Public Relations Theory

12Media Relations and Challenges in a Digital Media Era

Samsup Jo

The following job opening announcement posted on www.salary.com describes the basic qualifications and the role of a media relations manager for a typical organization which could be found around the world.

Develops and implements policies and procedures for the relations between the media and the organization. Works to expand understanding of the organization's business, performance, and strategy. Prepares summaries of media activity for senior management. May serve as the company's spokesperson. Requires a bachelor's degree. Typically reports to a head of a unit/department. Typically manages through subordinate managers and professionals in larger groups of moderate complexity. Provides input to strategic decisions that affect the functional area of responsibility. May give input into developing the budget. Capable of resolving escalated issues arising from operations and requiring coordination with other departments. Typically requires 3+ years of managerial experience.

As this job description shows, media relations has many facets; however, the core functions of media relations seem to be engaging in media management and resolving communication issues, especially those which might influence the bottom line.

Defining the Concepts: What Is Media Relations?

Media relations is a central part of public relations practice across countries and throughout public relations history. It also encompasses many forms ...