A very important aspect for corporate communication is a company’s media relations department because as it is the department from where investors, suppliers, retailers, and consumers receive information and develop the image of a company. It is a best tool for corporate to communicate with all of their constituents. It is the responsibility of a company’s corporate communication department to maintain a good media relation. It deals with issues rather than specifically with products or services. It involves two-way communication between an organization and its public. Moreover, media relation requires listening to the constituencies on which an organization depends and then it analyzes and understands the attitudes toward and behaviors of those audiences. Only then, can organizations undertake effective public relations campaigns. 
A positive relation with media by proving correct and required information helps organization create a strong public image. Organizations usually have little control over the message in the media, at least, not as much as they do in advertising. Regarding publicity, reporters and writers decide what will be said. Thus “no comments” can never be an option while talking to media. The media has the power to build organization up or knock it down.
The main goals of the media relations are to create, maintain, and protect the organization’s reputation, to enhance its prestige, and to present a favorable image. Media relation involves product public, employee, financial, community, government and political relations, consumer education, and crisis communication.
EXAMPLE
The Coors case provides an example of the importance of having the most authoritative figure respond to the media. When 60 Minutes approached Coors, the Coors Company decided to have the Coors brothers be the people on the show. Coors was facing a nationwide boycott of its products due to allegations of unfair labor practices. The Coors Company knew that this story on 60 Minutes was either going to make or break the company. The story showed Coors very positively by responding to the unfair labor practice allegations and illustrated that the nationwide boycott did not have a solid foundation. In this case, Coors used the media to its advantages and helped to repair the company’s image.
A positive relation with media by proving correct and required information helps organization create a strong public image. Organizations usually have little control over the message in the media, at least, not as much as they do in advertising. Regarding publicity, reporters and writers decide what will be said. Thus “no comments” can never be an option while talking to media. The media has the power to build organization up or knock it down.
The main goals of the media relations are to create, maintain, and protect the organization’s reputation, to enhance its prestige, and to present a favorable image. Media relation involves product public, employee, financial, community, government and political relations, consumer education, and crisis communication.
EXAMPLE
The Coors case provides an example of the importance of having the most authoritative figure respond to the media. When 60 Minutes approached Coors, the Coors Company decided to have the Coors brothers be the people on the show. Coors was facing a nationwide boycott of its products due to allegations of unfair labor practices. The Coors Company knew that this story on 60 Minutes was either going to make or break the company. The story showed Coors very positively by responding to the unfair labor practice allegations and illustrated that the nationwide boycott did not have a solid foundation. In this case, Coors used the media to its advantages and helped to repair the company’s image.
References
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