media relations

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The process of managing the flow and presentation of company or institutional information in various media channels and outlets in order to improve, preserve, and protect the reputation of the company or institution. While the majority of media relations focuses on individual journalists in press, radio, and broadcast media, an increasing part of the work of media relations is to manage online and social media channels. Beyond the immediate audience of the individual journalist, the media relations function, and the professionals within it, targets the specific audiences who read, view, or listen to the target medium. Media relations are also responsible for media strategy and planning, media campaigns, developing and distributing media campaigns, developing and distributing press releases, creation of media kits and briefing papers, arranging and managing interviews with journalists, media training for executives, measuring media impact, share of voice, and, often, working on legal issues related to media exposure or risk. While the majority of the media relations function is responsible for placement of information in the editorial of various media, a part also involves avoiding media exposure, especially if the matter is sensitive, or potentially damaging to the company's reputation. Another key element of media relations is crisis management: the limitation of damage to a company or institution or individual's reputation likely to be caused by unmanaged, or negative, mentions in the mass media.

Subjects: Marketing.

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