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 6



Media relations involves working with various media for the

purpose of informing the public of an organization's mission,
policies and practices in a positive, consistent and credible
manner. Typically, this means coordinating directly with the
people responsible for producing the news and features in
the mass media. The goal of media relations is to maximize
positive coverage in the mass media without paying for it
directly through advertising. Many people use the
terms public relations and media relations interchangeably;
however, doing so is incorrect. Media relations refer to the
relationship that a company or organization develops
with journalists, while public relations extend that relationship
beyond the media to the general public.
 6 

 

Media is the most powerful tool of communication. It helps promoting

the right things on right time. It gives a real exposure to the mass
audience about what is right or wrong. Even though media is linked
with spreading fake news like a fire, but on the safe side, it helps a lot
to inform us about the realities as well. The world is moving towards
progress in every walk of life. But when we look towards societies, it
feels as if some thing is still missing. Money, power, lust, etc., is the
wish of every human being to attain. But we can't deny this fact that
we all are bounded with loads of social problems, which are hard nuts
to crack. Media has a constructive role to play for the society. Today
News Channels and even some Newspapers are mouthpiece of some
social issues, which helps us to estimate the realities of lives. Media
has played an important role in order to focus on the social issues in
almost every era. It is the fact that in most of the eras, media were not
being given free and fair chances to explore the issues of society more
openly than it is being given now; but we can't deny this fact that the
issues were always raised in order to provide justice to the people.
î
 
 


The only part of a broader public relation programme will be
to establish good media relations and make the corporate
management appreciate its importance. Obviously the most
successful PR campaigns and even the best ones are found
on good media relations. As business communicators the
image masters know very well that the soundest way to
convey the companies image to the target audience is often
through media coverage. But then however expert one may
be, certainly no communicator can claim to be fully effective
unless he or she is a real master in media relation.
— There are other tow press relation activities viz. selective
briefings and exclusive stories. In this cotet the role of claims
and facts would be quite educative:-

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Media is the vehicle that a seller or a vendor uses to communicate with
the consumer. Depending on the product that needs to be advertised
the media is chosen. Many different types of innovative media are
available. The role of media and public relations is vital for survival of
any business. Its optimum use helps a company to advertise correctly.
Some agencies provide services to reach media. The most effective
medium available for advertising today has multiple options. Right
from billboards to electronic media to select print media to sponsoring
events, banners, in-flight and ground, radio, cinema slides the list is
endless for reaching the targeted group. With many options available
both media and public relations are linked to each other for proper
advertising Can one get effective advertising service, at effective costs
and tight budgets? Yes. There are many ways, using a combination of
strategies. For example if a client uses a multi-pronged media, the
advertising agency can spread the use print (as advertisement), TV
(sponsorship or FCT) and Radio (jingle, debate or interview).
   


— Public relations and publicity are not synonymous, but many
public relations campaigns include provisions for publicity.
Publicity is the spreading of information to gain public
awareness for a product, person, service, cause or
organization, and can be seen as a result of effective public
relations planning. More recently in public relations,
professionals are using technology as their main tool to get
their messages to target audiences. With the creation of
social networks, blogs, and even Internet radio public
relations professionals are able to send direct messages
through these mediums that attract the target audiences.
Methods used to find out what is appealing to target
audiences include the use of surveys, conducting research
or even focus groups.
— Tools
There are various tools that can be used in the practice of
public relations. Traditional tools include press releases and
media kits which are sent out to generate positive press on
behalf of the organization. Other widely-used tools include
brochures, newsletters and annual reports. Increasingly,
companies are utilizing interactive social media outlets, such
as
— Blogs,
— Twitter and
— Facebook,
— Targeting publics
Etc.
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— p
 Refine and write down your
— p
 Revelop a schedule for your
objectives for your publicity or
public relation campaigns. Create
media plan.
synergy by coinciding your public
relations plan with other marketing
— p
 Refine your goals in and sales efforts.
achieving this objective. It is
important that your goals be
— p
  Revelop your plan of attack.
specific, measurable, results-
What communication vehicles will
oriented and time-bound. These
you use to get your message to the
goals must be in-line with your
public?
overall business, marketing, and
sales objectives.
— p

 Put measures in place to
— p
 Retermine who your target track the results of your PR
audience consists of. Who is it that Campaign. After each campaign sit
down and review the results. Rid
you want to reach with this
you achieve the defined objectives
campaign? What do you want your
and goals of this campaign? Should
key message to be?
you consider modifying your original
plan? If so, how and why?
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D ewspapers,
Magazines, Brochures, Fliers .
— V   T.V, radio, R.R,
satellite channels .
— MV   Cinema, video ,
cable, closed circuit t.v.
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 ewspaper is one of the important and
extensively used medium of advertising. They may be local, regional
or national, like The Economic Times and Financial Express.
— 




 Magazines are periodical publications . They
include general interest magazines, trade publication and special
interest magazines. Business India, India Today, Business Word,
Sports star, Lok Prabha, and Femina are more popular magazines.
— |
 One of the most extensively used medium of advertising all
over the world is radio advertising , In India , radio advertising is made
mainly on Vivid Bharat and FM channel. It covers 98.8 per cent of the
population and 90 per cent of the total geographical area.
— Ê



 It is a medium of advertising in which short films or
slides on a product are prepared and screened at cinema hall and
other places of entertainment such as parks, gardens, big hotels.
Slides and short film can be prepared in regional languages. These
films are given to cinema houses for screening two or three within one
film show.
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 The latest addition to the existing media of advertising is
T.V. advertising. Ti is used extensively and is very popular with the
advertisers and viewers. The T.V. media is visual and combines the
benefits of salesmanship and publicity. It is one of the non-
broadcasting media and the others include vedio, cable, circuit T.V.
and cinema.
 

 
— Over the past several decades, there has been a considerable
change in the field of outdoor advertising. It has evolved into a
media which is as strong as all other forms of advertisement.
This industry has remained unscathed even when all the other
advertising industries have been struggling to remain into
business. In fact, businesses spend billions of dollars each year
in outdoor advertising. Indeed, this form of advertising media has
come a long way from being a mere roadside poster.

— p
 





 


a. It provides numerous ways to market a product effectively, thus,
giving back value for every dollar spent.
b. It is an extremely effective way to reach and saturate the target
market.
c. It is an efficient way to ensure the products ubiquitous presence
in consumers minds.
d. It is a mixture of various forms of media that successfully reach
people wherever they are.
e. It provides an effectual way to reach consumers and create an
overall awareness of the product.
 Ô 


 
— Posters/bill boards
and painted signs
— eon signs/electric
signs
— Skywritting/sky
advertising/ballon
advertising
— Sandwich boards/
sandwichman
— Trainsit
advertisng/transport
advertising
— Trade shows and
fairs.
 R
 

 

— ouse journals
— Public address system
— Photographs
— Rrawings
— Fairs, festivals and
exhibits.
— Public
— Colures
— Flip-over chart
— Risplay/ window display
— Overhead projector
— Conferencing
— Telephoning
— Letters & Post cards
— Signs & symbols
— Spectacolour
— Booklets
— Pamphlets
— Brochures
— and book
— Other media
 
  


Outsourcing means obtaining goods & services by contact from
an outside source.
The following are the reason why outsourcing is undertaken:-
1. To free the management from day to day activity.
2. To have accessibility to the world class capability.
3. To redirect resources from non-cor activities towards activity
that have greater return in serving the customers.
4. To enjoy lower cost due to economies of scale.
5. To increase flexibility in order to meet changing business
conditions.
6. To minimize business risk and acquire innovative ideas
7. To improve credibility and image by associating with superior
provider.
8. To focus on broader business issues while having details
taken over by outside experts.
 m 
Public relations (PR) is a field concerned with maintaining a
public image for businesses, non-profit organizations or high-
profile people, such as celebrities and politicians.
Others define it as the practice of managing communication
between an organization and its publics. Public relations
provides an organization or individual exposure to their
audiences using topics of public interest and news items that
provide a third-party endorsement[3]and do not direct payment.
Once common activities include speaking at conferences,
working with the media, crisis communications, social
media engagement, and employee communication.
Public relations is used to build rapport
with employees, customers, investors, voters, or the general
public. Almost any organization that has a stake in how it is
portrayed in the public arena employs some level of public
relations. There are a number of public relations disciplines
falling under the banner of corporate communications, such
as analyst relations, media relations, investor relations, internal
communications and labor relations.