*Dosen PNSD Kopwil II Pada Universitas Ratu Samban, Bengkulu Utara

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MEDIA RELATIONS STRATEGY

FOR CORPORATE COMMUNICATIONS OBJECTIVES: HOW TO DEAL

WITH MEDIA IN CRISIS TIME

Budi Santoso, M.Comn

ABSTRACT

Public relations have been a powerful tool in maintaining an organization’s

stability in the process of accomplishing its goals. One of its tools is in achieving

the objectives of corporate communications by taking an advantage of (mass)

media coverage. An organization may make use of media relations in appropriate

situation, whether in ideal or crisis time. All this time, many companies (mostly

consumer products) have been using media to advertise their brands or services,

although advertising is only a part of larger media – organization affairs. Yes,

media relations get some form in most organizations, ranging from advertising to

crisis management. In this article, writer takes Tylenol case as an example of

media role in crisis time. Excellent publicity can build the reputation and the

overturn applies, bad publicity will eventually begin to erode goodwill in the

marketplace. This paper is dedicated for realistic problems an organization or

company can have in their business. Writer will talk less about theory, and more

to practical solutions. The solutions were taken from several sources and would

give to-the-point values.

Keywords: media relations, media coverage, public relations, practical solutions

INTRODUCTION

Media relations according to Ridgway (1996) concern the communication pattern

between an organization and those sections of the (mass) media which are

interested in its activities. Organizations or companies – in business or public

senses, or both – can take advantages from media to build or maintain their

reputation if they raise applicable media relations strategy. Media relations is a

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mean to promote an organization through “free” publicity in a tranquil situation,

and a mean to protect image in a crisis time.

So, it will be a vital strategy for companies to increase outstanding media

relations for the sake of realizing corporate communication objectives such as

enhancing corporate reputation towards its stakeholders. Each executive and

manager has a degree of media relations responsibility at all times, and at certain

times can be at the center of a media relations campaign or crisis. For this

reason, it is good for all executives and managers to know how to do good media

relations.

In this paper, writer tried to bring out how organizations may apply strategic

media relations as a tool to disseminate information to the stakeholders on the

purpose of maintaining their reputation, principally in crisis time.

CORPORATE COMMUNICATIONS OBJECTIVES

It is important to discover what exactly the objectives of corporate

communications. Van Riel (1988 in Becht 2007) defined corporate

communications as

“…a management instrument by means of which in the most effective way all consciously uses forms of internal and external communication is adjusted to each other, in such a manner that the organization reaches and keeps the intended image with its most important target groups”.

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Therefore, it can be said that corporate communications is responsible to

initiate communication process from within the organization as well as to

promote a sustainable interaction between the organization and its public,

whether they are internal or external. Hence, the next question is what

objective(s) to be pursued?

Keuning (1993 cited by Becht, 2007) made a clear and simple diagram

describing the environment that surrounds an organization. The diagram

seen as follows:

The figure shows us complex surroundings an organization should cope with in

its day-to-day business along with all organizational or administrative processes

Organization

The general public, people living in the neighborhood

Government, politics

Financiers, shareholders

Suppliers

Consumers, clients

Personnel, internal relations

Labor Union/ Interest groups

Competitors

Labor markets

Developments

Social Developments

Developments

in media

Technological

developments

Economics

developments

Political

Developments

Media intermediaries

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that take place. In this case, we can say that the larger an organization the more

complicated the situation they will deal with. This writing will not elaborate all

the significant factors which are capable of influencing an organization, though.

Writer focuses on one central aspect, i.e. media. (Mass) Media is one of

significant factor influencing an organization. The role of media in finding and

collecting facts, making news, and distributing it is very influential to an

organization.

Corporate communications is actually intended to build and maintain corporate

image. Image is description of reality. It is on our head (in this case

stakeholders’), and we see and evaluate the world with our own perception.

Image is not constant, same as credibility. This means that an organization must

be aware of sudden change on stakeholders’ or public’s perception concerning

their image when something extraordinary happens. It is true that image can not

change that easy, considering the theory of cognitive, affective, and behavioral

changes, but what could be more important is the possibility of the emerging

potential problems.

Thus, we can say that corporate communications exists to guard the existence of

the organization (e.g. corporate image or brand image), towards its stakeholders

by using all possible means, including media.

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MEDIA RELATIONS STRATEGY AND ORGANIZATION’S REPUTATION

As mentioned above, media relations may refer to the relationship that an

organization establishes with media, especially journalists/ reporters, editors,

and press as a whole. Department in an organization which usually has formal

connections with media is Public Relations (PR) department executives and

staffs. Media relations function aims to disseminate information concerning

organization’s activities to their stakeholders through media to create mutual

understanding with them. Writer identify that the existing model of relations

between companies and media are typically reciprocal. Corporate needs media

as a tool to link them with their stakeholders/ public, and media need

information for their news which in the end distribute it to the organization’s

stakeholders. Yes, the occurrence process in media business will mostly like that.

Public Relations theorist like Grunig (1992) believes that reputation of an

organization is parallel with public’s trusts. It relates with how the organization is

perceived as reliable party by its stakeholders to fulfill their needs and demands.

Media, then, is holding the significant role since it can be considered as “an

instrument to convey organizations’ messages to public in general and be a

primary target audience as well” (Coady, 2007). This creates a situation that

organizations should treat media as a partner to achieve their objectives.

Consequently, all relations with the media should be considered as decent

chances to educate the public as well the media where information is shared or

distributed.

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An organization should also reflect on the fact that media have the power to

engage and entertain, to create and destroy, to open spaces and to close them,

and to influence public. Consequently, the organization should decide what kind

of the best relationship they want to establish with the media. If they think that

media coverage or news gives less benefit or perhaps would scrutinize their

plans, it is likely that the company will be very selective in making the

relationship with media. On writer’s perspective, it is better to construct a

relationship based on the collaborative works where media is treated as effective

tools to shape public’s opinion. But, unfortunately, public opinion is a kind of

special topic which needs different room of discussion. So, it will not be

discussed in this article.

MEDIA RELATIONS IN CRISIS TIME

An organization must realize that supposed the relation with media is not going

well they have troubles to benefit from them as the organization is facing a

sudden problem that demanded immediate media coverage. The great Tylenol

(painkiller medicine) case produced by Johnson and Johnson, for instance,

showed how important it was to have good relations with media.

In 1982, seven people in Chicago died after taking Tylenol capsules laced with

cyanide. Although the result of series of strenuous investigations proved that

urban terrorists had poisoned the capsules, still the sales of Tylenol went down

from 36 % of market share to 6 %. Johnson & Johnson immediately responded

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by taking several actions including conducting a media campaign which involving

six hundred reporters and sending 7,500 media kits to newsrooms!.

The story above describes that Johnson & Johnson implemented a proactive

media relations strategy. It is true that an organization hardly can control what

media say but they can manage to shape the way journalists report the issue by

taking initiatives (Vivian, 2007, p. 270). Yet, it should be known that proactive

strategy should be initiated with having solid relationship with the media in

advance. Solid relationship is impossible to be built overnight; therefore, an

organization has to take time to cultivate relationship with the right people in

the media (Argenti, 2007, p. 114). Furthermore, organizations must figure out

what kind of reporters they are coping with. It is important since reporters tend

to write or present stories with their own framing or standpoints. Framing here

means that journalists have their own agenda (read Agenda setting theory for

further information) and point of view (angle) in shaping and writing stories. A

fact or information may be viewed from dissimilar angles by journalists who may

result in different reports, even among same type of media. It is also cannot put

aside that media determine the importance of issues (Mevee, 2004).

Another significant thing that must also be taken into account is the vast growing

of information technology development that causing the increase of

communication channel and media (Coady, 2007). For example, internet can

reach many stakeholders simultaneously, so it can be utilized massively. Besides

that, PR department has viability in controlling the contents of their websites,

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what information they want to share with journalists, and so on. Media coverage

is in fact at no cost, powerful and can reach many people. Editorial coverage

gives the message of organization credibility. Establishing a professional working

relationship with journalists is the key but the organization must be sensible

about what the media are expected to be interested in and recognize that.

The trends of blogosphere, for instance, must be considered as a new medium to

send messages to public in more personal way. It is based on the study that

public usually has more confidence on other consumers than the traditional

institutions (Rainie, 2005 in Argenti, 2007). Furthermore, (consumer goods)

companies can use blogs to track consumer point of view and concerns.

An organization should be able to acknowledge that media are fulfilling an

essential role in building public opinion. Thus, public relations manager and staffs

should understand the way of working and gathering news by press.

Understanding press job is not just that. Meaning journalists or reporters need to

dig up a true story, not a fake one. Manager should tell her staffs to act as open

as possible without being too much.

PRACTICAL WAY TO BOOST MEDIA RELATIONS IN CRISIS TIME

Media relations may function well if treated in a high-quality and proper way.

Writer noted some practical ways to extend media relations activities. These

methods were recapitulated from Sloan Communication Program in form of

teaching notes.

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First, have a good relationship with CEO/ owner/ shareholders. In most cases,

journalists try to reach CEO or top executives to get the stories. The person who

responsible with media relations should position him/herself professionally

closed to the high rank persons in the company. Close relations will make it

easier to collect positive information and distribute it to the press.

Second, create conducive work condition with the management team. In his

duties, media relations manager will be training senior management what to say

when dealing with media. Some media training shall encourage management

team to give robust response to forceful questions which may come from

reporters.

Third, build good relationship with the press. The person in charge for media

relations must be able to locate their press man. He should know the journalists

by person, and be familiar with their interests.

Fourth, talk to everyone involved. This means that all people in the organization

are important. They have their own role and do responsible on that. If media

relations officers consider that they are key factors in the ongoing case, they

should be asked to give any information that may be needed.

Fifth, get the truth out. Facts are not meant to be hidden from stakeholders,

particularly shareholders. They need to know what happen to their investment.

Sixth, frame the response. Meaning that media relations manager should be able

to draw any possibilities of feedback from stakeholders. He/ she may formulate

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some different items to react to various responses from public. Media have

diverse angles when they write or report news, this can emerge different public

responses.

Seventh, rebuild the process. Events do not happen just once. Communication is

a process. Thus, a company must prepare all potential plans which may be useful

to cope with similar problems in the future.

CONCLUSION

To sum up, writer would say that Media Relations strategy should carefully be

managed to obtain good publicity for an organization. By using proper media

channel and having outstanding relations with media workers, organizations may

have wider opportunity to have good media coverage, and more possibilities to

maintain the reputation. Media could be a good friend or enemy, depending on

how the persons in charge in the organization to employ their strategies, with

clear and open messages, without disclosing too many unrelated important facts

which could be harmful for the business itself.

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Bibliography

Argenti, Paul A. 2007. Corporate Communications (Fourth Edition). NY: McGraw-

Hill/Irwin

Becht, Agaath. Lecture on Corporate Communications on September 2007. The

Hague: The Hague University of Professional Education

Coady, Amanda (2007). Lecture on Media Relations on 15 November 2007. The

Hague: The Hague University of Professional Education

Grunig, J.E. (ed.) (1992): Excellence in public relations and communication management. Hillsdale, NJ: LEA.

Ridgway, Judith. 1996. Practical Media Relations (Second Edition). England:

Gower Publishing, Ltd.

Vivian, John. 2007. The Media of Mass Communication. USA: Pearson Education,

Ltd.