CONTENTS
Chapters
- The News Media and Family Planning Programs
- Building a News Media Relations Program
- Developing a Strategy
- How to Tell the Family Planning Story
- Tools for Analysis
- Matching Your Message to the Medium
- Developing Materials that Interest Journalists
- Making News
- 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 |
A Well-defined News Media Relations Function
Most organizations assign responsibility for news media
relations to a separate unit. Often, this unit is part of a
department that also has responsibility for other external
relations and publicity. In small organizations media relations
may be the responsibility of only one or two people, who may also
have other duties, such as editing a newsletter, assembling the
annual report, or publishing research reports. The structure
often depends on whether the unit is part of a government
ministry or department, a nongovernmental organization, or a
private business.
Typically, most organizations that provide public services,
such as family planning programs, include the words "public
information" in the title of their news media relations unit.
Many private organizations use the term public relations,
instead. Their connotations differ:
Public information: Informing the public.
Public relations: Promoting a favorable public image.
While in practice both functions involve similar activities, they have
different purposes, and the news media may perceive them differently.
Journalists typically view a public information unit as a legitimate part
of providing public services but distrust public relations because of
its air of self-interest (16). Naturally,
journalists value their independence and do not want to be "used" to promote
or publicize an organization if its activities are not newsworthy (45).
Thus public service organizations need to distinguish news media relations
from advertising and promotional activities.
Whatever the type of organization, the principles and
practice of effective media relations are similar. The basic
responsibilities of a news media relations unit are to:
- Develop and maintain good working relations with journalists;
- Determine the interests and needs of the news media (see Chapter
5);
- Produce news releases, feature stories, opinion pieces,
newsletter copy, and other newsworthy information for radio,
television, and print media;
- Prepare press kits, fact sheets, experts lists, and other
materials for journalists;
- Arrange and assist with news conferences, site visits,
interviews, and other contacts with journalists.
To meet these responsibilities, public information staff need communication skills,
good judgment, and knowledge of their organization. It is useful to have
experience working with—or even in—the news media in order to appreciate
the principles of news judgment and to convey them convincingly to the leadership
of the organization. Media relations practitioners also should be personable,
flexible, and able to work quickly and keep calm in a crisis (16,
19). |
