Effective Media Relations Capability (Essay Sample)

Effective Media Relations Capability
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Effective Media Relations Capability
In an occurrence of a disaster, how a communication company responds to it and the way the public perceives its course of action may have unchangeable effects. A bad response not only ruins a company’s reputation or alienates customers, but also affects its sales and can push for a change in its regulations. Likewise a good response may enhance its reputation. Even though it’s a hard task for these companies to forecast where and when a disaster will occur, the need for preparation for such a scenario in advance is a prerequisite. In case of a disaster occurrence, a company can implement its disaster management plan into action so as to handle the incidence and manage the media coverage (Laufer, 2013). This work outlines the steps to be followed when establishing an effective media relations capability. It also indicates the critical success factors that would indicate a successful media relations if achieved.
When a disaster strikes, the first step to take in an effective media relation capability is to put all communication requirements on board; necessary infrastructures, equipments and the media personals. A communication response team is developed and assignment of duties is done. Communication components that are critical for the continuation of essential services in an emergency are identified. Recovery processes which include procedures for impact assessment, restoration, and alternative solutions and post-incidence analysis are developed (FEMA, 2014). It is essential for members of the organization to know what to say and do in response to the disaster management plan. This is a critical step since it equips the reporters with the required skills during their work. It also ensures that accuracy of the information communicated is guaranteed and no speculations are experienced.
Secondly, setting of targets, plans and appropriate strategies that are to be applied in handling the incidence on the ground is done. Having well set targets ensures that the objectives of coverage during a catastrophic event are somehow realized if not fully achieved. Better planning is an important aspect of media coverage. It provides a platform through which the process of communication will begin from. Planning is important if efficiency which translates to cost effectiveness is to be considered. Various strategies need to be taken into account during this exercise. This will ensure that the company performs its due task without objections from the public. Some of the strategies to be put in place are; establishing a good relationship within and without the media prior to the event outbreak. Identifying and establishing safe locations for communication systems. And a constant checking of the social media to gauge the public opinion and correcting any rumors spread, (Laufer, 2013).
Thirdly, provide media training. The best communication plans include training the media communicators (Laufer, 2013). These people play a vital role in determining how particular information will be interpreted by the public. The media managers are also trained to prepare them to handle different questions arising from the incident. Best communication practices should include passing of consistent messages as they arise and providing fact-based updates frequently. This phase also examines security issues in order to secure communication and IT systems from hacking and virus. This is done by implementing security measures such as regular updating of virus protection and other software security programs. This step is essential in ensuring that the plans and goals stated in the second step are executed properly in the process of establishing effective media relations capability.
In the Fourth step, information to be disseminated is prepared. The right information is acquired and prepared by the company’s workers in the field through the right procedures. In preparing this information objectives of the coverage are put into consideration. It’s important to observe the deadlines while getting the messages. The databases used should be in a position to retrieve the information stored on it for future reference. The company needs to communicate its messages in time and by the right channel. There is a need for the messages to be developed and approved by the management team in advance for the purposes of a quick response when the information concerning a crisis begins spreading. It is advisable that in message preparation, steps that aids to its effectiveness and accuracy need to be formulated before the message is released to the public (FCC, 2009).
The fifth step in establishing effective media relations capability is to establish the communication medium through which the messages can be passed. In this stage media outlets are identified depending on its use. The challenging part of planning here is to find and secure these facilities i.e. the media center. The capability of this system should be learned so as to maximize the value of the plan. Backup means of communication such as WIFI, and wireless need to be obtained. The serve providers effectiveness and reliability are to be considered if effective media relations capability is to be realized. Access to information should be allocated to each center for uniformity of the messages that are to be delivered. Here effective approaches of delivering technical information are also identified without interfering with the original idea, (FEMA, 2014).
The last step is the delivering the information arising from the findings. This step involves briefing the press on the progress of response and recovery if any during an emergency. After a disaster has been handled, it is always advisable to hold discussions on its causes and how the response was successfully handled. The company is able to gauge itself as to whether its goal was achieved, and if not, it can still identify its area of weaknesses and plot ways on how to improve on them. And in case of another crisis it can be able to handle it in a better way (Jensen, 2011).
Advice to the response team
Advice within the response team: To ensure that the response and recovery efforts are achieved there is a need for quick reinforcements. And this can only be done by an effective response team that includes the media and the people to manage the catastrophic event. Working together as one team by each member is needed if the ultimate goal of the company is to be realized. Given that the goal is to prevent an occurrence of any disaster and to turn everything to normal in an event of a possible outbreak. The response team needs to put in place all the channels for communication in advance and even during this event. The purpose of doing this is to ensure that accurate and fast hand information reaches the public as fast as it is received in the communication centers (Jensen, 2011). ...