CONTENTS

         Chapters
  1. The News Media and Family Planning Programs
  2. Building a News Media Relations Program
  3. Developing a Strategy
  4. How to Tell the Family Planning Story
  5. Tools for Analysis
  6. Matching Your Message to the Medium
  7. Developing Materials that Interest Journalists
  8. Making News
  9. Dealing with Controversy

HIGHLIGHTS

 Population Reports is published by the Population Information Program, Center for Communication Programs, The Johns Hopkins School of Public Health, 111 Market Place, Suite 310, Baltimore, Maryland 21202-4012, USA


Volume XXIII, Number 4
November, 1995
 Building a News Media
        Relations Program

Almost all organizations that receive regular, accurate news coverage practice good news media relations. Developing a successful media relations program requires gaining the firm support of senior management, clearly defining responsibilities, and establishing strong links with journalists (16).

Support from Senior Management

Support from senior management is crucial to the success of any media relations program. Senior managers determine how much information is released, how much help the organization provides to journalists, and, in general, whether journalists are treated as allies or as adversaries. Senior managers set a tone that determines how journalists perceive the organization—how accessible and cooperative it is.

"If management thinks of the [news media relations] operation in a small way, then it will occupy a small place in the scheme of things, and its contribution will be small. If management thinks it is important, then it will occupy a prominent place, and its contribution will be significant," explain Scott Cutlip and colleagues (16).

Only senior management can ensure that the news media relations function is integrated into the organization and that news media relations staff have the necessary access and resources to interpret the work of the organization to journalists promptly, accurately, and authoritatively (36). Chances of success are greatest if the chief news media relations officer reports directly to the head of the organization.


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Population Reports