Week 6 - The one where Terence debated against Media Relations....

That's right, I sold my soul to the devil this week. I debated against Media Relations being the focus of PR campaigns........no wait, *feels around his body*, my soul is still here..IT'S NOT GONE!!

Media relations is defined as the focus on interaction between organizations and the mass media in hope of promoting their policies, practices and products to the general public in a positive and credible light. In today's day and age, media relations has grown to a stage where there is a common platform that has a very broad outreach - the Internet.

Coupled with elements of traditional media such as print media and the broadcast industry, organizations now have more options to choose from with regards to self-promotion. Such avenues includes a well-written media release, news conferences and maybe an exclusive story to a single media outlet.

With that said, the most important factor in all of this is a proper media strategy. Running around without a plan is akin to a headless chicken - slowly but surely, meeting a fatal end. News coming from the organization needs to be tailored to suit the region they're based in, otherwise it's as good as a dud.

My personal belief, however, is that there's more to improving relationships between organizations and their key stakeholders than just going through the media and broadcasting a message/advertisement or writing a media release.

As I learnt in an earlier lecture, there are other ways that are effective in strengthening bonds between an organization and its publics. For instance, experiental marketing is a fantastic way to showcase an organization's products and practices. While this method demands the best and only that from the organization, it at least pushes the company to strive for the limits in ensuring customer satisfaction and in turn, a better PR image amongst the public. At the same time, customers will be attained through the free trial of products/practices while old customers will feel the desire of the organization to connect and hence reach out themselves.

People believe in the personal touch - if they feel someone reaching out to them, they're more likely to recipocrate and reach back out. Instead, if they feel someone's telling/forcing something down their throats and years, they're not going to be very receptive about that.

However, having said that, I feel that media relations and the personal touch should work together hand in hand with regards to promoting and improve the PR of an organization. Media Relations ensures that the organization is able to reach out to a larger group of audience, regardless of the end result. Personal methods like experiential marketing can then come in to help 'seal the deal' ;)

Terence...OUT!