Managing the Media: Proactive Strategy for Better Business-Press Relations

Managing the Media: Proactive Strategy for Better Business-Press Relations

Managing the Media: Proactive Strategy for Better Business-Press Relations

Managing the Media: Proactive Strategy for Better Business-Press Relations

Synopsis

"Emphasizing the need for businesses to take a proactive approach to media relations, examines methods and techniques used by executives to develop successful press relations. Marketing News

Excerpt

This book is based on the controversial if not heretical notion that business should attempt to manipulate the press in order to accomplish its objectives and defend its interests. Such a statement will appear sinister--even Machiavellian--to many public relations professionals, not to mention journalists. the view of many public relations professionals, especially those who think themselves at the forefront of the field, is that business ought to be open with the press whenever possible and that there should never be an attempt to manipulate or deceive. the greatest fear is that management will be advised exclusively by attorneys, and their typically cautious message will be "no comment." Not to be open with the press is said to court press hostility and suspicion. Such a strategy also is said to be futile: the press will get the story anyway, most likely from hostile sources.

Being open and honest with the press is a way of developing good press relations, these professionals contend. Journalists, like everybody else, have a job to do, and if you facilitate their work by telling them what they want to know, they will return the courtesy with cooperation. the fruits of an open and honest press strategy will be better press relations and better (more favorable) news coverage.

This admittedly oversimplifies the position of these public relations executives. the simplification is instructive, however. Al-

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