One of the most important areas within any corporate communication function is the media relations department. It refers to the relationship that needs to be built upon by the company with the media by interacting with them. Here interaction means providing the required information to the media which in turn is passed on to the customers and end-users. The media has a direct link with the prospective and current customers. It helps in creating a favorable image among the customers. It is through media that most of the information is publicized. A good relation with the media can act as a potion and a bad one can produce a deadly poison for the company.
The following steps may be considered in the process of Building relationship with media.
- Conducting a research for targeting media
- Responding to media calls
- Preparing for media interviews
- Gauging success
One example that comes to my mind while talking about media relations is fashion. The fashion gurus when they come up with new designs, they specifically target particular journalists to pitch their information. Because a fashion designer will have nothing to do with a crime reporter. Generally the fashion news does not turn up in daily papers and magazines. They get published in fashion magazines which are meant for the upper class people.
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