MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
neutrality and network made media relations based on subjectivity and
neutrality. On the media side these two types of media relations address
professional media which are divided on media positioned within
traditional journalism and open journalism and participatory media
which are placed within the area of the so called citizen journalism and
the social media sphere.
The relevance of this framework for the assessment of media and civil
society organisations increases rapidly, since, with the changing media
environment and the evolving online atmosphere, traditional media
relations strategies are shifting to practices that are more relevant to
social media environment. In this framework that can describe majority
of media and organisations current situations, the open journalism
(journalism practiced by organisations, civil society organisations
included) and the traditional journalism remain the basic mutual ground
for the development of this relationship and use of media for civil
society organisational goals. The most evident example of the scope and
inluence of open journalism outlet would be a newsletter and related
links that demonstrate the need for a civil society organisation, or their
cluster, to coordinate activities both within traditional media relations
and social media relations. Apart from traditional media relations,
civil society organisations address also participatory media which is of
primary importance for media relations and promotion of their mandate
and role in advocacy they play in the society. Social media relations, on
the other hand, use different tools within their linked networks to access
citizens through open journalism and social media sphere. As it is evident
from the model and can be concluded from the numerous practical
insights, successful media relations of a civil society organisation (or a
cluster of those organisations if they decide to unite strengths in order
to achieve better communication results, and, therefore, form a cluster
of organisations) need to develop both types of media relations in order
to be able to communicate successfully eficiently with their publics and
use media for their organisational goals.
3 Strategy Pillars
The strategy for media relations of an organisations should, as it
has already been pointed out, be developed as a part of an overall
communication strategy, or public relations strategy that is to be
considered as an integral part of the overall organisational strategy.
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