Almost every company yearns to earn media coverage. Yet, many companies exhibit a rather reserved attitude towards the media and its representatives. This can stem from overly high expectations, unwanted publicity, or fears. There are doubts about whether it is worth building media relations at all. Would a strict policy of silence work as a long-term PR tactic?
As communicators, we at Netprofile strongly advocate for building active media relationships and maintaining continuous dialogue. For certain, we don't believe that silence is golden.
This view can be challenged as a dogma of media PR, as one Australian university lecturer in PR and advertising suggests. According to him, silence is not the opposite of communication but an essential part of a communication strategy.
At times, silence is the best approach
During a crisis, it is often best for a company to remain silent when the situation is hottest. Facts must be in order before breaking the silence. At most, the company can react in a planned manner if the media approaches them.
In other situations, silence can also be justified. Many companies are familiar with the "silent mode" concept, during which active media communication is intentionally paused. For example, listed companies often maintain "radio silence" before earnings releases. In startups, silent mode is typical when the first product is not ready for launch.
In these situations, however, the silence is temporary. Media relations are valued and developed.
Hey, let's isolate ourselves!
Imagine the extreme scenario: A company abandons media relations altogether and doesn't even try to keep communication channels open.
Isolation might sound as a sensible operating model. Building a wall of silence is cheap and easy. However, it is highly risky for several reasons.
By isolating itself, a company loses a cost-effective way to gain favorable publicity.
More money, time, and effort must be invested in marketing. Building thought leadership becomes much harder and more expensive. Worst of all, in a crisis, there are no established channels for communication when they are most needed.
Even though Donald Trump advocates for isolationist policies in foreign affairs and repeats claims about "fake media" along with his supporters, he does not seek to isolate himself from the media. On the contrary, he craves visibility, albeit on his terms and with the aim of manipulation.
Where does the desire to isolate come from?
Trump is an excellent example of the fear associated with earned media. The media can publish what it deems significant and exclude other content. Media is not an extension of a politician's power or a company's business operations.
Journalistic values of independence guide media behavior. Journalists uphold their integrity. This is essential because the media must maintain trust and a relationship with its paying audience.
A sense of uncontrollability in relation to the media can lead to mistrust.
Suppose the allure of media spotlights no longer appeals. In that case, the reason might be a past trauma or disappointment in how the media has handled one's company, persona, or something close to heart.
Expectations of media attention for company news have likely been unrealistic. Media PR can be frustrating because the media seems to have an outdated view of the company's industry or because no journalists are knowledgeable in that industry.
Proactivity is most powerful in the long run
Media relations should be approached with great patience. Since it is a relationship, it primarily means trust, which cannot be created instantly. It is unwise to assume that positive media coverage is easily obtained. Success requires systematic and long-term work to develop sustainable, two-way communication channels with the media for the company.
Planned media PR supports the company's strategy. It requires both proactive and reactive approaches. Proactivity provides the opportunity to define messages and timing. Reactivity allows the company's message to be highlighted when the media approaches.
Continuous contact with media representatives is the most important tool in building media relations. This involves genuine interaction that benefits both parties.
It is essential to understand the daily reality of media work. Many journalists are busy, stressed, and cynical. However, they are more likely to respond positively to friendly and open communicators than grumblers. Journalists will start reaching out proactively when a company and its representatives become valuable to the media.
In strategic media relations, a company:
1. Builds a trust-based relationships with journalists
2. Produces interesting and knowledgeable content tailored to media needs
3. Responds quickly and openly to media inquiries and interview requests
4. Prepares for crisis management
5. Actively follows the media and industry discussions
At best, media relations are a strategic asset for the company. They enhance the company's brand value and provide a way to build trust among stakeholders who can witness that the company has successfully passed the media's rigorous filter.
Netprofiles experienced communication consultants have proven with numerous clients that these claims are true. We also know when silence is golden – temporarily.
Would you like to know more about how your company can support its business through media PR, for example, through media training?
