Hello
Often times i have seen Organisations blossom due to the media and i have also seen some crumble due to the media. The media is a very effective tool to use when you want something to get popular, either be popular for something good or popular for something bad. What you want the Media to be to your organisation is entirely up to the company.
Keeping good relations with the media is a very important thing that any organisation should strive to achieve and hence the need for every organisation which strives for success to have a Public Relations department. These are the people who will deal with the media on behalf of the company, what the media want to know they will tell them. Of course we as Public Relations practitioners are mandated to protect and portray the company's image in a very good way, so whatever we feed the media with, it will indeed not be of any harm to the organisation's image.
During my internship at the Ministry of local Governments, i had to deal mainly with media coming to us asking about the complaints they had been receiving from the public about one of our subsidiaries not handling customers well. Because our organisation had good media relations, that is the reason why they never published anything before they could come to us and hear our part of the story.
This is one reason why media relations is important, you never get to see anything published in the media about your company without your consent. Public Relations practitioners have shown over the years how vital they are to any organisation when it comes to dealing with the media.
Regards
Maruping
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