Managing media relationship in the social media era
By Henrietta Igbekea
The introduction of social media platforms such as YouTube, Twitter, Facebook, Instagram, TikTok and Snapchat has transformed the way businesses communicate and connect with their audiences. This social media surge has empowered organizations to forego traditional media or to place less emphasis on maintaining relationships with them.
Social media may provide a wider range and faster reach but substituting it for face-to-face communication will impact not only relationships but also the ability to form new ones.
There will never be a time when social media, no matter how good it is, will completely replace traditional media outlets. It is critical that organizations recognise this and work to cultivate and maintain relationships with traditional media.
Developing and managing relationships with media outlets, journalists, editors, and reporters is an excellent way to keep the vital link between an organization’s brand message and the public it is attempting to reach.
Developing a relationship with a media contact is similar to developing a relationship with a friend. It should be founded on mutual respect and support, with everyone involved understanding their roles and the circumstances under which they can assist with each other’s work.
Knowing who you are developing a relationship with, reading their work, what they write about, and engaging with their content on a regular basis are all ways to manage the relationship. Instead of being just another PR person to them, you become someone worth listening to, and perhaps even talking to.
Other ways to manage and maintain relationships with the media include not only talking about your organization but also making helpful introductions to people in your network. This keeps you in good standing as a valuable source of information and ensures that you will be able to help others grow their networks. The easier you make it for journalists to do their jobs, the greater the quality of relationships.
Finally, make opportunities for face-to-face communication. Meeting in person helps to build trust, which is essential in developing a mutually beneficial relationship. To gain that trust and respect, it is critical to meet with as many reporters, journalists, and editors as possible.
Communication has evolved in recent years. The options for reaching out to the public and customers have never been better or more direct. As a result, understanding how to build and manage relationships with reporters and editors is critical to an organization’s outreach strategy.
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