Week 1

Question 1

What is the purpose of media relations?

Answer 1

• To create relationships with media and journalists
• Provide information and resources to create content favourable to the organization
• Helps achieve organizational objecties

Question 2

What is media monitoring?

Answer 2

Proactive monitoring of media at a regional, national and international level to anticipate any emerging issues or trends

Question 3

What are the key elements of media relations?

Answer 3

• Relationships with media
• Telling your story
• Key messages
• Spokesperson
• Publicity (earned media)
• Brand building

Question 4

Why is media relations important?

Answer 4

• Media has credibility
• Potential for huge reach
• Creates goodwill
• Free publicity
• Risk management
• Obligation to your stakeholders

Question 5

What are some potential pitfalls of media relations?

Answer 5

• Fear (saying the wrong thing)
• Internal skepticism and suspicion
• Can’t control final product

Question 6

What are the current trends within media relations?

Answer 6

• Decline of print media (due to consolidation)
• Erosion of public trust in mainstream media
• Reporters doing more with less
• Emergence of social media