As mentioned in my last column, media relations is all about building sustainable relationships with press people. As such it is vital in assuring a positive outcome of any PR campaign. In PR, media relations will always be an important component. A company can achieve thought leadership if it is able to convey its ideas and messages consistently and regularly in mainstream press. It must also monitor closely thought processes of influencers, media included, so that it can find an opportunity to interject into the ongoing news conversation. This also means that companies must be proactive in telling their story.
And to accomplish this, an agency must engage its media-relations officers to utilize different media channels to bring across the messages that an organization wishes to impart to its target audience. Ergo, with this, media relations is considered as the “lifeblood” of an agency’s business, never a “small part” or just a “supporting act” in the agency’s overall operations.
One of the most vexed questions in media relations: Is it an investment or cost?
To say that media relations is an added cost would not be correct, according to PR freelancer Paz Atienza. “It is more of an investment. One invests in media connections not to merely send them a token for PR assistance, but to invest in a professional relationship with them. To see each other as professionals who both have jobs to do will make the relationship stronger and more lasting in the end.”
Team Ads managing director Teddy Pereña said media relations is an investment since you expect returns from your capital. “Dividends will be in the form of immediate airing of our side of the story and better write-ups.”
Full Circle Communications president Milen Sison-de Quiros pointed out that one must commit time and effort in order to build relationships with the media. And one way to guarantee this is for media-relations officers to become deeply and sincerely familiar with the beats and areas of interests of our press people.
“And once that relationship is established, a media-relations officer must know how to sustain it. But in doing this, he must always be genuine and sincere—both in words and in actions. And in the long run, the relationship becomes two-way—a healthy balance of give and take—not pertaining to any financial return, but an exchange of a positive bond—a real, long-term friendship. Thus making media relations a good investment for any agency.”
The way AMPR Publicity and Communications managing director Ana Liza Manansala looks at it, media relations is an investment. “It is a long-term investment. However, the moment you build that strong relationship with the media, you can expect immediate results. It is quite risky sometimes, but if you it the right way, the rewards would be great.”
Freelance PR and media relations practitioner Alice Balangue also agrees that media relations is definitely an investment. “You invest on relationships to maximize positive coverage in the mass media. It is also more cost-effective than advertising. It allows access to large and small target audiences.”
Relationships are self-rewarding investments. “Respect, courtesy, decency and sincerity are expected. Saying and showing our appreciation, abiding by the same professional code of ethics—these are all part of showing we care about that relationship,” said Lu-Ann Fuentes, editorial and communications director of Ogilvy Public Relations Worldwide Manila.
Assistant vice president for client services of EON The Stakeholder Relations Firm Malyn Molina termed it a complex one—there are tangible and intangible benefits to be reaped, with dedicated commitments to be followed constantly refined. “But overall, like any other crucial stakeholder, the media must be treated with respect so that they can in turn treat their PR counterparts with the similar respect.”
Europa Public Relations president Sylvia Pinca furthered it is both a cost and an investment. “Take for instance, sponsoring a golf tournament for editors and reporters—you pay a high cost for this but you know you now have a direct line to the media representatives you invited. The latter is what you call an investment.”
Fleishman-Hillard senior vice president and general manager Cosette Romero prefers to see it as an investment. “Investing in good media relations helps us produce the results we want for our companies and our clients. We interact with media regularly and not only when we need to pitch a story.”
Strategic Communications director Alex Pastor said it is a combination of both. It is a cost because the client will really have to shell out money first to make the right PR “noise” using all the types of media available. It is, of course, a lot cheaper than having an advertising campaign. It is also an investment because as with any investment, there are also risks involved.
The risks start with getting the right PR/media relations agency. As Pastor told this columnist, there are many PR agencies out there who are out to make just a quick buck, creating unachievable PR plans and misleading their clients. “Charging exorbitant fees but shortchanging them in return.”
Good relationships with the right media always go a long way. Journalists want information and substance. If you happen to provide that, your thoughts could frequently form part of the news development tapestry, allowing you to put your ideas and messages across select publics.
“By knowing media and their information needs well, you can create third-party advocates in the media profession which will allow you to convey your messages across your audiences without having to pay expensive advertising space,” said Carol Esposo Espiritu, Strategic Communications consultant.
If there is PRSP or IABC, PANA, 4As, etc., why can’t there be MRAP—Media Relations Association of the Philippines?
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News break
This PR agency quickly realized that they had no chance whatever of stopping a story, so they simply contacted the journalists and cooperated with them to ensure that they got the facts right and presented a fair picture of the events. The agency reasoned that the story was going to run anyway, but by being honest and upfront with the journalists they maintained open communication and built goodwill for the future. Bad news is fish wrapper—unless you take an obstructive or devious attitude with the press, in which case they will simply keep digging.
