Impactful PR and Exemplary Media Relations Techniques
By Fatimat Ibrahim Abedoh,
The media’s evolution as an agenda-setting entity creates narratives and influences people’s decisions and opinions on various issues. Media relations is a tool in public relations where communication and a platonic relationship with the media are established and nurtured to prevent or minimize the damage of crises when necessary and to take charge of narratives.
According to O’Brien, a strategic PR expert, media relations involve a systematic, well-planned, mutually cooperative relationship between an organization and journalists or mass media reporters, including those working in television, newspapers, and the internet. O’Brien emphasizes that “organizations must establish communication foundations to develop a successful media relations strategy, define their messaging, and model their approach based on their target audience and the appropriate media outlets.”
This concept is also explained in the book, “Impactful Public Relations in Customs Management,” by Kabir Abdulsalam and Maryam Umar Na’ Allah. The media helps organizations or leaders grow in different ways. Identifying key media contacts for regular communication about organizational activities is essential. Managers, organizations, or individuals should leverage this opportunity to gain the full potential of media coverage.
With the advent of online media and artificial intelligence, the need for media relations has grown significantly. We are now in an era where news spreads faster and to a much wider audience than ever before. Lies, fake news, and misinformation also circulate quickly, so organizations must take control of the narrative that reaches the public by investing in their relationship with the media.
In 2021, there was a public uproar regarding Dr. Isa Ali Pantami’s professorship. This news was first published in Daily Trust, where the then Governor of Zamfara State, Bello Muhammad Matawalle, congratulated him on the conferment. However, this sparked debate, as it was alleged that his professorship was not based on merit and that he presumably did not meet the criteria for becoming a full professor.
People took to social media to criticize and downplay his achievement, calling on the Federal University of Technology, Owerri to withdraw the title. Before this incident, the Minister had already established authority and trust with the media, especially online media. He understood the relevance of the media and had effectively leveraged it. His online presence was strong, and he often engaged the public via his social media accounts on Facebook and Twitter. He maintained this long before the controversy and was proactive during his tenure as Minister, frequently making headlines.
This proactive media relationship gave him an edge during the controversy. Accusations that could have tarnished his image and reduced his societal relevance were largely contained. Despite the saga, he retained the reverence of many youths, and his positive image endured. This example illustrates the importance of maintaining a positive relationship with the media.
Honesty is a critical element in building media relations. It isn’t a one-day job but a process that requires consistent effort to become useful and reliable to journalists. Organizations need to step up by always being the first to contact the media, informing journalists about situations and the actions taken, and being prepared to update them on strategies, objectives, and plans.
A relevant example is the media relations strategy employed by the Comptroller General of Customs (CGC) Wale Adeniyi. The book “Impactful Public Relations in Nigeria Customs Service” highlights his approach. Adeniyi demonstrates effective leadership by embracing the press rather than avoiding it, recognizing the value of transparency and the accurate flow of information. Shortly after assuming office, Adeniyi met with Customs Area Controllers in Zone ‘A’ and the Guild of Editors in Lagos. During the meeting, he emphasized the remarkable progress made by the Nigeria Customs Service over the years and sought the media’s support, guidance, and collaboration.
Adeniyi’s approach to media relations is characterized by honesty and openness. His readiness to cooperate with the media is evident, and the media’s positive reception of the Customs Service reflects his transparency and commitment to collaboration.
Proactiveness is another crucial aspect of building media relations. It often requires little more than timely responses to calls, emails, or messages. Acknowledging the relevance of the media is essential. Adeniyi has been proactive and responsive, consistently taking the lead in reaching out to the media. He has also been clear about his objectives and communicates them effectively.
As Adeniyi himself put it, “I guess I should have made my relationship with PRNigeria an integral part of my PR strategy. You know, there is no PR practitioner that knows it all, and if you are talking about an award-winning master strategist, the name of Alhaji Yushau Shuaib readily comes to mind. Indeed, there are many things we can learn from him, and there is also a lot we can benefit from working together as mutual partners in progress.”
Adeniyi’s clear and direct communication exemplifies his ability to establish fruitful collaborations with the media. Recognizing the diversity of media platforms is also essential. We now have broadcast media, print media, TV, and, with the advent of technology, social media. Acknowledging and aligning these platforms with an organization’s target audience, aims, and objectives provides a strong foundation for effective media relations. Adeniyi demonstrates this by engaging with various media outlets. Beyond his engagement with the Guild of Editors, Adeniyi also held a dinner with Public Relations Officers in Zone ‘A’ and Maritime Journalists in Ikeja, Lagos. His approach underscores his commitment to building a broad, holistic communication network.
Adeniyi’s utilization of multiple media platforms, including social media, further demonstrates his strategic approach to media relations. The Nigeria Customs Service’s social media handles on Facebook and Twitter are actively updated, informing the public of their daily activities.
The need for an organization or individual to create a positive relationship with the media cannot be overstated. CG Adeniyi’s proactive media relations strategy and Prof. Isa Ali Pantami’s experience with media management are clear examples of this. Organizations must nurture and sustain the relationship to achieve effective media relations, clearly define their aims and objectives, and communicate openly with the media.
Managing media relations is crucial in today’s world. It is an invaluable tool that can help individuals and organizations maintain their relevance and credibility over time.
Fatimat Ibrahim Abedoh is a 2024 PRNigeria Young Communication Fellow
