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MANAGING IN A

MEDIA ENVIRONMENT

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What is Media Management?

Media management is a general job title thatdescribes people who manage talent formedia professionals like those who work inphoto, sound, and video. It is a form ofentertainment management, a field thatmanages talent in show business.

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What is Media Management?

Professionals in the media management fieldwork with many types of media-relatedtalent, including actors, artists, writers, andmusicians. Media management in businessdiffers from media management incomputers because the computer term refers

to activities that involve processing computermedia files like music, video, and picture files.

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Media Mangement always involves publicrelations.

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What is Public Relations?

Public relations (PR) is the practice of managingthe spread of information between an individualor an organization and the public. Public

relations may include an organization orindividual gaining exposure to their audiencesusing topics of public interest and news items

that do not require direct payment.

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The aim of public relations by a company often is

to persuade the public, investors, partners,employees, and other stakeholders to maintaina certain point of view about it, its leadership,

products, or of political decisions. Commonactivities include speaking at conferences,winning industry awards, working with thepress, and employee communication.

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Public relations professionals present the face ofan organization or individual, usually toarticulate its objectives and official views onissues of relevance, primarily to the media.Public relations contributes to the way anorganization is perceived by influencing themedia and maintaining relationships with

stakeholders.

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According to Dr. Jacquie LEtang from QueenMargaret University, public relationsprofessionals can be viewed as "discourseworkers specializing in communication and thepresentation of argument and employingrhetorical strategies to achieve managerialaims."

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Specific public relations disciplines include:

Financial public relations communicating

financial results and business strategy Consumer/lifestyle public relations gaining

publicity for a particular product or service

Crisis communication responding in a crisis

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Internal communications communicatingwithin the company itself

Government relations engaginggovernment departments to influence publicpolicy

Food-centric relations - communicatingspecific information centered on foods,beverages and wine.

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Within each discipline, typical activitiesinclude publicity events, speakingopportunities, press releases, newsletters,blogs, social media, press kits and outboundcommunication to members of the press.

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Audience targeting

A fundamental technique used in publicrelations is to identify the target audience,and to tailor messages to appeal to eachaudience. Sometimes the interests ofdiffering audiences and stakeholderscommon to a public relations effort

necessitate the creation of several distinctbut complementary messages.

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MessagingMessaging is the process of creating aconsistent story around a product, person,company or service. Messaging aims to avoidhaving readers receive contradictory orconfusing information that will instill doubt intheir purchasing choice or other decisions

that have an impact on the company.

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Messaging

Brands aim to have the same problem

statement, industry viewpoint or brandperception shared across sources and media.

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Social media marketing

Digital marketing is the use of Internet tools

and technologies such as search engines,Web 2.0 social bookmarking, new mediarelations, blogging and social mediamarketing.

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Social media marketing

Interactive PR allows companies andorganizations to disseminate informationwithout relying solely on mainstreampublications and communicate directly withthe public, customers and prospects.

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Other techniques

Litigation public relations is the managementof the communication process during thecourse of any legal dispute or adjudicatoryprocessing so as to affect the outcome or itsimpact on the clients overall reputation(Haggerty, 2003).

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