Introduction
Media relations of organizations have changed today, and it has become more dynamic Press conferences are held to announce a new product or service or new scheme, and it is being done in different ways now a days. The organizations have websites and new media have also come about. Even in America new media and websites dominate work culture in media relations and public Relations of an organization. The scene is dynamic if we are to hold press conference now. Gone are the Indira Gandhi days when more press relations and more journalist work dominated the media scenario Those days space marketing features and advertorials also played leading roles.
Media relations have become more complex due to media growth and technology proliferation and things of that sort. Media have become dynamic as we have more than lakh publications in India and growth is happening in radio and TV. More FM stations have been started, and more cable TV channels have come about in the country.
Internet has become dynamic and online publications have been booming. More online media means the PROs and corporate communication professionals of organizations have to take these into account before planning their PR strategy.
Growth of Cable TV
The growth of cale TV prompts PR personnel to take serious steps to capture TV audiences. The well rated TV shows and news attract companies to advertise and place news on their companies in TV popular formats TV journalism has become dynamic as in America and tends to attract lot of viewers to serious news makers and advertisers. The rating scenario plays a role, but PR professionals and advertising agencies want their companies to feature in most popular shows.
Video news reels have come about, and organizations issue video news to all audio-visual outlets. The press conferences are held to announce new products and the like and press releases are issued by sponsors and the like
What to do
In a dynamic media environment companies have to sharpen their media skills and portray good sie of their organization to one and all. Media relations policy is to be good, and media need to become responsive to organizations well-being in tough competitive marketplace
PR and corporate communication people of organizations got to be trained to handle press relations and media relations well. The media relations policy should be openness and frank interaction with media at the cost of none. The top management has to be taken into confidence in building good relations with all media. The policy of media relations executive is to be public be informed at all
Costs and not disinformed. The media relations industry is changing, and it is getting to be more dynamic and people oriented. The media scenario in the country is challenging, and it is technology savvy and people oriented. Mere good in language is not sufficient and a person has to have good grasp of media and social as well as political scenario of the corporate environment.
Whether to employ agency
Many organizations employ agencies to do media and press relations in India and America as well as other places. Agency is costly and if it requires constant and day to day’s work then it is better to employ agency and if less work is there it is not preferable to go to an agency. Also, when new products are launched or ventured into new business it is better to go for agencies or commission agencies to do media work.
Finally, it is today media relations is becoming dynamic and changing in today’s tough corporate social milieu. The care needs to be given to make media relations and press relations top attention and importance in management outlook. Media relations will become dynamic and effective in top organizations in private and public sector in coming days.
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The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
