The fundamental role of the media is to collect, process and give information to the public. While this principle has essentially remained the same, their connection to the audience has changed. Namely, the availability and speed of information has drastically changed. It accounts for the fact that information can spread via social networks in an extremely sudden unpredictable way. Mass media can play an enormous role shaping our personal perception and beliefs, especially when it comes to events we don’t know much about, as explained by Kurt Lewin’s gatekeeper theory, as well as Michael Kunczik and Astrid Zipfel framing model.

Mass media may be defined as means of communication, like newspapers, radio, television or the Internet, all of which can reach a large heterogenous audience. British communicologist, Dennis McQuail, argues that mass media creates media content; possesses certain technological configurations; is tied to a specific institution (for instance, a broadcasting network or a publisher); this bound by laws, rules and ethical codes; is a product of individuals and their financial interests (for instance, owners of broadcasting networks, distributors, advertisers…), and finally transmits information or other content to the audience according to the audience’s preference.

Furthermore, within mass media we usually differentiate between traditional media (press, radio and television) and new media: The Internet, digital publications – news websites, podcasts, social media (Facebook, Instagram, Twitter, etc.) – and so called over‑the‑top (OTT) media services, plus collaborative communication channels that transmit video and media content (WhatsApp, Viber, Telegram, Slack, etc.). Mass media can also be categorized according to impact and reach – private, public, state or community media – and according to program and revenue (non‑profit or for‑profit).

PRINT MEDIA

Print publications are a basic component of any media system. “Print media” includes traditional forms of publications such as newspapers, magazines, books or comic books. Almost every country, state, district, city or county has its own print medium. Newspapers do not necessarily create communities, but they contribute greatly to determining, delineating and preserving their identity boundaries. Contemporary newspapers contain a lot of information. The news they publish is equally a product of individual research on a given topic and of information sent by correspondents or external media relations experts.

Just because content is sent to a newspaper, it will not necessarily be published. The content sent to newspapers needs to be relevant and high quality. It is usually in the form of a press release or a list of facts that can be used for writing newspaper articles. In the case additional clarification is needed, it is best to approach journalists and editors directly within a specified time so the information may be conveyed clearly and accurately.

When it comes to print media, it is important to mention newspaper agencies. They transmit news directly from the scene via effective, short and concise journalistic messages. These agencies are publishing and commercial informational institutions which collect data on current events and visual content. Data is subsequently delivered to newspaper, radio and television agencies. These agencies can reach a wide audience and are usually considered reliable. Therefore, it is important to maintain communication with them. The best way to approach newspaper agencies is through their nearest office or through a local correspondent.

RADIO

Regardless of the speed at which information spreads on new media, radio is still the fastest medium for transmitting information. It is often the medium which the local community trusts most. Local radio stations have the biggest audience in their area. The total number of radio stations keeps growing every day – which fragments the market further. The radio is a selective medium which seeps through all layers of society. It can be heard at any moment, at any place. It is easily accessible to the listener. Because of its flexibility to broadcast and re‑broadcast content, the radio is a valuable part of any media relations strategy. Commercial radio stations are the best type to approach – they are for‑profit and offer a lot of possibilities to communicate key messages: from appearing in radio shows, and sharing content during informative radio slots, to running promotional ads on air.

TELEVISION

Although radio is still the fastest medium for transmitting information, it is not the dominant one. Television is, to this day, the worldwide leading medium. It has the dominant role in forming public opinion. The visual aspect of television has an enormous impact in this respect. Television emphasizes the individuality of the speaker, which is why television appearances need to be meticulously prepared to convey desired messages. Television is indispensable to media relations– it needs to be part of every strategy, since any broadcast opportunity is a chance to transmit information to a wide audience. Wilcox, Cameron, Ault and Agee show that good relationships with television journalists open possibilities for public appearance in special segments of news shows (like the evening news or shows dedicated to your area of business); appearing on talk shows, video press releases, coverage of your press conferences, etc. It is important to differentiate between linear TV (where content is broadcast according to a specific schedule) and non‑linear TV (content on demand), because they both require creation of different types of content.

NEW MEDIA

With the global spread of new media and social networks, an extremely fast transmission of information is now available. This includes a variety of new media relations tasks needed to be performed in a short amount of time. Emails, websites and other Internet content all allow fast access and transmission to a very wide audience. However, this speed has consequences – an overwhelming amount of information, emails, calls, etc. All of this has an undesired effect.

It is important to carefully organize and curate the content you are distributing over the internet. Your website needs to be easy to browse and to use, so members of the media can quickly find the information they need, including your contact information. It is also important to note that quantity does not equal quality, and that not everything you publish online will be published in the media. A precisely coordinated email campaign that targets journalists with relevant information is better than sending numerous emails to generic addresses. Therefore, it is important to create and maintain a contact database containing contact info for relevant members of the media industry. Also, send content regularly, yet moderately, to specific journalists within their respective domains. Information that is relevant to a finance journalist is not as valuable to a sports journalist.

The importance of having a good media relationship may be viewed through eight key functions journalism – and therefore the media – has in everyday life. These functions, according to Stephan Russ-Mohl are:

• Information

Every medium has to offer a wide variety of information for the readership to consume. It is unrealistic to expect that your organization will have a daily presence in the media. However, by establishing and nurturing good relationships with the media, your presence will greatly increase.

• Articulation

The media shapes the narrative around certain issues and problems. This makes these issues a matter of the public sphere. In this, they act as a trigger warning for the society at large. In key situations (like in a crisis), positive media presence helps spread a few good words about your company, while furthering your credibility as a relevant source of information on certain topics.

• Agenda

The media puts forward certain media agendas, directing people’s attention to a small number of events and topics. With this amount of control over media presence in mind, by having a good relationship with the media, you are more likely to increase positive media presence for your company.

• Criticism and control

The media is sometimes called a watchdog. It is always where the chaos is. Their job is to oversee, control and criticize. If you are portrayed as a negative persona, the media will report accordingly. Good relationships turn this paradigm around – instead of being criticized for not doing enough, you will be glorified for doing more than anyone else.

• Entertainment

Entertainment is undoubtedly the most important factor in the media today. This is focused primarily on satisfaction and societal needs. Do not let your media presence turn from professionalism to an object of entertainment.

• Education

The media have an educational function. Although it is primarily within the domain of the education system, the media’s educational reach on the Internet has never been more present. Take part in this – educate and inform your key audience with your content and media presence.

• Community and leadership

The media socialize people and their leaders. In democratic societies, the media have a leading role on numerous community issues. Having the media at your side is key to forming a positive image about you within a community.

• Integration

The media builds bridges, making all walks of life relatable to the public. Positive media presence can help you create new partnerships and opportunities which were previously unattainable to you.

Today’s information gets distributed at an incredible speed. For them to publish a news story that is relevant, and likely to boost sales (i.e. profit), a journalist has to handle information in the shortest amount of time possible. Therefore, the content you create, meant to be distributed to the media, needs to follow certain guidelines to maximize effect.

Robert Gunnin, American media relations expert, highlights ten principles for creating media content:

1. Make your sentences brief – Sentences with more than 20 words weaken the weight of the information you want to get across. However, sentence length should vary so as not to appear monotone or dull.
2. Simplicity over complexity – The secret to good writing is to bring down sentences to their purest form. Do not go around in circles, use unnecessary, unrelated jargon or superfluous words – that’s how sentences lose clarity.
3. Give preference to everyday expressions – When you are sending a message, your thoughts need to relate easily to others. The best way to do this is through short, simple everyday language.
4. Avoid using unnecessary words – A large portion of writing for the media is watered down with empty words. This is tiresome for the reader and distracts their attention.
5. Use the active voice that expresses action – The active voice makes the writing appear livelier and captures the reader’s attention more easily. It is stronger and more direct than the passive voice.
6. Write in the same way you usually speak – You should avoid strict and formal language, particularly in the beginning of the text, reserved for the most important information. Be specific but do not bore the reader by being overly formal.
7. Use easily understood words – Avoid vague writing and using industry jargon. The terminology you use also needs to be explained. To keep the text short, instead of heavy jargon, opt for a word that is understood by the general population.
8. Find common ground with what is relatable to your readers – In your writing you, should have relatable reference points. Convey information in a humane and simple way for your main intention to get across clearly.
9. Be versatile – Writing is communication. The way you use language reveals distinct features about you as an individual. Develop your own style.
10. Write to convey information, not to impress – The probability of you impressing someone using big words and a wide vocabulary is very low. The primary function of your content is information.

When cooperating with any type of media, you must adjust your expectations. The media sells information and entertainment as a product. This is why certain audience behaviour is stimulated – buying, reading, watching and listening to the media. It is also important to note that the media sell ad space to advertisers, and they are also influenced by politics – ownership politics, advertising politics, editorial politics, etc.

Through years of research, the PR profession has defined some key principles for effective media relations:

1. Speak openly
2. Be considerate
3. Do not request or criticize
4. Do not ask for the story to be buried
5. Do not overwhelm the media with information

Speak openly

Honesty and trustworthiness are the best, and the only, correct media relations policy. Trustworthiness is gained through years of work and relationship building with the media. This principle must be absolute law when communicating with the media. If you are unable to answer a question, explain why you cannot divulge the information – but do not lie.

Be considerate

You need to respect the limitations and deadlines that govern certain media. The best way to ensure good cooperation with journalists is to provide them with relevant, interesting, factual and complete information in the shortest amount of time. In doing so, you make it easier for the journalists and start building good relationships.

Do not request or criticize

Journalists need to be given flawless information. When they publish flawed content, both you and the journalist lose credibility. Frequent requests for something uninteresting, incomplete and irrelevant to be published will not get you the positive media presence you are looking for.

Do not ask for the story to be buried

Attempts to hide information are one of the biggest media disasters your company can create. Not only do you damage your credibility and reputation, but you also see its negative effects on all aspects of your business. You cannot ask members of the media to bury information. The best way to stop an undesirable media situation is through incident prevention.

Do not overwhelm the media with information

It is extremely important to know the difference between relevant and irrelevant information, as well as what does or does not make for a potential news story. If you overwhelm the media with a bunch of useless information, they will slowly but surely stop publishing your content and other relevant information, regardless of the quality.

Experts in the communication industry have found ten useful guidelines for working with the media (S. M. Cutlip, A. H. Center and G. M. Broom):

1. Speak from a position of public interest, not corporate interest
2. Make the news you are distributing simple to read, process and use.
3. If you do not want to be quoted, do not say anything
4. State the most important facts at the beginning
5. Do not argue with journalists
6. Do not repeat common knowledge or use offensive language
7. Give direct answers to direct questions (the more complex the journalist’s question is, the simpler and shorter your answer should be)
8. If you do not know the answer to a question, say so and give the correct information as soon as you can
9. Always tell the truth
10. Do not call a press conference if you do not have good news

To add, also be approachable and inviting. Do not stall and be aware that journalists are professionals whose job it is to create news and distribute information. Cordiality and honesty are your most effective tool for working with the media.

*Prema: Zoran Tomić, Odnosi s javnošću – Teorija i praksa

The most important task for media relations experts is to have a deep knowledge of the media. Meaning, they know the way the media works and how to work with the media; know the technology used in the media; know how to adapt material to a given medium; stick to deadlines; adapt to the specific stylistic requirements of a given medium; attract the audience of a certain medium, etc.

Media relations also include handling and maintaining the public perception for a certain company or organization as portrayed by the media. These experts build and cultivate everyday relationships with journalists – who are, among others, the basic way in for a media appearance. Nurturing excellent and credible relationships with journalists creates a platform for the credible exchange of information. If media relation experts regularly provide journalists with quality content – and if a company is approachable and transparent, or if it has dedicated communication efforts providing all the relevant information for publication – then the organization becomes a trusted source of information. It encourages journalists to regularly return to it for cooperation.

Every organization should have an established strategy for media relations. For this strategy to be effective, a detailed analysis of internal and external factors is needed to define the framework for your company’s media relations needs.

Media relations is a permanent program which each company should implement. These relations need to be marked by two-sided communication and mutual respect. Note that journalists are professionals. They work according to the professional and ethical bounds of their industry, in addition to their own personal moral and ethical principles. Appearing condescending to the media or journalists can have an undesired effect. While it is normal to direct or forward content to the media specializing in that particular topic, favouring one news outlet or media for everything can have very negative connotations.

Having excellent media relations can have numerous benefits for your business. Alison Theaker, a public relations specialist, has highlighted these in her Public Relations Handbook:

• Developing and establishing your company’s image
• Creating a trustworthy profile for your company or for the public face of your company
• Influencing opinion among your target audience (like beneficiaries or buyers)
• Improving your relationship with your community
• Having a better and more legitimate influence on the regulatory framework
• Improving communication with your investors and their advisors
• Improving relations within the industry