Studentsdash
GENERAL CONCLUSION: FUNDAMENTALS OF MEDIA RELATIONS (MCM 216)
In conclusion, Fundamentals of Media Relations as a course has exposed us to the complete process of how an organization builds and sustains a cordial relationship with the media.
From our studies in Ebonyi State University, we started by understanding what Media Relations is — which according to Frank Jefkins (1998) is "a systematic and sustained programme of building mutual understanding between an organization and the mass media." We learned that Media Relations Strategy is the plan or blueprint for achieving that relationship, which can be proactive or reactive, and we explained all the 13 strategies including relationship building, information management, digital media, community-based, evaluation and ethical strategies.
We also examined the objectives and functions which include creating awareness, building good image, securing favourable coverage, managing crisis and influencing public opinion. We saw that without media relations, no organization can survive, as Warren Buffett warned that "It takes 20 years to build a reputation and five minutes to ruin it."
Furthermore, we looked at the practical tools such as press release, press conference, media kit, interviews and social media, and the writing techniques such as inverted pyramid, 5Ws and H, simplicity and attribution. We also discussed the benefits of digital media which include speed, wider reach, cost-effectiveness, instant feedback and measurability.
We moved further to discuss news values and media operations — timeliness, prominence, proximity, impact, conflict and human interest as propounded by Galtung and Ruge (1965), and how gatekeeping, deadlines and beat system affect how journalists work. We learned how to organize a successful press conference and media events, and the best interview techniques such as preparation, bridging, flagging, KISS principle and the 3Cs — being Calm, Confident and Credible.
We also treated laws and ethics, both for digital media (Cybercrimes Act 2015, Defamation, Copyright, NDPA 2023) and for media relations practice (Official Secrets Act, Contempt of Court, ARCON Law, NIPR Code of Ethics), and noted that if you fail law you go to court, but if you fail ethics you lose public trust.
We discussed crisis communication management in its three stages — pre-crisis, crisis and post-crisis — and the challenges facing media relations today like brown envelope syndrome, fake news, hostile journalists and poor funding.
Finally, we learned how to draft a standard media relations plan with situational analysis, SMART objectives, target publics, key messages, strategies, tools, timeline, budget and evaluation.
Overall Conclusion
Overall, this course has shown that a good Public Relations Officer is not just a press release writer. A good PRO must be strategic, ethical, media-savvy and a good writer and communicator. As Bill Gates rightly said, "If I was down to my last dollar, I would spend it on public relations." This is because public relations, and by extension media relations, is the soul of every successful organization.
As Mass Communication students of Ebonyi State University, this knowledge is not just for exam, but for our future practice in the real world.
END OF MCM 216 NOTE.
> _Compiled from MCM 216 Lectures - Department of Mass Communication, Ebonyi State University, Abakaliki. For academic purpose 2025/2026 session._
FULL REFERENCES - NOT REDUCED:
1. Jefkins, F. (1998). Public Relations. London: Pitman Publishing.
2. Black, S. (1989). Introduction to Public Relations. Lagos: West African Book Publishers.
3. Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations (10th Edition). Pearson Education.
4. Lesly, P. (1995). Lesly's Handbook of Public Relations and Communications. Contemporary Books.
5. Wilcox, D. L. & Cameron, G. T. (2011). Public Relations: Strategies and Tactics (9th Edition). Pearson.
6. Galtung, J. & Ruge, M. H. (1965). The Structure of Foreign News. Journal of Peace Research.
7. Nigerian Institute of Public Relations (NIPR) Code of Professional Conduct and Ethics.
8. Advertising Regulatory Council of Nigeria (ARCON) Law 2022.
9. Federal Republic of Nigeria - Cybercrimes (Prohibition, Prevention) Act 2015 (As Amended 2024).
10. Nigeria Data Protection Act (NDPA) 2023.
11. EBSU Department of Mass Communication – MCM 216 Lecture Note on Fundamentals of Media Relations (2025/2026 session, Lecture delivered 05-26).
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