Media Impact on Reputation

Media Impact on Reputation

Working with the media is what most people associate with corporate communication. Media relations involves managing communication and relationships with the media – all the writers, editors and producers who contribute to and control what appears in the print, broadcast and online news media. From a corporate communication standpoint, these news media are important as channels for generating publicity and because their coverage of business news may influence many important stakeholders including investors, customers and employees and ultimately the corporate reputation that a company has. Many corporate communication practitioners therefore see the news media as an important ‘conduit’ for reaching their stakeholders, and one that may amplify (in a negative or positive way) how their company is seen and evaluated.

This Master class explores how journalists and news organisations operate and how corporate communication practitioners can best liaise with them and can develop effective communication strategies to influence their news coverage in broadcast, print and online media. The aims of the course are, first of all, to provide an introduction to the roles and values of news journalists and news media organisations and to discuss their importance in terms of the impact of news coverage on corporate reputation. Based on this understanding, we continue by exploring the relationship between corporate communication practitioners and journalists and discusses various ways in which practitioners can work with journalists and media organisations to get positive coverage for their company. We also focus on best practices and media tactics for dealing with issues and significant episodes of crisis and change.

The final part of the course considers the changing media landscape with the explosion of new Web 2.0 media such as blogs, social networking sites, and other powerful digital communication platforms. These new media present clear challenges to organisations in terms of presenting the company image and telling the company’s story, and require organisations to develop digital corporate communication strategies and clear protocols for staff when they communicate about themselves and the company via social media.

Upon completion of the course, participants will not only have a broad understanding of the changing media landscape and of how journalists and media organisations works, but will also have gained a set of practical tools, insights and best practices for effectively managing media relations for their own company to gain publicity and bolster the company's reputation.