EBSU MCM 216: Fundamentals of Media Relations - Meaning, Objectives, Functions and Media Relations Strategy [Full Lecture Note]

FUNDAMENTALS OF MEDIA RELATIONS: MEANING, OBJECTIVES, FUNCTIONS AND MEDIA RELATIONS STRATEGY

Introduction

Fundamentals of Media Relations is one of the core courses offered in the Department of Mass Communication, Ebonyi State University, Abakaliki. The course introduces students to the practical relationship between an organization and the mass media. In the present age where information is power, no organization, whether public or private, can survive without a deliberate and strategic relationship with the press.

As taught in class, media relations is the heart of Public Relations. Without it, publicity, crisis management and image building will not be possible.

1. CONCEPTUAL CLARIFICATION: WHAT IS MEDIA RELATIONS?

Many students confuse Public Relations with Media Relations, but Media Relations is a specialized aspect of Public Relations that deals specifically with the media.

According to Frank Jefkins (1998), a renowned Public Relations scholar, Media Relations is defined as "the systematic and sustained programme of building mutual understanding between an organization and the mass media."

In a similar view, Sam Black (1989) described it as "the practice of understanding the attitudes of the media and ensuring that they understand yours."

Philip Lesly (1995) also noted that "Media Relations is the relationship an organization develops with journalists to ensure that the organization is well represented in the media."

From the above scholarly definitions and from our EBSU lecture note, Media Relations can be simply defined as the deliberate, mutual and continuous relationship between an organization and the media (journalists, editors, bloggers, and media houses) aimed at achieving favourable publicity and mutual understanding. It is two-way — the organization understands the press, and the press understands the organization.

2. MEANING OF MEDIA RELATIONS STRATEGY (MRS)

If Media Relations is WHAT an organization does, Media Relations Strategy is HOW it does it.

According to Cutlip, Center and Broom (2006) in their classic book Effective Public Relations, "Strategy is a plan that outlines how to achieve organizational objectives through communication."

Wilcox and Cameron (2011) also opined that "Strategy is the overall approach that determines how you will achieve your communication goals."

Therefore, Media Relations Strategy is the blueprint, roadmap or planned approach adopted by an organization to relate with the media in order to achieve its organizational goals. It involves choosing the right tools, the right time, the right media, and the right message.

In our EBSU class, our lecturer classified Media Relations Strategy into Proactive Strategy (taken before an event or crisis occurs) and Reactive Strategy (taken after an event or crisis has occurred). This distinction is very important for any PR officer.

WHAT LED TO THE EMERGENCE OF MEDIA RELATIONS STRATEGY?

Media Relations Strategy did not just emerge. It emerged as a result of certain factors:
a) Growth of mass media and multiplicity of channels
b) Rise of investigative journalism and media scrutiny
c) Increasing competition among organizations for public attention
d) The need for crisis management and image protection
e) The emergence of digital media and citizen journalism
f) The demand for transparency and accountability by the public
g) Influence of regulatory bodies like NIPR and ARCON in Nigeria

These factors made it compulsory for organizations to move from random press contacts to planned, strategic engagement.

3. DETAILED EXPLANATION OF MEDIA RELATIONS STRATEGIES

As listed in our lecture, there are thirteen major strategies:

1. Proactive Strategy: This involves taking initiative before any problem arises. For instance, EBSU issuing a press release ahead of Post-UTME to avoid rumours.

2. Reactive Strategy: This is response-based. The organization reacts after an issue has already been reported. For example, if a newspaper publishes that EBSU increased school fees, the management reacts by calling a press conference to clarify.

3. Relationship Building Strategy: This is about building long-term friendship with journalists and media houses, not just calling them when you need them. As the saying goes, "You don't build friendship in the day of need."

4. Information Management Strategy: This deals with controlling what information goes out, when and how. Not all internal information should be made public.

5. Media Engagement Strategy: This goes beyond sending press releases. It involves interviews, interactive sessions, and media parley where journalists can ask questions directly.

6. Crisis Media Relations Strategy: This is specifically designed to handle crisis and misunderstandings, whether internal (e.g., staff strike) or external (e.g., host community protest).

7. Digital Media Relations Strategy: With the rise of Facebook, X (formerly Twitter), Instagram and official websites, organizations now use digital platforms to directly engage the public. As the saying goes, "If you are not online, you do not exist."

8. Content-Based Strategy: Here, the message is tailored based on the nature of the issue at hand. The strategy for handling admission matters differs from that for handling security issues.

9. Targeted Media Relations Strategy: This involves directing information to a specific audience. For example, a message meant for investors should go to business newspapers, not entertainment blogs.

10. Integrated Communication Strategy: This is the use of multiple channels — radio, TV, newspaper, social media — to disseminate one message so that it reaches everyone.

11. Community-Based Strategy: This strategy recognizes the role of the host community. For EBSU, maintaining good relations with Ishieke and Abakaliki host communities is vital because if the host community supports you, they will defend you.

12. Evaluation Strategy: This is the assessment stage. After executing media relations activities, the organization evaluates what worked and what failed. It involves media monitoring and clipping.

13. Ethical Media Strategy: This emphasizes doing things ethically — telling the truth, avoiding brown envelope, respecting confidentiality and following NIPR Code of Ethics.

4. OBJECTIVES OF MEDIA RELATIONS

According to NIPR and as explained in class, the objectives include:

a) To create public awareness about the organization and its activities.
b) To build, promote and protect corporate image and reputation. As Warren Buffett rightly warned, "It takes 20 years to build a reputation and five minutes to ruin it."
c) To secure favourable and positive media coverage.
d) To manage crisis and control damage to organizational image.
e) To build mutual understanding between the organization and its publics.
f) To influence public opinion positively. Ivy Lee, the father of modern PR, said "Tell the truth, because the public will find out anyway."
g) To attract goodwill, customers, investors and stakeholders.

5. FUNCTIONS OF MEDIA RELATIONS

a) Information Dissemination Function
b) Image Building and Reputation Management Function
c) Crisis Management Function
d) Relationship Building Function
e) Public Education Function
f) Feedback Function — bringing public opinion back to management for policy decisions
g) Publicity Function — attracting free media attention without paying for advertisement. This is why Bill Gates said, "If I was down to my last dollar, I would spend it on public relations."

CONCLUSION

In conclusion, Fundamentals of Media Relations is not just a course to pass and forget. It is the foundation of a successful career in Public Relations. For any organization in Nigeria today, especially in the face of fake news, digital disruption and media bias, understanding the meaning, the strategies, objectives and functions of media relations is non-negotiable.

An organization that neglects its media relations does so at its own peril.