Media relations

Abstract

Purpose

The purpose of this paper is to identify all important aspects of media relations researched by others and write a succinct literature review in order to facilitate the data gathering procedure for the future research in the field. Reliable references are quoted to fulfil the purpose of this paper.

Design/methodology/approach

This paper aims to provide an easy to read literature review about media relations and explain terms by appropriate examples. This is done by reading other articles from previous research and reviewed contemporary issues in terms of media relations that businesses face and how they manage the whole process.

Findings

Throughout the course of the work, it was found that many small to medium‐sized businesses and organisations do not actually plan for their media relations and have limited knowledge of the concept. However larger organisations and conglomerates have a good understanding of media relations and use it as a powerful PR tool. Just a few of them integrate their media relations with other components of PR and this can allow some speculations.

Originality/value

Media relations should not be used when issues and crises rise; it is essential to have constant liaison with top media owners in order to be informed about what is going on in the market. This allows adopting/changing strategies when needed in order to earn more public trust, as well as proactively identifying potential issues. Such flexibility and relationship with the media helps businesses to hinder potential issues from being turned to any kind of situation, which may harm own brands and publicity. Therefore customers feel valued and the government trust that particular business activity, because it is in favour with the society. Hence it gives invaluable credit to the business of the company.

Citation

Khodarahmi, E. (2009), "Media relations", Disaster Prevention and Management, Vol. 18 No. 5, pp. 535-540. https://doi.org/10.1108/09653560911003732