"The worst thing next to being talked about is not being talked about." - Oscar Wilde


The strength of the media lies in its ability to present news and views in a manner that will create the maximum impact on readers, listeners and viewers. The media has more frequently been effective in destroying corporate reputations rather than building them. But by keeping the channels of communications open and approaching the media sensitively, organisations can prevent (or minimise) the development of unfavourable attitudes towards a business. Media relations is one of the principal techniques for keeping the critical audiences informed. It involves basically two primary responsibilities - first, to initiate media coverage and second, to supply information on demand to the media. It includes periodically evaluating the level and quality of media interface required recognising news, drafting messages, translations, if necessary distributing press releases, photographs and other feature material, to the most appropriate media tracking media to seek opportunities for media coverage arranging interviews, suggesting programme and story ideas, and organising media events press monitoring and compiling press cutting books being a credible source of information about the organisation responding quickly and accurately to media enquiries.