Media Relations

Media Relations
Media relations have become a vital part of any company's success due to an increase in public and media interest. Unfortunately for many companies, what usually makes the best selling stories are the negative aspects. The good things that a company does are many times overlooked. What the public looks for in the media is reporting on corrupt business practices. Companies are realizing that in order to stay competitive they must build better relationships with the media and take time to get to know the right people in the media. If a company is prepared and cooperative with the media they may be able to get a more positive impression out.

Responding to Media Calls
Responding to media calls is a very important part of getting to know the right people in the media and strengthining their relationship. Not responding to media calls can be a mistake for a company. When recieving media calls the calls should be directed to a central receptionist. When taking the call the receptionist should try to get as much information as possible about the reporter and establish what angle the reporter is trying to take with the story. Another important thing that the company should consider is that reporters have deadlines and the company should try to be prompt with a response in order to meet the reporter's deadline.

Preparing for Interviews
After agreeing to do an interview with a reporter their are a number of things that a company should consider. These include a briefing on the reporter's prior work, a possible set of questions and responses that my should be addressed, interesting approaches to conveying their message, and the executive needs to practice and be prepared to state key ideas clearly.

Adolph Coors Company
When it comes to the Adolf Coors Case I feel that Richard should focus on the problem that 60 Minutes would probably do the story with or without the cooperation of Coors. So far the only insight that 60 minutes has acquired was that of David Sickler who was a major player in organizing the boycott against Coors for the AFL-CIO. She should also consider the fact that the reporter assigned to the story was known for significant clashes with big businesses. However, I feel that Shirley Richard should encourage the Coors brothers to go on 60 minutes. This is because at least if they went on the show and defended their position, it would give the viewers a chance to draw their own conclusions.