MEDIA RELATIONS AND PROTOCOL

LESSON 1: INTRODUCTION TO MEDIA RELATIONS

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iNTRODUCTION

Welcome to the first lesson for the Media Relations and Protocol module!

Working with the media is an important part of communicating for a higher education institution. Knowing how to build and establish relationships with the media increases credibility of the institution as well as strengthens its reputation and branding.

In this lesson, you will be introduced to the concepts regarding media relations, the roles of media in public relations, and the elements that ensure the effectiveness of a media relations plan.

Lesson Objectives:

At the end of the lesson, the participants should be able to:

Define media relations;
Discuss the role of media in public relations; and
Enumerate at least three (3) elements of effective media relations.

Study Hour/s: 1.5 hours

Lesson Assessment: Quiz via Google forms

We hope that you are now settled and prepared to take on this new lesson. Let the learning begin!

WHAT IS MEDIA RELATIONS?

In order to communicate important messages to the target audience, a positive working relationship with the media is necessary. Media relations may be summed up as the process of establishing and upholding an organization's positive relationships with the media. Through positive media coverage, media relations seeks to strengthen the bond between an organization and its stakeholders.

According to GlobalCom (n.d.), the goal of media relations is to convey a newsworthy message, story, or piece of information. However, the most important concern is to work with and not against the media. Dialogue and the development of a strong relationship with the media will provide an organization with invaluable access to the public domain.

At this stage, media relations is an effective instrument for influencing. As compared to other forms of communications, it is more credible such that contents are communicated via a third-party channel.

ROLE OF MEDIA IN PUBLIC RELATIONS

Media, particularly mass media, serves as the channel in public relations for communicating with and reaching out to the public. Since audiences regard media coverage, especially from mass media organizations, as more credible than traditional promotional efforts and advertising, mass media is preferred in public relations as it provides publicity in a beneficial way.

Additionally, media serves as a cost-efficient promotional tool. Since journalists and public relations professionals work together in media relations, it allows journalists to have easy access to sources. Hence, it saves time that would otherwise be spent looking for sources and other data to verify an article's content. With this, public relations benefit from media relations as it helps in securing free publicity and promotion.

ELEMENTS OF EFFECTIVE MEDIA RELATIONS

The following four (4) elements must be given top importance for a media relations plan to be effective (NewsVoir, n.d.):

- Tell your story.
- Build your relationships.
- Do your research.
- Be responsive.

Let’s talk about these elements in detail.

Make sure that every piece of communication you create presents a compelling narrative that media outlets and audiences will consider important. This gives you a higher chance of getting published and covered in the media. The goal is to communicate your message in a captivating and engaging way.

Consider the following points as you tell your story:

What is the story about – Who are you?
Which audience do you want to reach?
Are you adding value to your audience?

Establishing an interactive relationship with the media is vital. This can be done by coordinating with industry professionals on social media and through email correspondence.

To increase the reach of your article, you may tap a reputable news and press release distribution partner.

Prior to sharing your communication material, you must take the time to determine who your target audience is and how you want to contact them.

Look for strategies that are cost-effective and efficient to spread your message such as websites and social media platforms like Facebook and Twitter. In addition, researching past effective practices might also help you try to duplicate the steps they took.

Be the one who initiates contact with the media and make yourself visible at all times. Being proactive can help you maintain an open line of contact.

Encourage individuals in your organization or among your audience to comment or offer a point of view and then utilize that knowledge to engage the media.

SUMMARY

In summary, this module discussed the ideas surrounding media relations, its process and the importance of establishing relationships with the media. Maintaining positive relationships with the media is necessary in communicating with the target audience of the institution. Furthermore, media relations allow for the enhancement and maintaining of the media profile of the institution. This can be done through using the media as a promotional tool and channel for reaching out to the audiences. To ensure the success of a media relations plans, the elements of effective media relations must be carefully executed.

In the next module, you will learn about the roles, duties, and responsibilities of a UPLB media relations officer.

Great job for being able to go through the introductory phase of the component!

This will surely prepare you for the next lesson to come. For the meantime, let us test and look into what you have learned! Good luck!