The role of media relations in corporate public relations practice
Loading...
Date
2007
Authors
Sharmini, S. Rama Krishnan
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This thesis presents findings from a qualitative investigation of whether media
relations plays a strategic role in corporate public relations practice in Malaysia. The
primary objective was to discover how media relations was viewed and utilised in
Malaysian organisations. More specifically, the research hoped to find out if the media
relations function was only used to generate publicity or if it also played a strategic role
in relationship building with the media and achieving organisations’ corporate and
competitive goals. These issues were explored in 15 public listed companies across all
industries in the Klang Valley. In-depth interviews were conducted with the participants
who comprised senior executives handling media relations or overseeing the function
in their capacity as head of media relations or public relations. A structured interview
guide was used as the research instrument to elicit participants’ responses. The
findings suggest that in the public listed companies studied, media relations plays a
strategic role to build relationships with the media as well as to inform and educate
stakeholders in profiling and better managing the organisations’ reputations. Hence,
the media relations function is not limited to generating publicity for the organisations’
products and services. Firstly, organisations’ media relations objectives were set and
functions strategised in line with their corporate and competitive goals. Secondly,
participants predominantly played managerial public relations roles and most of the
heads of public relations in the organisations studied were represented at policymaking
level. This had a positive impact on media relations planning and execution as
the function was seen as part of the big picture. Thirdly, in carrying out their media
relations programmes, most participants prominently used the mixed-motive model which is linked to excellent and strategic public relations practice. The choice of model
was found to correspond with participants’ organisational culture and environment.
Fourthly, most participants were found to have fixed budget allocations to carry out
media relations initiatives. They were also expected to evaluate their initiatives to
ascertain if corporate and competitive goals were met and there was return-oninvestment.
Overall, participants viewed media relations as an investment given its
strategic role. This research suggests that organisations that see beyond media
relations’ promotional role fully benefit from its strategic value.
Description
Master
Keywords
Art , Media relation role