TOPIC 5

MEDIA RELATION: TYPES OF MEDIA,

TECHNIQUE AND MEDIA ANALYSIS
LEARNING OUTCOMES

By the end of this topic, you should be able to:

 Explain media and its importance;1.
 Recognise types of media;2.
 Elaborate the basic principles in media
relations;3.
 Examine techniques of media analysis.
INTRODUCTION

 The media are more likely to create public

when the information is negative.

 One of the most critical areas within any

corporate communication function is the
media relations department.
MEDIA AND THEIR IMPORTANCE

 In communication, media (Singular: Medium) are the

storage and transmission tools used to store and deliver
information or data .
 It is often referred to as synonymous with mass media or
news media, but may refer to a single medium used to
communicate any data for any purpose.
 Mass media is a deceptively simple term encompassing a
countless array of institutions and individuals who differ in
purpose, scope, method, and cultural context.
 Mass media include all forms of information communicated
to large groups of people, from a handmade sign to an
international news network.
MEDIA AND THEIR IMPORTANCE

 No standard for how large the audience needs to be

before communication becomes “mass”
communication, no constraints on the type of
information being presented.
 Practitioners of corporate communications used
printed words, spoken words, images and
combination of all these communication forms to
achieve their objectives.
 They use both controlled media and uncontrolled
media to communicate with their organisations’
public.
IMPORTANCE OF MASS MEDIA
MEDIA RELATIONS

 Refer to the means of mass communication such

as newspapers, radio, magazines, and the group
of journalists, others who constitute the
communication industry and the profession.
 The primary purpose of the media is
communication.
 In many cases the media is a profit driven
business, which must sell its product- the
information or ‘news’ it reports.
 Population groups.
MEDIA RELATIONS

 Multicultural and multilingual media serves the

diversification of cultural and linguistics
background of a country.
 Broadcast media includes a commercial television
network in central as well as an extensive network
of commercial and community radio stations.
 The messages need to be clear, concise and
readily understood. Messages are important for
two main reasons. First of all, they are an
essential part of attitude-forming process.
MEDIA RELATIONS

Message s are part of attitude forming process

 The second reason, messages are important, is that they

demonstrate the effectiveness of the communication. They are an
essential part of the evaluation process.
MEDIA RELATIONS

 Corporate communications practitioners

need journalists as conduits for getting
messages to various publics.
 Journalists need corporate communications
people as sources for story ideas, leads to
authoritative spokespersons, and specific
information about stories in progress.
BASIC PRINCIPLES IN MEDIA
RELATIONS
 Respond to the Media
 Visit, Network and Schmooze
 Issue News and Feature Story Release
 Host News Conferences and Other Media
Opportunities
STEPS DETERMINING MESSAGE
ROLE OF PRESS AGENCIES

 Press agencies and press associations are

organisations for the collection, transmission,
and distribution of news to newspapers,
periodicals, television, radio and other
journalistic and mass communications media.
MEDIA SECTORS

 Definition :
MEDIA SECTORS

 The essence of the media sector is the separation

between creation and distribution, reflecting the
use of the term “medium” to describe a means of
communication.
 A broadcast (whether live or not) or a recording of
the performance or speech, which can be
consumed independently of the speech or
performance itself, would be media content.
 Content is created, the audience, reader or
recipient is a specific individual or a ‘closed group’.
GUIDELINES FOR GOOD MEDIA
RELATIONS
GUIDELINES FOR WORKING WITH
THE PRESS
MEDIA ANALYSIS
 Media analysis is a method of assessing, in qualitative and
quantitative form, the effect of media coverage on an
organisation.
 For every corporate communications / communication
function to justify itself, it must set objectives in such a way
that progress in fulfilling the objectives can be measured.
 Media analysis can be used to identify messages, examine
how those messages are framed, and see how existing
coverage of an issue could be improved, to identify
communication opportunities for nonprofits and
foundations, and strategic recommendations can be drawn
to help them effectively disseminate their messages.
MEDIA ANALYSIS : Elements
MEDIA ANALYSIS : Role
MEDIA ANALYSIS : Reasons
MEDIA ANALYSIS : Identified Factors
MEDIA ANALYSIS : Methodology

 To develop search terms.

 To develop a list of news outlets which will be
the focus of the sample.
 To examine articles from a set time-frame,
usually about six months.
 To obtain the articles, the appropriate search
terms are entered into electronic databases,
usually Dow Jones/Factiva and the Lexis
Nexis search engine.
MEDIA ANALYSIS : Issues Covered
THE PROCESS OF EVALUATION AND
CODING
 Content Analysis
 Evaluative Assertion Analysis
 Spokesperson Analysis
 Discourse Analysis
 Framing Analysis
 Structuring the Media Analysis
 Comparative Analysis
 Coding
SUMMARY
 Media relations is umbrella term used to refer to the means of mass
communication such as newspapers, radio, magazines, and the
group of journalists, others who constitute the communication
industry and the profession.
 Basic principles in media relations are organising a wide range of
media relations activities, Respond to the media, Issue media
advisories and alerts, Visit, network and schmooze,. Issue news and
feature story release, Host news conferences and other media
opportunities.
 Understand Media and Press.
 Basically, the methods of evaluation for media analysis used by the
researchers are as follows:Content analysis, Evaluative Assertion
Analysis, Spokesperson Analysis, Discourse Analysis, Framing
Analysis, Structuring the Media Analysis and Comparative Analysis.