Chapter 17: Global Media Relations: Traditional Through 2.0
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Media relations—communicating with the news media verbally or through assorted media channels— must balance public opinion and transparency with business strategy. It does so by monitoring social trends and political landscapes, counseling management, and cultivating relationships both internally and externally. For today’s global companies, media relations must also manage to successfully straddle the convergence be- tween digital dialogue, emerging trends and the worldwide public’s thirst for news and information. Today, there seems to be more mutual respect between public relations professionals and the media for several reasons. Budgeting, tactics and measurement of success is also discussed. The case of Pactiv being put into play in 2010 demonstrates media strategies and tactics. For today’s global companies, media relations must also manage to successfully straddle the convergence between digital dialogue, emerging trends and the worldwide public’s thirst for news and information. The case study of Pactiv, put into play in 2010, demonstrates some of the media strategies and tactics.
Matthew P. Gonring Biography |