Some of t tools for maintaining effective media relations include organizing of press conference, holding press briefings and arranging press visit or facility tours for the media men.
Press Conferences:
As a public relation practitioner, it is our responsibility to organize the press conferences. A press conference is generally used as the occasion for the release of news simultaneously to all the media, provided the subject is newsworthy.
This leads to an immediate question: when should we organize a press conference? The answer is –‘as seldom as possible’. We should not fall to the temptation of calling press conference, if the subject does not demand discussion between our organization’s spokesperson and the media.
In such cases, a press release will sufficiently do the job. If, however, our organization has to announce a major policy change or speak about a labor-management rift, or launch a product which requires demonstration, the occasion demands a face-to-face dialogue and not a one-sided statement. This calls for a press conference.
Public relations office should be in control of press conference from beginning to end. Ideal timing of press conference should be 45 minutes to one hour. It is mandatory to have good rapport with media persons for healthy media relations.
Press Briefing:
Press briefing is different from press conferences. And it can be both proactive and reactive, no need for elaborate arrangements. By proactive, it is meant, that certain clarifications or point of view is required to be given after a crisis situation. In this case, some media persons are invited for press briefings.
In case of critical issues, besides an informal briefing given by the spokesperson of the organization, a written statement may also be handed over to avoid misquotation.
In case of reactive press briefing, a press person seeks an audience with the chief spokesperson for seeking certain clarifications or to have his/her point of view, before filing the story.
Press Tours:
Press Tours or facility visits much of the exercise is similar to organizing a press conference. More elaboration arrangements are, however, required to be made as it may involve transporting the party to a long distance.
The occasion could be landmark achieved, commissioning a project or a crisis situation like accident. Both occasions need careful planning and organization. Notice in written could be given to the head of media organizations about any press tours, if their staffs are invited.
Exhibitions:
Exhibitions are the most exciting way to reach media persons. Those cover a very diverse series of events, ranging from major international trade fairs to small local activities organized by community. Exhibitions helps to boost the reputation of organization and easy to get the media attention about your products, other benefits that organization can reach audience and customers directly.
Open Days:
Open house is an important tool to build rapport with the community/neighborhood where the plant is located. It is also a widely employed way of building pride and morale among employees and their families. The public relations department organizes visits for employees’ families and community at large. This is done on a few chosen days in a year which are referred to as ‘open days’.
These are the some of the good methods to boost media relations for the public relations personnel. Good and effective communication with media is always help organization. The public relations department should use these methods often to get in touch with media persons.
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