Media Relations

 Mercedes Benz hosting journalists in hopes they’ll cover the stadium

 Definition
o Relationship between media and organization
o Goal of the media
 Informing the public
o Goal of the practitioner
 To build relationships with publics
o Can clash
 What does this mean?
o One of the first tasks a PR pro is assigned
o Highly visible
o Important for 2 reasons
 Free
 More trust-worthy than advertising
 Can establish credibility
 Findings about the media
o Mass media influence is cumulative and long term
 Silver bullet vs cumulative effects
 Silver bullet -> message would be sent out and hit
you and you’d instantly be convinced of the message
 Cumulative -> for the message to be accepted it
must come out continuously for a long period of
time
 o Media makes up aware
 Agenda setting function -> mass media will help influence
what people talk about
o Media report bad news
 Trends
o Media fragmentation and loss of trust
 Multiple venues to get media
o Replacing PR with digital marketing or social media marketing
 More focus on boosting posts
o Blurring of lines between paid and earned media
o Getting noticed in growing media
o Evolution of influencer media
 Who has credibility?
o Data science
 More data available from social media

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