1.5 - About University

8.10M EDIA R ELATIONS FOR L EADERSContributed by Eilis Hiebert and inspired by John Wade and numerous other sources.Today’s speed-of-light media can have a more powerful effect on an organization than at anytime in history. Positive or negative, media look for newsworthy stories about environmentalresponsibility, chemical spills, human interest, downsizing, and especially crises. The mediacan make or break your organization’s image. The way your organization is portrayed in themedia can greatly influence public opinion, whether from a “good community citizen” pointof view or from unfair reporting.The media sometimes becomes the source of critical information for employees.Unfortunately, they may hear it first in mass media, rather than directly from their employer.Negative media coverage can have an impact on your employees. It can influence their moraleand how they feel about the organization as an employer.Ideally, your organization should have a media strategy and effective leadership for corporateand media communications. However, in reality, organizations have varying commitmentsto communication, from a separate communications department; to specific individualsresponsible for public relations, communications, media, newsletter, and news items; toeach department communicating its own message. Some organizations simply do not place ahigh value on developing positive media relationships.Your organization needs to take charge of its portrayal in the media. This tool will providebasic tips on how to work effectively with the media, at both a planning level and a tacticalone.L ONG- TERM MEDIA PLANNINGMedia strategy should connect to business goals. Otherwise, why have a strategy? The connectioncould be to customer and community relations, to support investor relations, or tosupport fund-raising in the example of a nonprofit. Media relations means knowing theattributes of news, to help the media get a story and help your organization get a story out.Whatever your situation, as a leader, you need to be media-savvy. You need to be aware of yourorganization’s media strategy and be able to get the right resources in place for an effectivemedia relations program. This table presents a two-way symmetrical model for media planning.What to do inside your organization✔ Put in place a media strategy and media training, andidentify spokespeople well in advance of when youneed them. (Part of this is so you have a crisis plan inplace, and your organization is ready to respond to anyeventuality.)✔ Most organizations prefer to have one consistentspokesperson deal with the media all the time, or it’sthe CEO’s job. This should not stop you from hooking❑❑❑How to become media-savyHelp reporters cover your organization. Don’t try to doit for them. Reporters strongly resist being told what toreport.Establish direct contact with journalists, at both theirinitiative and yours. Call journalists when you thinkyou have a story that may interest them.Set up interviews for journalists with management orspecialists in your organization.260 SECTION 8 TOOLS FOR COMMUNICATION