Media Relations by Muhammad Aamir

1. Assigned by: Sir Ramzan Azhar
Presentations by: Muhammad Aamir
MS 2nd - Media & Communication Studies
International Islamic University Islamabad
Media Relations

2. Media Relations

3. Introduction
 Media Relations involves the strategic deployment of
the media in telling the organizational story.
 It seeks the dissemination of the organization’s
objective to an audience outside the organization
immediate reach.
 And involve the transmitting of messages via the mass
media.

4. What is Media Relation?
 Working with various media for the purpose of
informing the public of an organization’s mission,
policies and practices in a positive, consistent and
credible manner.

5. Media Tripod
Media relations therefore stands
on a Tripod:
 The Organization (Sender)
 The Media (Transmitter)
 The Target Audience (Receiver)

6. Art of Media Relations
 Media relations is essentially the art of engagement.
 Engagement here operates at two levels:
- Media Operates Engagements
This involves relating with Media Operator via Press
Releases, Media Tours and Press Conferences.

7. Art of Media Relations
 Second level of engagement:
- End-user or Audience Engagement
This involves answering questions raised on
publications about your organizations in the
media and gauging their reaction against your objective.

8. The Science of Media Relations
 Understanding the target
audience and of the media
that will capture the
audience’s interest.
 Consider your objective and
strategically design a
planning of action.
 Develop a message that
aligns with your interest and
the issues you desire to
protect.

9. The Science of Media Relations
 Manage the media to achieve your objective.
 Evaluate the reaction of your target audience.
 Planning for the continuity.

10. The 5 C’s
The 5 C’s of Effective Media Relations:
 Credibility – Ability to deal honestly (Not losing sight of the
Truth)
 Candor – Ability to acknowledge errors.
 Clarity – Ability to keep it simple.
 Compassion - Ability to listen to others, understand their
position and be polite in responding.
 Commitment – Ability to keep the issue in focus and avoid
distraction.

11. Indicating a Media Team
- Who is the Chief Spokesperson?
- Who makes the Press Calls?
- Who sends the releases?
A good media team must have:
 A coordinator
 A writer
 A spokesperson

12. The Media Coordinator
 The media coordinator must be someone who is personable,
can neatly articulate the issue, and is willing to spend a great
deal of time on the telephone.
 This person makes sure press releases go out on time, keeps
media lists updated, makes press calls, and works actively
behind the scenes during events.
 The media coordinator should well-known behind the camera
as the organization’s spokesperson is in front of it. One person
handling press calls can cultivate important relationships with
assignment desk personnel, news producers, and camera
people.

13. The Spokesperson
 The spokesperson must be articulate, a good listener,
having camera presence, be well-informed about
issues, be able to think quickly on his/her feet, have
credibility, be able to develop a good understanding with
a reporter, and be intuitive enough to know when a
reporter is not friendly.
 He / She must be able to think through each question
that are likely to be asked, and consider carefully the
possible responses.

14. The Writer
 The writer creates the substance for all your press
events.
 He / She must have a clear, concise, effective
writing skill, and must be a good editor.
 He / She must have a good understanding of the
organization because everything that is written
and released must reflect accurately the position
of the organization.

15. Segmenting the Media
 The media operates at varying levels of interests as
there are various kinds of individuals, belonging to
different professions, sharing different social or
religious views and opinions and engaging in
different kinds of past times.
 The strategy starts with an understanding of your
organization’s position in all of the disparate
interests that are available within your industry and
social setting.

16. Tools and Tricks
 The Press Kit
 The Media Contact List
 The Press Release
 Media Calls and Tours
 The Press Conferences
 Media Monitoring
 Audience Response Research

17. Thanks…