Public relations: issues management and media relations

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Public relations: issues management and media relations


The role of the public relations specialist, in many ways, is to communicate with the general public in ways that serve the interests of the company. PR therefore consists of numerous specialty areas that convey information about the company to the public, including sponsorships, events, issues management and media relations.

Issues management A key role of the PR specialist is to make the company better known for traits and attributes that build the company’s perceived distinctiveness and competitiveness with the public. In recent years, PR specialists have become increasingly involved in helping companies manage strategic issues – public concerns about their activities that are frequently magnified by special interest groups and NGOs.

The role of the PR specialist therefore also consists of issues management, namely the “set of organizational procedures, routines, personnel, and issues” (Dutton and Ottensmeyer, 1987).

A strategic issue is one that compels a company to deal with it because there is “ a conflict between two or more identifiable groups over procedural or substantive matters relating to the distribution of positions or resources” (Cobb and Elder, 1972[18]).

Media relations To build better relationships with the media, organizations must cultivate positive relations with influential members of the media. This task might be handled by employees within the company’s media relations department or handled by a public relations firm.

Company/spokesperson profiling These "public faces" are considered authorities in their respective sector/field and ensure the company/organization is in the limelight.

Managing content of corporate websites and/or other external touch points

Managing corporate publications - for the external world

Managing print media
 
Public relations: issues management and media relations


The role of the public relations specialist, in many ways, is to communicate with the general public in ways that serve the interests of the company. PR therefore consists of numerous specialty areas that convey information about the company to the public, including sponsorships, events, issues management and media relations.

Issues management A key role of the PR specialist is to make the company better known for traits and attributes that build the company’s perceived distinctiveness and competitiveness with the public. In recent years, PR specialists have become increasingly involved in helping companies manage strategic issues – public concerns about their activities that are frequently magnified by special interest groups and NGOs.

The role of the PR specialist therefore also consists of issues management, namely the “set of organizational procedures, routines, personnel, and issues” (Dutton and Ottensmeyer, 1987).

A strategic issue is one that compels a company to deal with it because there is “ a conflict between two or more identifiable groups over procedural or substantive matters relating to the distribution of positions or resources” (Cobb and Elder, 1972[18]).

Media relations To build better relationships with the media, organizations must cultivate positive relations with influential members of the media. This task might be handled by employees within the company’s media relations department or handled by a public relations firm.

Company/spokesperson profiling These "public faces" are considered authorities in their respective sector/field and ensure the company/organization is in the limelight.

Managing content of corporate websites and/or other external touch points

Managing corporate publications - for the external world

Managing print media

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