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Media Relations

By Author: Sherry Roberts
Total Articles: 66

It is not enough to know what media relations is and what purposes it serves. To practice media relations, it is important to understand the process by which public relations operates. Media relations go further than creating messages. Effective media relations efforts are a result of processes and practices undertaken by the PR professional. The main focus is getting the right information to the right audience and tailoring the messages achieves the best result. One of the most effective ways to achieve this is to understand the key platforms. Determining the platform helps to know to provide the client with the right advice on the type of message and the target audience. While social media has revolutionized PR, traditional media remain vital. In spite of the growth of owned and digital content being able to sell in a good story, effective engagement with the media is still a crucial skill. The key is to understand the news agenda and what will work for the different audience.
Where effective media relations practiced, news will always be covered by means that support the message. When it comes to media relations, effective communication is important. While the communication process flows from the media to opinion leaders, the process is partially reversed in media relations. Communication flows from client to the media, then from media to the audience. Due to this nature of communication in media relations, there are various principles of communication that apply. One such principle is source credibility. The client must appear to be reliable and trustworthy. On the other hand, having news content covered by media gives powerful third-party support for the message. This is particularly important as messages are often complex while target audiences invest in more effort in the analysis since they are more skeptical about the credibility of information. On the other hand, information must be redefined for media relations. Information must meet the newsworthiness criteria to meet salience for journalism.

As with other public relations, the four stage process is important in media relations. The process begins with research. The aspect of research in media relations involves an initial fact-finding stage to differentiate between media outlets. These comprise of both mass and specialized outlets. A decision regarding the most suitable option must be made. The objectives stage involves determining the potential impact and importance of using the outlet. After, strategies to achieve the desired goals are developed. The programming process entails understanding the audience for the media outlet and how the media defines news for its audience.
The information obtained in this process helps in developing effectively targeted message for the audience. The Evaluation stage entails measuring the results by referring to the attainment of the objectives. The aim of the evaluation is to ensure that it was effectiveness in meeting the criteria set. Such can be measured through content analysis, publicity statements, tracking of messages and other means. These four steps are fundamental in any PR campaign. However, they are not four independent functions. Each overlaps the others, and when one is not effectively carried out, the entire process will be affected.
One of the key points in communication is messaging. Hampton Hotels Save a life program is one example of the value of effective messaging. By prioritizing the most important information and time and effective use of communication tools, PR campaigns can be a success. Effective Communication that distinguishes between information needs relevant to a particular audience often gives the best results.

Sherry Roberts is the author of this paper. A senior editor at Melda Research in 24 hour college papers services. If you need a similar paper you can place your order for a custom research paper from custom nursing essay services.

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