Home
>
Public Relations
>
Effective Media Relations ? You Won?t be Talking to the Media Without It!

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current affairs and public interest information to the public. They have great power to shape and influence public opinion, to target and exploit audience reactions, emotions and opinions.

Setting up and maintaining good relationships with the media can be of enormous benefit. Effective media relations promote trust and balance between the media and an individual and their organisation.

Once you've proved yourself as a useful and dependable information source, you'll realise it can; help to get your story into a news cycle, and provide opportunities for the media to approach you for comment on appropriate stories which in turn helps a journalist add depth, by filling gaps or backing up information, to their story.

Effective media relations is about working with, rather than against, the media. That's not to say you can't have a robust relationship with the media. However, adopting this approach gives you better access to journalists when there is something to say in the media.

Being available for comment when asked is another essential ingredient in effective media relations. In a crisis, your well-established media relationship can also provide you with a stronger opportunity to get a fair hearing in response.

Consider for a moment reactive media relations - the only time you deal with the media is when things go wrong. The reactive situation puts pressure on outcomes and doesn't always allow for your messages to be delivered in a positive way. Obviously pressured reactive responses, or worst still, no response at all, can negatively influence public opinion of you and your organisation.

Media relations is also about; putting out regular media releases on appropriate issues that catch the eye, with short paragraphs written in newspaper style; actively providing comment on issues and or decisions; knowing what builds or makes a story; and knowing how to keep a story alive and when to let it go.

Using the media effectively can help you win public support. Public support is critical when trying to convince others, such as government or bureaucracy of the merit of a particular proposal or application.

Once you're comfortable talking to the media you should take a proactive approach to your media relations. The benefits are well worth it in the long run.

If you're not ready to manage your own media relations, but would like to work toward it, consider approaching a specialist in the field. They can provide advice or management as appropriate on media issues, help write media releases, distribute media releases, organise news conferences, facilitate one-on-one meetings with journalists, as well as deal with crisis and issues management.

Effective media relations can help you and your organisation develop a media profile. The benefit of a media profile becomes obvious when doors open wider for you within government, business and the community.

Mark Croxford advises clients from the government, private and corporate sectors on Government and Media Relations. He is a co-author of Talking to the Media. Talking to the Media teaches readers the skills and techniques they need to exploit the media's strengths, limitations and demands. Don't spend any money on media training until you've read Talking to the Media http://www.talkingtothemedia.com

tidy up service Northbrook ..

In The News:

Mac malware campaign uses fake AI chat results to deliver AMOS through terminal commands, security researchers report. Attackers exploit trust in AI-generated cleanup guides.

States require AI disclosure in healthcare as California, Colorado and Utah implement laws mandating transparency when artificial intelligence influences patient care decisions.

ETA sharing on Apple Maps and Google Maps keeps contacts updated automatically while you drive safely. Learn step-by-step instructions for iPhone and Android.

Data removal from brokers protects against AI-powered scams and deepfake threats in 2026. Learn how data brokers sell your personal information to scammers.

Learn how to act against cybercriminals in 2026 with essential security steps like two-factor authentication, software updates and credit freezing.

Choose between OpenAI releasing Sora text-to-video model, the AI race heating up, or Waymo driverless cars launching in cities across the country

Learn how to set up Google Maps and Apple Maps on your phone to automatically remember where you parked. Step-by-step instructions for enabling location services and parking detection.

Phishing scammers use rnicrosoft.com domain to impersonate Microsoft by replacing "m" with "rn" in typosquatting attacks that steal login credentials.

OpenAI announces new teen safety rules for ChatGPT users under 18, blocking romantic roleplay and requiring extra caution on body image topics.

A 2025 data breach at fintech company 700Credit exposes personal information of more than 5.8 million people through compromised third-party integration partner.

Retailers lose $76.5 billion annually to return fraud as nearly 10% of U.S. retail returns involve fraudulent activity, with $850 billion in returns expected in 2025.

ShinyHunters claims responsibility for stealing 94GB of Pornhub user data affecting over 200 million records and demands Bitcoin ransom.

ChatGPT 2025 now connects to Apple Music, Canva, Expedia, TripAdvisor and OpenTable through built-in apps that help users create playlists, design graphics and more.

Apple releases emergency patches for two zero-day vulnerabilities actively exploited in attacks. iPhone and iPad users urged to update immediately.

DoorDash launches Zesty, an AI-powered social app that recommends restaurants through conversational search, now testing in San Francisco and New York.

Cybersecurity firm Infoblox reveals that over 90 percent of parked domains now redirect visitors to scams and malware, making simple typos extremely dangerous.

The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.

GPT-5.2 is now live for all ChatGPT users with improved coding, writing and image interpretation, with Kurt Knutsson offering his review.

New iPhone replacement scam uses pressure tactics and fake carrier calls to steal devices from buyers. Criminals claim shipping errors and demand urgent returns.

Amazon Ring's new facial recognition feature sparks privacy controversy as Electronic Frontier Foundation critics argue the AI upgrade expands surveillance risks.

New Android banking trojan Sturnus steals credentials, reads encrypted messages and controls devices.

Denmark's 3D-printed student village proves automation builds 36 apartments faster than traditional methods. Skovsporet project shows housing future.

Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.

New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.

The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.

Effective Media Relations ? You Won?t be Talking to the Media Without It!

Public Relations