IMPORTANCE/SIGNIFICANCE OF

MEDIA RELATIONS
1. Free advertisement
2. Essential tool of communication
3. Extension of marketing expenses
4. Better reputation
5. Cost effectiveness
6. Rescuer in crisis
7. Credible publicity
8. Tool for management to measure service quality
9. Tool for management to provide immediate service recovery
and service guarantee
BUILDING EFFECTIVE MEDIA
RELATIONS
A) Researching the Angle
- Finding the white space
- Showing the research to media
- Creating a plausible story
B) Anticipating needs
- Visuals
- Spokesperson availability
- Quotes and press material
- Timelines and plans
- Third party experts
- Questions and answers
C) Introducing and contacting media

-Introducing the brand

- Asking questions
- Expressing intentions
- Connecting on a personal level
- Social media
- Asking oneself what’s vital v/s what’s interesting
D) Practicing Good habits and earning
favour
• Honouring timelines
• Offering other contacts
• Amplifying news
• Reading and engaging with other news
• Bringing reporters as experts
• Staying in touch
PRINCIPLES OF GOOD MEDIA
RELATIONS
1. One voice
2. Choosing the right spokes person
3. Answering the questions
4. Media as allies
5. Accountability
6. Helping media
7. Updated PR
8. Friendly approach
9. Respecting media’s opinion
10. openness