Strategic Planning for Public Relations, 7th Edition

Appendix A Media Engagement

Media engagement deals with the various philosophical and practical ways an organization interacts with the news media.

This appendix includes three major sections:

1. Reputation.
2. Media Relations.
3. Credibility.

A foundational concept for all effective engagements between an organization and the various news media is transparent communication, the concept referring to the proactive, open, and observable activity by an organization, which in turn helps publics understand the organization and support its actions.

Inexperienced people – whether organizational leaders or neophyte practitioners – who find themselves in a public relations situation sometimes try to avoid engagements with the media. Or worse, they try to manipulate ...