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Papers from the CCI conference 2009
Edited by Michael B. Goodman
Introduction
If there is an often-misunderstood area about what corporate communications practitioners do, then it must be that practitioners' only focus is media relations ([40] Marketing-interactive, 2007). But media relations, argued [34] Shaw and White (2004, p. 494), is "like the tip of an iceberg - the most visible part, but certainly not all there is."
Misconceptions aside, media relations remains an "important" and "tactical function" ([34] Shaw and White, 2004, p. 494) of corporate communications. In media relations, practitioners seek favorable publicity for the organization's products and services ([31] Sallot et al. , 1998; [32] Seitel, 2004; [33] Sinaga and Wu, 2007; [43] Yoon, 2005b) often through information subsidy ([39] Supa and Zoch, 2009) to "enhance the reputation of an organization" ([3] Bland et al. , 2005, p. 55).
With the proliferation of diverse media platforms, engaging both online and traditional media remains a greater challenge ([42] Wilcox and Cameron, 2009). How, then, does practitioners practice media relations? Thus, far, current literature is filled with prescribed lists of appropriate and non-appropriate strategies filled with dos and do nots. [10] Fearn-Banks (2002), for instance, suggested practitioners should understand the reporter's job, and not play favorites with the media. [1] Bagin and Fulginiti (2005) suggested establishing first name basis with reporters, build a climate of trust, and always be available to the media. [7] Cameron et al. (1997, p. 140) argued that these "rules" are based on traditions, experience and common-sense knowledge developed in the practice. [39] Supa and Zoch (2009) argued that such rules, while helpful, might not leave the practitioner any wiser. Is there no definitive way of practicing media relations?
For such a predominant and critical function ([42] Wilcox and Cameron, 2009), a systemic approach needs to be offered. This author has developed a new model called mediating the media that is meant to equip practitioners to conduct media relations in a systematic manner with the primary objective of winning the journalists over by the knowledge of their work and their profession. This model is based on three premises. First, the practitioners must recognize the need to engage in what [17] Lerbinger (2006, p. 99) called "proactive media relations." The goal, argued...