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Media as a StakeholderChapter 13

Organizational and Managerial Communication

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Media Relations

Targeting ‘gatekeepers’

Good media relations requires constant effort and attention

A sound, mature corporate attitude toward stakeholders, including the media is primary

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Public has never before demanded so much coverage of business

Realization that the activities of business have impact on their lives

Media contributes to the impression stakeholders have of organizations

Much of work is marketing/’selling’ information to media

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Good Press Relations:

Improve public image Help build sales Can be a resource Hold down costs Opportunity to get viewpoint

across

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Media

Mass Media Local Media -- local angle

PrintTV, Radio

NationalPrintBroadcast networksWire services

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MediaSpecialized

LocalTrade, Industry and AssociationsOrganization house and membershipEthnic publicationsSpecial groupsSpecialized broadcast programs and stations

NationalGeneral businessNational trade, industry and associationNational organization house and membership

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Objectives

Increase knowledge of news about organization among community media representatives

Enhance organization’s credibility among media

Reinforce favorable attitudes toward organization on the part of media

Increase favorable news coverage

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Objectives

Be of service to media - proactively and reactively Provide newsworthy stories

Available for responses

Interviews with officers and personnel

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Two Kinds of NewsSpot news

Time is important Hard or Soft

Feature material Not time bound Often used as ‘filler’

profilesinterviewshuman interest eventsfeatures accompanying spot news

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Uncontrolled Media

News Releases - print and video

Photographs and Photo Opportunities

News ConferencesMedia Interviews

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Controlled Media

Information given out by organization

May or may not be used by media

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Relationships with media often adversarial: Lawyers and corporate disclosure Critical way reporters look at things Protective or defensive way

organizations handle themselves with press

Dealing with the Media

Personal contacts Continuous work Adapting information Using possibilities Mapping leaders’ image Monitoring Evaluation

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Evaluating Media Efforts

Message exposure national and local clipping

services

circulation figures, audience size

Content analysis

Who Should Speak?

Senior executive Other employees Delegation best

Good Service

Speed and availability Respond to all requests Utilizing opportunities

Planning

Long-term Short-term

Advice

Must be embedded in senior management

Become media oriented Media relations must be

delegated Must be an element of good

service Clear on who answers what

STOREBRANDGuidelines for Dealing with Media Requests1. Employees’ Responsibility

All employees of Storebrand have a responsibility to make sure that the media gets quick and effective service. Storebrand always wants to be ahead of any issue that may become a story in the media. Make sure, therefore, that the Communication Division is familiar with all issues that the media may show interest in. This ensures that we can provide the media with optimal service by giving the correct information quickly.

2 Media’s ResponsibilityJournalists are required to identify themselves when they make contact. The journalist must identify whom they represent. Make sure to determine what the journalist wants.

3 Three Question GroupsRequests from the media can be divided roughly into three categories,– Stock market sensitive information.– Policy questions. This would include questions about strategy, issues or principles of the firm.– Industry questions. This would include questions about directly insurance-related communication or other areas the company is involved in.

4 Who Answers Price-Sensitive QuestionsPrice sensitive issues are issues where statements are likely to have an affect on the price of the stock. The chief executive and communication director are the only ones allowed to make statements of this kind, unless otherwise agreed upon.

5. Who Answers Policy QuestionsPolicy questions that are limited to a specific business or area are referred to the director level or the communication director.The director that is contacted from the line must evaluate whether the issue can be handled there, or if they should consult with a regional/ administrative director or possibly the communication manager. If policy questions exceed your personal area of responsibility, the issue must be passed farther down the line, eventually to the communication manager. Remember that industry questions can change character during the course of a conversation and become a question of policy.

6. Who Answers Industry QuestionsQuestions that are of a purely technical and factual kind should be dealt with by whoever is responsible for that area. Questions can also be directed to the communication division. The line of command must also always be kept updated.

STOREBRANDGuidelines for Dealing with Media Requests

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Advice

Make the CEO responsible for press relations Face the facts Consider stakeholder reaction in every operating

decision Be a source before you are a subject If you want your views known, you must talk Avoid TV unless you can be candid Respond quickly Cage your lawyers Tell the truth -- or nothing Be human

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CEOs Specifically Must:

Speak out on the issuesEliminate press paranoiaHave Communications people

attend management forumsPut a Communications person on

board of directors (?)