THE NEED FOR EFFECTIVE MEDIA RELATIONS MANAGEMENT IN COMPANIES

Abstract

The changes that occurred as a result of the industrial revolution has caused business organizations to amend their former (laissez faire) way of doing business to a more active one. This is unconnected with how other business organizations constantly strive to outdo and dominate others in the marketplace. Those who know the power of the media have placed communication at the centre of their business activities by establishing and sustaining good relationships with media practitioners. Thus, the emergence of media relations. This paper aims to ascertain the need for effective media relations management in companies and the benefits attached. Relevant literatures related to the subject matter have been reviewed, presenting the need for organizations to establish a mutual relation with media outlets. The media dependency theory lends support to this research. It should be noted that without realistic, periodic practice, even the best crisis media relations plan will fall short.