MEDIA RELATIONS AND PROTOCOL

LESSON 2: ROLES OF UPLB MEDIA RELATIONS OFFICER

iNTRODUCTION

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

Working with media to inform the public of an organization’s mission, policies, and practices in a positive, consistent and credible manner is one of the roles of a media relations officer to an effective and fruitful collaboration with them.

In this lesson you will be introduced to the concepts regarding the roles, duties, and responsibilities of the UPLB media relations officer in building brand awareness and credibility, working with the press, and handling a communication emergency situation.

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Lesson Objectives:

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

Define the roles of the Media Relations Officer in the context of UPLB;
Give two (2) examples of the Media Relations Officer's duties and responsibilities;
Explain the importance of having a Media Relations Officer in building brand awareness and credibility; and
Enumerate at least three (3) ways in which a Media Relations Officer works with the press and handles a communication emergency situation.

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 A MEDIA RELATIONS OFFICER?

The Media Relations Officer is responsible for promoting and protecting the institution's reputation by developing and executing media and public relations strategies and plans for brand building, internal communications, and corporate communications affairs initiatives through the use of various media outlets in collaboration with a communications team and partnered media.

They lead in developing, implementing, and measuring external and internal media-based communication plans and manage media relations/media requests for brand and corporate issues. While creating a media crisis communication management plan for the organization’s use. In addition, they determine and conduct appropriate media responses via various channels, and develop written materials including press releases, Q&A, and media standby statements on brand and corporate issues as required.

ROLE OF UPLB MEDIA RELATIONS OFFICER

Media Relations Officer ensures that the university’s contributions to nation-building are communicated to the public and that the standards for holding university events are maintained. Under limited supervision, they represent the university to external media sources as the official university spokesperson and provide high-level communications on behalf of executive leadership.

Moreover, they execute a variety of institutional-wide communication and media relations initiatives designed to enhance the university's ties to its internal and external constituents. While at the same time, producing and disseminating information following the university's goals, objectives, and priorities. In addition, under the direction of the Office of Public Relations, they work in a collaborative environment to provide accurate information on sensitive, confidential, and high-impact issues to the university.

MEDIA RELATIONS OFFICER DUTIES AND RESPONSIBILITIES

Being media relations officers, they are committed to advancing and strengthening the university’s achievement and initiative to the media and the public. Here are some of the duties and responsibilities of a media relations officer:

- Provide direct assistance in research, and consultation to the university officials, and nearby community about public information matters.
- Educate and maintain a good relationship with the media at local, state, and national levels.
- Determine and release official statements from the university about its position on issues via personal interviews and written statements.
- Support effective response strategies, including response to a crisis that requires immediate attention.
- Plan and disseminate internal and external communication of information through various media designed to keep the public informed of university programs and accomplishments.
- Oversee the production and publication of communication and media relations materials and related communication that have a university-wide impact.

IMPORTANCE OF MEDIA RELATIONS OFFICER

Having the University’s name on various media platforms increases awareness about it. Media relations officers help get the name out into the wider public consciousness. In addition, it provides opportunities for the audience to get to know more about the university, what they do, why they do it, and why they are the best at what they do.

Take note of the following ways to increase brand awareness:

Choose the right platform/s suitable for your content
Deliver content and engage with your audiences
Encourage your audience to share your content
Maintain good relationships with your audience
Always measure the progress of your content

Media relations officers create a room to form third-party validation which goes a long way in increasing credibility. Endorsements from the intended audience are a great way to establish the university’s reputation.

Take note of the following ways on building credibility (Goldsberry, 2016):

Demonstrate integrity
Communicate clearly
Be honest
Exhibit consistency
Promote your accomplishments
Let your expertise shine through

WORKING WITH MEDIA RELATIONS OFFICER

Media relationships are built on trust, respect, and anticipating their stakeholder’s needs. Preparation is key to becoming comfortable with media calls and interviews. When working with the press, media relations officers should take note of the following:

Build relationships with journalists and keep them up to date with relevant information;
Establish yourself as an organization that is always reliable, organized, and appropriate in dealings with the media;
Follow up press releases with an email or call to journalists;
Make sure to communicate clearly; and
Be realistic

Crisis Management and Communication

Crisis management is one of the most crucial organizational duties. Media relations practitioners are essential to crisis management teams. A collection of best practices and lessons gleaned from our knowledge of crisis management would be very useful for those working in media relations.

Crisis Management Plan

A crisis management plan (CMP) is a reference tool, not a blueprint. It provides lists of important contact information, reminders of what should be done in a crisis, and forms to be used to document the crisis response. A CMP is not a step-by-step manual for crisis management.

Crisis Management Team

According to Barton (2001), the crisis team often consists of representatives from the fields of public relations, legal, security, and human resources. However, the composition will vary based on the nature of the crisis. Information technology, for instance, would be necessary if the crisis involved the computer network.

Training is essential so that team members can practice making decisions in a crisis situation. As noted earlier, a CMP serves only as a rough guide. Each crisis is unique which necessitates the crisis team to make choices. Mitroff, Harrington, and Gia (1996).

The 3 most effective crisis communication strategies (Purdue University)

Plan Ahead

Create a detailed contingency/scenario plan that outlines all potential crises and appropriate responses. Many organizations don't develop contingency plans because they take too much time and effort. However, these strategies save time and resources.

Respond quickly

It’s critical to acknowledge crisis situations immediately. You may not have all of the details for days or even weeks, but a prompt announcement to the media and your key public will (a) minimize speculation and rumor and (b) let audiences know you are in control.

Be responsible and transparent

Be upfront. Take responsibility. Tell the truth. Never engage in cover-ups, lies, or unethical behavior of any kind.

SUMMARY

In summary, this module discussed the roles, duties, and responsibilities of media relations officers. It is important that the media relations officers are aware of the importance of building brand awareness and increasing credibility so they can establish their reputation and provide opportunities for the audience to get to know more about the university. Most importantly, the lesson discussed how important planning ahead and responding quickly to crisis situations is to prevent significant harm to the university and its stakeholders.

In the next module, you will learn about how to work and respond with/to the press.

Great job for being able to go through the second 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!