Question

Identify 2 examples of proactive media relations in your community? Discuss 2 recent news stories that you believe are examples of reactive media relations. Explain why you belothat they are reactive . How could the organization have more proactive?

Answer 1

Media relations is a component of public relations that focuses on activities between a business and media outlets -- newspapers, television and radio stations, magazines, and online outlets. A business that invests in proactive media relations makes relationships with these outlets a priority and an ongoing effort. This helps to forestall having to react to media coverage that is inaccurate or damaging. The consequences of not being proactive in your media relations can reverberate throughout your company and can cause long-term damage.some of the parts of Proactive media relations:

>The Press Release is often your first step in proactive media relations, detailing a newsworthy event about your business that you send to media representatives on your list. Provide just the details: who, what, when, where and why. Put the key messages -- the most important points about your business -- into every press release so they get placed in the outlets every time. Follow up with reporters and editors to cultivate the relationship; let them know you are available for any questions.

>Events are also part of proactive media relations. They can be serious, news-oriented events like press conferences, or more social events like an open house to give reporters a chance to meet a new company executive

>Crisis Management: The test of your proactive media relations comes in the wake of a crisis. Every business will experience one, whether large or small. It could be an employee involved in an illegal activity, or a natural disaster at a satellite office.

** 2 recent news stories that you believe are examples of reactive media relations.

(1) Specsavers

When the wrong Korean flag was mistakenly displayed during the Olympics, causing protest among the North Korean women’s football team, Specsavers didn’t waste any time creating an advertisement reacting to the event. With both the North and South Korean flags featured, the brand seamlessly connected the mistake with their “should have gone to Specsavers” ad campaign. Creative lead for Specsavers, Graham Daldry, said “We were on the lookout for an Olympic ‘Should’ve’ and we haven’t had to wait long for a classic”

(2) Tide

Think laundry detergent is too bland a product to generate attention with reactive content marketing? You’re wrong. With nearly 100,000 Twitter followers and 3.5 million likes on Facebook, Tide makes itself heard through a constant stream of tweets and statuses. By using current events as a marketing strategy focus, the brand places itself in the real world with consumers. Tide’s content marketing shone brightly through the Super Bowl blackout. Moments after the lights of the Superdome went dark, Tide sent the below message out on Twitter. The combination of simplicity and timing sent Tide’s tweet viral, and all it took was a little quick thinking.

. Under a proactive media relations program, you will initiate contacts with the media on a regular basis.

Companies should welcome and encourage attention from the media. If you aren’t getting press coverage, you should be taking steps to increase your company’s brand visibility.

The process begins with establishing and maintaining good relations with reporters, editors and broadcasters – on and offline. Good media relations are not one-shot events. They are relationships that you carefully build and maintain over time.

Media relations can help your company gain marketplace attention, providing clarity and credibility to help move your customers and prospects to buy your products and services; news stories will reinforce a positive brand image of your company.

The goal of a media relations program is to build business in your markets by creating an image of your company as the best provider of your type of products and services.

Your company can generate a considerable amount of good will, customer loyalty and new business by a proactive, continuing media relations program. To achieve this, you should actively seek media coverage on an ongoing basis, and not wait for reporters to call your business