Banks Should Manage Relations with the Media

Sullivan, Michael P., American Banker

Banks Should Manage Relations with the Media

MANAGING THE MEDIA relations program at most banking institutions is too often simply a matter of reacting to news media requests and occasionally disseminating a news release on a noncontroversial subject.

Seldom does it consist of a program with planned objectives and outcomes. One reason for this approach is that bank management has limited understanding of the ability of the media relations function to be an integral part of the business plan of the institution.

Another reason is a general tendency on the part of banks to downsize the functional area simply by adding it to another major responsibility, such as advertising, or to locate it at a lower staff level. In either case, it is a miracle if the bank discovers that the media relations program could have a major role in the bank's business plan.

Planning an effective media relations program involves recognition of the potential of a program and providing adequate …

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Publication information: Article title: Banks Should Manage Relations with the Media. Contributors: Sullivan, Michael P. - Author. Magazine title: American Banker. Volume: 151. Publication date: July 2, 1986. Page number: 4. © 2009 SourceMedia, Inc. COPYRIGHT 1986 Gale Group.

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