1. P A R T 38/5/2020 1
FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
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2. THE MOST EFFICIENT AND COST-EFFECTIVE
TECHNIQUE FOR BUILDING UP THE
CORPORATE IMAGE OF AN ORGANIZATION IS
PRESS OR MEDIA RELATIONS
• Media plays a pivotal role between organizations and communities.
• Media serves as a liaison between companies and customers by
providing a two-way communication between them.
• Keeping the media informed about achievements and developments
of organization.
• Media relations work includes writing and distributing news releases
and responding to media inquiries.
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3. • It is through media; people form an opinion about a company
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Media
contacts
Press releases
Strategies
Press
Conferences
Press visits
Strategies
STRATEGIES
FOR KEEPING IN TOUCH WITH
MEDIA
4. RESEARCH & PLANNING
• Media relations begin with research. Thus a PR practitioner have to answer
questions like what makes a firm’s activities more appealing than its
competitors? What is the company’s expertise?
• Once the PR Practitioner is confident with the objectives of the
programmes and the themes/ideas to be presented, the next step is to
identify the appropriate media. Media Directories can also be helpful.
• Press Kit
• press kit makes it easy for reporters to quickly learn about the product and
brand, and access photos and marketing materials they can use.
• Print Media
• A PR officer may pick up recent copies of the publication and study them,
consider the editorial section as well in particular, how some publications
treat photographs
• Press Releases
• Media alerts reporters about specific events; thus press release provide
information to the reporters for them to be able to write news stories.
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6. PRESS RELEASE
• Press release (also known as News Release), is a document
issued to the media, financial community, trade and industry
analysts, investors and consumers to announce product
partnership, acquisition, event, personnel announcement and
other newsworthy items.
• Press releases are typically written by a companies’ PR
professional or by PR firm then delivered to journalists and
analysts for review.
• For announcements to be considered newsworthy, it must have
a broad, general interest and a sharp news angle to the target
audience, for instance, New Development
• A compelling headline can also differentiate an editor covering
a story or hitting the delete button.
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7. A PRESS RELEASE CAN
BE USED FOR
MULTIPLE
INFORMATION:
• New product
• A significant modification to an existing product
• Changes in corporate identity such as a company’s name or logo
• Joint venture
• Corporation union
• Corporate philanthropy (volunteer work, donation)
• A Press release is used in various ways:
• As general news story for the local newspaper and on the radio/tv
• Based on the;
o feature story
o press conference
o media event
o face-to-face interview
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8. MEDIA RELATIONS
• Maintaining a cordial relationship with the media is essential for almost all
organizations. Media provides a free space for the organization/company
through press releases and advertising. Hence, it is crucial to update media
firms regarding the company’s operations and also to know the policies of
media.
• Every media organization work within specific timeframe(deadline); therefore,
it is crucial for the organization to adhere to those deadlines.
• PR department has to maintain the smooth flow of communication between
the organization and the media.
• Media should be frequently invited to the company’s important events.
• Corporate communicators have to oversee all planning for news conferences
that encompass the selection of the event site, arranging for
banners/graphics to be displayed at the event. They also have to prepare
executives that will speak at news conferences.
• Media relations also comprises spokespersons that represent the company on
local television and radio programs.
• Corporate communicators monitor newspapers, television news broadcasts
and other outlets to have a clinch of what the media says about the company
and to devise strategies to address misinformation.
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9. MEDIA RELATIONS
POLICY
• A good media relations policy should meet the requirement of
media organizations
• A good media relations policy should include the details for the
special events to be organized from time to time targeting
media firms only
• A good media relations policy has always to emphasize
directing workers to respect the deadlines of the reporters
• A good media relations policy should create a favorable
viewpoint of media towards the organization at any cost
• It should include the recommendations to organize events from
time to time where media, in particular, is invited and given
clarifications
• A good media relations program should provide an honest
representation of the organization values and work ethics.8/5/2020 9
10. RESPONSIBILITIES OF A PR
PRACTITIONER
• PRO is responsible for researching its potential targeted
audience
• To influence public opinion in the right way
• To create a favorable image of the organization
• To maintain continuous information flow
• To analyze the public’s needs and structure communication
accordingly
• To link all the aspects of the corporation through a structured
form.
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11. EXAMPLE OF MAINTAINING MEDIA
RELATIONS
• An organization may reach out to the media at the time of:
• Launching a new product/service
• Initiating new factories or offices
• Launching organizations' promotional campaign
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12. ROLE OF A PR
PRACTITIONER
• The general role is to conduct communication activities
• To serve the organization in various manners
• To link the organization to its outer publics
• To determine the kind of image, an organization intends to
build among its corporate publics in the market
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13. STRUCTURAL
ELEMENTS OF THE
PRESS RELEASE
• 1. Headline
• 2. Dateline
• 3. Introduction
• 4. Body
• 5. Boilerplate
• 6. Media contact information
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14. RECAP
• A press release, news release, media release, press statement or
video release is a written or recorded form of communication
that is directed at members newsworthy.
• Generally, they are sent as assignments to editors and
journalists at newspapers, magazines, radio stations, online
media, tv stations/networks.
• Maintaining good media relations is one of the functions for
which corporate communication managers are best known.
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15. QUESTIONS
• What are the possible ways utilized to control rift in a
company/organization?
• What do you understand by the term Embargo?
• What is publicity?
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16. 8/5/2020 16
FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
Email: ftgacademy1234@gmail.com
Facebook: https://www.facebook.com/FTG-Academy-107915397682120/?modal=admin_todo_tour
Instagram: ftgacademy
LinkedIn: FTG Academy
