Media - how equipped are you to handle this important area?

Published 2004

To many, PR is simply about working with the media and gaining publicity or reacting to it.

In fact most large organisations can no longer deal with media in an ad hoc manner.

Here’s a list of the seven principle media functions that an organisation needs to handle.

• Coaching.  Running media training courses to ensure senior executives with responsibility for speaking on behalf of the organisation to the media are equipped to do so.
  
• Materials.  Producing materials for the media.  These include: - press releases, general backgrounders, bylined articles, white papers and case studies, plus keeping the information for media on the web site up to date including speeches and presentations made by senior executives and directors.
  
• Messaging. Developing key messages that support the positioning of an organisation, its products or specific activities.
  
• Monitoring.  Monitoring the media to keep abreast of how media is reporting an organisation and its competitors and reporting on trends to management.
  
• Planning.  Building an annual media plan that seeks to ensure that the organisation maximises its media opportunities.
  
• Relationships.  Keeping in touch with key media important to the organisation and building relationships with them.
  
• Speaking. Acting as the spokesperson and/or the main point of contact for the organisation.

Responsibility for these functions varies.  Some organisations will seek to handle it all internally.  Others will use a mix of internal and agency resources.  Second tier companies will often delegate the whole task to an external agency.

To see how well your organisation is in dealing with the media (regardless of how you are organised to do it) do this simple test.

Use the following scale:   1=no capability.   2=less than satisfactory.  3=satisfactory.    4=Very Good.    5=excellent.

If you score:

•  less than 14 - you are in trouble.  You need a complete rethink of what you are doing.
  
• 15-28 - your capability is generally OK but is patchy and could be better.  You need to review those areas where you are clearly not up to standard.
  
• 28-35 - things seem to be in good shape.  Congratulations.