MEDIA RELATIONS

Relationship Centered Model: Media Relations - a man stands in front of a group of media reporters

Media relations refers to the relationship that an organization develops with media representatives to gather and distribute information. It involves working directly with reporters, as well as persons responsible for the editorial (news and features), public service and sponsorship programming products of the media.

Media Relations arrow highlighted from relationship centered model logo

Many organizations fail to build relationships with the media. Simply buying advertising space is not going to guarantee positive media coverage.

Organizations also frequently fail to tell their story to the media. Even more critically, they do not proactively respond to concerns raised by others in the media.

Media relations involves closely monitoring and analyzing media coverage of the organization and the sector in order to keep track of what is being said, how it is being said, who is saying it and where it is being said. This involves not only monitoring traditional media sources, but also social media.

An ongoing media relations campaign seeks out interviews with the media to explain the vision and rational for the organization and its actions. Conducting tours of facilities to give reporters an inside look and perspective of the organizations operations can be extremely valuable at building relationships and helping to distribute the organization's messages.

An ongoing media relations campaign seeks out interviews with the media to explain the vision and rational for the organization and its actions. Conducting tours of facilities to give reporters an inside look and perspective of the organizations operations can be extremely valuable at building relationships and helping to distribute the organization's messages.

Inviting media to see first-hand what a potential controversy is all about is also a very proactive way of managing a story. If the media is reporting about how noisy, smelly, unsightly or environmentally damaging a process, site or operation is, it only makes sense to invite a reporter to see first-hand what is going on, tell a positive story and what steps are taken to mitigate negative effects.

For a media relations program to work effectively, it is critical that media relations policies and procedures exist to ensure timely and effective responses.

Quick Media Audit

Take our 5-minute quick self-assessment to see how your organization fairs when it comes to managing your Media Relationship.

 

Full Relationship Audit

To get a total picture of how your organization fairs in terms of all 6 relationships, we recommend you take our full assessment.

You will need approximately 15-30 minutes to go through the assessment.

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Telephone:
613-882-5684
613-882-5684

Email us: 
dale@harleyhouse.com

Mailing Address:
322 Dargavel Road
R.R. 3
Elgin ON K0G 1E0