CHAPTER FIVE

PUBLIC RELATION
5.1 Introduction
There is almost no single industry without competition. Media is an industry where the
competition is intense and it has been used for various purposes by organizations regardless of
their size and country of origin. Hence, businesses and organizations need the media for a rainy
day; therefore effective and intimate relationship, in which respect and understanding of each
party’s interest is carefully considered, must be exercised. Journalists and reporters are busy
people whom getting hold of is difficult in the dog-eat-dog world of the so-called information
era. Thus the best possible way of contacting them should be identified by responsible
individuals at organizations. This is a vital task which needs extreme care and skills to establish
and manage effective media relations (MR).
5.2 Definitions of Public Relations
Different scholars, professionals and groups have defined public relations according to what it
does and what it achieves. Generally, there are two schools of thoughts when it comes to
defining public relations. Firstly, the widely recognized view that public relation is a
communication function and secondly, several American scholars’ view that public relation is a
management function.
The original definition used by the British Institute of Public Relations (BIPR), points towards
the first view as it describes public relations as “the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its publics”; too
highlight that this definition points out that public relations aims to create mutual understanding
and explain that an important element in achieving this is that public relations should be seen as
a two-way process.
The second view that public relations is a management function is explained that public relations
is “the management of communication between an organization and its publics”. Meanwhile,
Cutlip et al. (2000) define public relations as “the management function that establishes and
maintains mutually beneficial relationships between an organization and the publics on whom its
success or failure depends”.
According to Wilcox and Nolte (1995), public relations are the building of relationships between
the organization and its various publics (customers and stakeholders), including journalists.

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5.2.1. MR and its role in community image of organizations(PR)
Organizations continuously strive for developing their image and improving their long-term
relationship with key publics (Grunig, 1990). Wells and Spinks (1999a) suggest ethics and
honesty enhance positive “media exposure” while dealing with publics. This (positive media
exposure) needs to be taken into the core of every organization’s activities, in order to increase
chances of improving the organization’s community image. Young (1984) suggests that media
network is an opportunity to every organization to communicate information to the public. Thus,
well established media relations offer organizations and businesses a higher exposure to publics
and community. However, sustaining community image will not happen, unless organizations
and firms practice concrete MR. Therefore, they need to be on-line, in papers, on TV and radios
accompanied by positive comments. Nevertheless, it is not always possible to have good news;
dissemination of bad news needs to be well structured and justified in order to save the
organization image and reputation in public minds.
Zikmund and D’Amico (1995) argue that press releases create a favorable image in the public
minds; which would benefit the long-term strategic vision of an organization. Wells and Spinks
(1999) discuss that organizations employ various communication channels to reach their target
audience by following “effective communication systems” principles. Image and reputation of an
organization circulate the business blood where, businesses are a country’s blood. Livingstone
(2007) mentions that we can no longer imagine our lives without media and communication
technology. MR plays an invaluable role, as they almost simultaneously get an organization’s
messages across to publics. However, MR cannot be established overnight and importantly it is
not confined with crises occurrence. Gumpert (1997) and Higgins (1999) both suggest that the
future of PR and MR will be on the internet. This indicates the importance of new media to
organizations and need for its adoption.
5.2.2. The role of media for business organizations to address the public
Organizations need to endeavor to enhance public trust through effective MR, therefore they
need to regularly emphasize their positive and fair activities. Accordingly MR would assist
organizations for developing their reputation and reliability in a cost effective manner. As of the
dynamic nature of business environment, companies sometimes are surprised by issues and
crises around them. To clarify the necessity of MR and its impact, good MR would contribute to

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strategic objectives of organizations; in which various channels need to be utilized by
organization for fulfilling their strategic purposes.
The media look for all sources of information to find out about an event which they feel is
newsworthy. Therefore, being the source to the media is critical, as information will be genuine
and immunized from manipulation of outsiders. This is about collaboration with the media and
providing them with first-handed news, which inevitably strengthens MR. Explaining the
importance of an issue to journalists and reporters, is part of “grooming relationship” with the
media; this will be of “value in the future”.
It is crucial to businesses and organizations to convince the media experts, journalists, reporters
and analysts to listen to what they have to say. Therefore, special skills and expertise are the key
factors in developing media relations. Grunig (1989) in his discussion about the four models in
PR, mentions that, asymmetrical communication PR tends to “persuade publics” whereas;
symmetrical communication PR means to “reach a compromise between the interests of the
organization and its publics”. Therefore, selecting the right media, the right journalists and the
right reporters are deemed critically important to organizations to get their message across to
their target public.
5.3. Media relations
It is crucial to businesses and organizations to remember that they operate within communities,
in which they have substantial audiences. Thus co-operation with the media is essential and the
key to succeeding in establishing as well as maintaining relationships with the media. This is all
down to communication skills and attitude of individuals. Before contacting the media, having
an idea about what type of journalists and or reporters you are going to talk to is incredibly
important. This is essential to bear in mind, as we are between two generations: traditional; and
modern.
5.3.1. The Purpose of Media Relations
Many, particularly in the pro-life community, have misconceptions about the media and the use
of media relations as a strategy for getting the pro-life message out to the masses. Some believe
the media is biased and won’t report all the facts or will fail to represent the pro-life message
accurately. Predominantly, the media is just looking for a good story. A solid media relations
plan will help you develop those stories more effectively. This can bring a wealth of benefits to
your organization by:

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 1. Raising awareness and gaining exposure for your organization
2. Increasing your donor base and participation at organized events
3. Presenting “your side of the story” to the masses in a clear, concise way

5.3.2. MR and its originality

Medias are now part of almost everyone’s everyday life throughout the globe. Rapid growth of
new media and impacts of media, in general, is inevitable, particularly by presence of the
internet, interactive and digital media. Once a press release and/or news are aired, it is done and
surely would have impacts; however small they are. Technology changed the world and
facilitated building up relationship with media and interacting with a wider audience than ever
before.
The terms “public relations” and “media relations” are still used interchangeably by many;
however they are not exactly the same. Hence, drawing a clear line between the two terms is
crucial in order to understand each of which roles better. MR addresses the relationship that
firms build up with journalists, editors and analysts; whereas PR expands that relationship further
to the general public. However, MR and PR cannot be separated in the dynamics of the 21 st
century and its turbulence. Surprisingly, there are still some practitioners who dedicate less time
to MR.
Media has been divided into “traditional media” and “new media” by many scholar and
practitioners. They are both equally important to organizations. Despite incredible growth of
interactive and digital media, there are still some traditionalists who want to read about
organizations’ activities on hard copies rather than going on-line or press the “red button” on
their digital TV (Digitalstore, 2007).
This is why there are numerous of newspapers and magazines as of traditional media published
every year. However, the internet as a new media is still booming throughout the world; although
some argue that its growth is getting stagnant. New media is a new challenge, which has surely
changed what the media used to be. Cutlip et al. (2006) discuss that inclusion of new media as
part of the process of social changes. Therefore, there is enough evidence to suggest that, World
Wide Web (WWW) is now becoming an important communication tool on which MR can be
effectively exercised. White and Raman (1999) argue that the WWW is the first controlled
public relations (PR) mass-media, but is not filtered through gatekeepers.

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Here, skills and passion are needed to take advantage of this new experience. Before the internet,
advertising was the only way to transmit controlled messages via the mass-media. Hill and White
(2000) mention organizations tend to strengthen corporate identity, gather data, provide
information to their stakeholders and the media via WWW.
The internet gives the opportunity to all organizations and businesses to pronounce their
operation worldwide. It also allows direct and more effective communication with their key
public regardless of geographic factors and barriers. For example, if something occurs in China
now, within a few minutes it will be broadcasted throughout the world. The internet bypasses all
the geographic barriers, but countries’ rules and regulations, in which the organization may have
stakeholders, must be considered for legal purposes. Being successful in managing this, the
media would be more interested to get in touch with such organizations. This in turn adds values
to the company’s publicity.
5.3.3. Ten Commandments of MR
Here are ten “commandments” to more effectively build a media relations plan for your
organization:
Commandment 1: Cast a Vision
Large corporations hire multi-million dollar public relations agencies to help them “cast a
vision” for their company. A vision is a clear and compelling image of the desired end results in
sufficient detail that it can be recognized as complete once accomplished.
Commandment 2: Define Your Message
After you cast your vision, the next commandment comes down to one thing: defining a
message.
Commandment 3: Tone down the Rhetoric
Unfortunately, many times the pro-life activist is his own worst enemy. When you are putting
together your media relations plan, think about how your statements will be portrayed in the
media. Get creative. You may be surprised at the response you receive.
Commandment 4: Know what’s “Newsworthy”
One of the biggest errors organizations make in media relations is not knowing when to contact
the media and when to hold off. Nothing turns off the media faster than receiving hundreds of
press releases on issues that are not newsworthy. News must be “breaking” or new and it’s got to

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have something unusual or important that effects more than just your organization. This “hook”
is something that every news release needs to have.
Commandment 5: Build a Solid Media List
In the media, different reporters cover different topics or “beats.” Spend some time finding out
who covers the topic you are pitching. If you are planning a major protest or rally, you probably
won’t contact the sports writer. Find out who covers the hot-button social issues. This could be a
health reporter or political writer.
Commandment 6: Sharpen Your Press Releases
A press release is a vital tool to getting the media’s attention. The release tells your story in an
objective “journalistic” tone. One reporter at a newspaper or television station can get hundreds
of press releases a day. Most of these press releases get briefly skimmed and thrown out. This is
why it is imperative to keep your press releases short and to the point. Any “opinions” should be
presented as quotes not as statements of fact. Make sure to give it a catchy headline that grabs
the reporter’s attention.
Commandment 7: Choose Spokesmen Wisely
Every good media relations campaign requires a spokesperson to drive the message home. Not
everybody in your organization should be talking to the media. Make sure the person you pick is
articulate and good at thinking on his or her feet. Pick the appropriate person for the occasion as
well.
Commandment 8: Plan Press Conferences Strategically
Press conferences can be a very valuable tool to get a lot of media out for a single event.
However, they must be well planned and used sparingly. If the media take the time out to come
to your press conference, make sure you have something important to say. Make sure you cater
the press conference to the needs of the media.
Commandment 9: Maintain Contact with the Media
As an organization you may have contact with dozens of reporters and journalists throughout the
course of a campaign. Collect these names in some sort of database or organizers. Typically
media that have covered an issue once will want to continue to receive follow-ups on the story.
Commandment 10: Build Media Friendships
With issues that receive extensive media coverage, over long periods of time, you will find that
you begin to form friendships with reporters and journalists. This is a good thing. Believe it or

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not, the media is not all left-wing radicals. In fact, you might even find many that sympathize
with the pro-life message. Even if they don’t, if you’re respectful and articulate, you’ll find many
are curious to learn more.
5.3.4. Two critical situations in MR
Good media relations means the company can maximize the positive effects of news coverage
and minimize the damage from negative news coverage. Accomplishing this requires:
 A Close Relationship with the CEO
 Good Working Relationships with the Management Team
 Good Relationships with the Press
If there is something positive and newsworthy going on, the right person knows about it, knows
whom to get the information from, knows who to consider for an interview, and knows whom to
call about the story.
So much for the “good news” part of media relations. What about when the news is bad?
Crisis Management
Reporters have the same reaction to bad news that sharks have to blood in the water they begin a
feeding anger. There is no escape, but following the guidelines below can minimize the intensity
and the duration of the pain for the company, the managers, and the stockholders.
 Talk to everyone involved
 Get the truth out
 Framing the response
 Talking points
 Internal announcement
 Working the story
 The rebuilding process