Media relations play an important role in a company and organization. Data from Forbes reported that 33% of millennials rely on blogs before making a purchase. Thus, a company needs to have a good relationship with the media.
“Media relation is an art,” highlighted Benny Butarbutar when it comes to how to manage a relationship with media. Benny, a Media & Communication Advisor to CEO BULOG, discussed media relationships and business opportunities in a guest lecture session in the International Business.
Benny, quoted Frank Jefkins, defined media relation as an effort to achieve maximum publication or broadcasting of a public relation message to create knowledge and understanding for the audience. Therefore, developing good communication and relationships with the media is crucial.
“Media relations is very important because it can open many opportunities,” said Benny, who previously served as International News Manager of ANTARA (Indonesia National News Agency).
Benny revealed that the first step that companies can take to maximize their media relation is by researching. He then said the best place to get started with media relations is to carefully research relevant media. For example, collaborating with TV stations and newspapers might be a good strategy if your business has a strong local presence.
“Talk to your customers and understand the media they consume,” highlighted Benny.
Benny also suggested that companies need to learn how media relations can help a company succeed. This is because the ultimate aim of media relations is to get free media coverage without spending money, so it needs art to manage media relations. Benny suggested that the company use a strong and clear message using the journalism concept, understand the media operations, and establish a pure relationship rather than a transactional relationship with the media company. He also emphasized the company to avoid the media that only makes news as a commodity.
Through his presentation, Benny also said that having a good media relationship brings some benefits for the company, such as building brand awareness, increasing credibility, establishing media relationships, and controlling a crisis. He added consumers are not only loyal to brands but also media outlets.