Effective Media Coverage

Abstract

This article examines the activities and processes that contribute to maximizing positive media coverage. The role of a company's media relations staff is explained along with many of the tasks that the staff performs to obtain positive media coverage. The processes of profiling publications, editors, and writers to better understand how to work with them are reviewed. The various types of publications that can provide press coverage for a company are also reviewed. Ongoing efforts to build relationships with editors and writers are examined, along with some of the methods for minimizing damage from negative press coverage.

Overview

All businesses would like to experience positive media coverage all of the time. However, in our world of increased communication, information, and often sensationalist news coverage, this is not possible. Despite this, it is possible to achieve positive media coverage and leverage that coverage to gain more positive coverage, establish goodwill, build a reputation, drive sales, and increase market share. This does require time, effort, and a spokesperson that has a positive view towards the media and experience working for positive media coverage (Hong-tao, 2008; Howard, 1994).

Business managers often seek quick and effective solutions to their problems. However, when it comes to maximizing positive media coverage, success is often far from quick and easy.

Media Relations Management

Staffing. The first challenge of managing media is to hire media relations staff. In some cases, businesses turn to outside public relations firms or advertising firms for this type of support. In situations where media coverage is fairly constant, it is advisable to have an internal staff person in charge of media relations. This provides for consistency in tone and the ability to adjust and evolve the scope and detail of desired media coverage over time. An internal media relations staff will also be focused solely on their company and will be better able to perform many of the endless small tasks necessary to obtain and maintain positive media coverage (Pellegrino, 2007).

Company Image. The next challenge is getting to know your company and the positive stories you desire to tell about it. A media relations team can help to put the story together, but the details of the story and why it is important are in the minds of the employees of the company. Thus, compiling a history of the company as well as material that captures the working spirit and product value of the company is an important step. It may require interviews with dozens or more employees as well as reviewing historical documents (Vanhamme & Grobben, 2009).

Company Contribution. It is also important to know how the company has contributed to the communities in which it is located or contributed to other social causes around the world (Settles, 1996). Volumes of material may need to be reduced to simple tidbits, but it is essential to provide relevant answers to probable questions. Remember that reporters want to know who, what, when, where, why, and how (Adler, 2007).

Familiarity. Once the history, spirit, product value, and contributions of the company are compiled, edited, and published, it is important that everyone in the company is familiar with these contributions. This is especially true of managers who may have the opportunity to speak on behalf of the company (Morris, 1989).

Newsworthiness. It is also important to develop an understanding of what is newsworthy about the company. This includes what may be appealing on an ongoing basis as well as what might be newsworthy in various circumstances, including boom times, recessions, natural disasters, national elections, and other cyclic events (Schaumleffel & Tialdo, 2006; Stateman, 1998).

Newsworthiness is often in the eye of the beholder, and, for the most part, it can be situational. Factors that influence newsworthiness will vary considerably from time to time and place to place and may be difficult to determine. There are several ways that a media relations staff can sort through and rank the newsworthiness of various potential stories.

Publication Types. One key to determining newsworthiness is to analyze the actual publications and the type of publications that have previously run stories about your company or similar companies. There are several types of publications, print and online, that could be interested in your company from a variety of perspectives (Otte, 1992). As the twenty-first century progressed the availability of print publications drastically declined and many became solely Internet-based. As publications moved into the technical realm an additional responsibility of the effective media manager was to work with information technology staff to present the same quality information about the company is an Internet format.

Trade Publications. Trade publications cover an industry or a particular type of product or materials used in manufacturing. They often combine scholarly and popular sources for professionals in specific sectors and tend to be read by people in their industry or those who work for companies that use products from an industry or perhaps even sell products to an industry (Peckham, 2007; Library Guides, 2022). Trade publications can provide good exposure by increasing awareness about a company or a company's product line. Stories in trade publications can help improve sales and marketing efforts, which in turn increase the return on investment for media and public relations efforts and a company's success at large (McNamara, 2008).

National Newspapers & Magazines. National newspapers and magazines with high circulation numbers as well as distribution in multiple geographical regions also may be interested in news about your company. These publications tend to focus on stories that have national or global significance. They also tend to be less technical than trade publications because they strive to appeal to a broader audience. The perspective of these publications on almost any topic can also shift over time (Entwistle & Johnson, 2000; Ott, 1998).

Local & Regional Newspapers & Magazines. Local and regional newspapers and magazines tend to run stories on issues or events that impact their surrounding communities. These publications often have an interest in companies that have facilities located in their circulation areas. Topics or issues that regional and local publications consider newsworthy tend to be those that can impact lifestyles, jobs, businesses, or economics in the community (Martinelli, 2006).

Advocacy Publications. Advocacy publications are those that take a position on a specific issue or segment of the population. Many advocacy publications come and go rather quickly. Examples of the types of issues that advocacy publications focus on include the environment, politics, race, business, international relations, immigration, healthcare, and unionism (Kleinman, 2002). These publications can be a source of positive as well as negative media coverage for a company.

Interest-Specific Publications. There are also a wide variety of publications that target specific demographic segments based on gender, age, race, leisure activities, or hobbies. Many of these publications focus on lifestyle topics ranging from apparel preferences to home decor choices. There is also at least one publication for virtually every type of hobby or leisure activity ranging from plant growing and flower arranging to model railroading and bicycling. Depending on the product or service a company offers, many of these publications can be a source of positive media coverage (Lontos, 2008).

Regardless of the type of publications a company seeks coverage in, the media relations team has a considerable amount of work to do in building and managing those relations. In addition, the media relations team also needs to be prepared to counter any negative media coverage that occurs. As publications become solely published online, media relations teams must consistently update publications and take into account reader feedback as it is posted. Publications are no longer static, and the information about a company contained in them and the feedback from readers must be revised and updated on a constant basis.

Applications

Managing Media Relationships

Awareness of Media Outlets. There are several aspects to the process of managing media relationships. Some publications may have a reputation for being negative, and others positive. Some reporters or feature writers may also have a reputation for being negative or positive. Many will tell you that they are looking for sensational information because that is what people like to read. It is important that the media relations staff understands the publications that they work with and those that they may work with in the future. Profiling publications, websites, online bloggers, editors, and writers is an important step for maximizing positive media coverage (Lontos, 2008; Rose, 2001).

Getting to know the publications that cover a company or an industry is a long and sometimes slow process. A review of the last two to three years of the publication's issues is a good start. This review will provide insight into the topics that were covered and how they were covered. It will also provide a good indication as to the slant of the articles published, including if they were negative, positive, or well-balanced. A visit to a publication's website can also provide information on its history, mission, and mode of operation (Bradley, 1997). To increase coverage, media relations teams may seek analytical information about the websites pertaining to the industry that are most visited and concentrate on creating a relationship with the most-visited. Further, savvy media relations teams need to employ social media experts to manage mentions of the company on social media sites (Redzia, 2022).

Awareness of Media Editors. Many publications may be well established and in operation for several years or even several decades. However, few editors remain at a publication for more than ten years. Thus, it is important for the media relations staff to know the styles and preferences of the long-tenured editors and should have an awareness of newer editors. Publications can change tone relatively quickly if the old guard leaves, and there is suddenly a new crop of editors (Carr, 2009). This is true for both print and Internet publications.

Awareness of Writers. It is also important to know the writers in each publication. Writers have their own style and have a track record of success. How a writer builds their track record will vary. Some writers make careers in writing negative stories, and others may build their record on writing well-balanced stories with broad appeal. The importance of building relationships with writers cannot be understated. As Internet publications become dominant and access to news increases, developing a relationship with journalists who have a vast array of content from which they can choose to report has become even more important (Youngwirth, 2009; Anderson, 2023).

Preparedness. Once the publications, editors, and writers are known, the process of maximizing positive media coverage will become a bit easier. But it still requires constant hard work. The media relations team needs to stay in tune with editorial and publishing processes. In part, this means being prepared to take advantage of opportunities for possible positive coverage that may come up. The media relations staff needs to have a variety of possible positive stories or angles when the media calls and these stories need to have the right appeal for the publication that is calling (Schultz, 1996). Media relation managers also need to be diligent in responding to negative coverage on social media sites and have a plan in place to address the issue.

Being prepared means being able to provide content for an article in progress or to prompt an editor or writer to be interested in a story. It is important to be able to provide writers with all the information they need to tell the story. In many ways, this means understanding the life of a writer. They are often under a deadline, and time is critical. Writers also cannot be expected to readily understand every topic in as much detail as the media relations representative. This means that the material provided to writers needs to be readily understandable and that the small details need to have both meaning and context (Jacobs, 2008; Rembrandt, 2007). Developing relationships with specific writers has become even more critical as writers can pick and choose from copious material to cover (Anderson, 2023).

Depending on the publication, writers also like to include quotations from corporate executives, researchers, and scientists. Media relations managers must know which people in their company can be available for an interview and can work with the writer to get positive coverage results. If interviews are set up, it is important that a media relations staff person be present to help coach the interviewee, provide clarification, and perform any follow-up work, such as sending along additional information or photographs.

Many trade publications and Internet sites rely heavily on advertising to pay their bills. Generally speaking, publishers deny a relationship between advertising buys and coverage of the advertising buying company. However, there are publications, depending on the industry, that blatantly tie editorial content to advertising buys. The editorial advertising ratio position of a publication is something that should be determined in the profiling process. When possible, companies should take advantage of any positive editorial content offers that come along with advertising buys.

Another way that publications can make money is through the sale of article reprints. In the case of a company or product profile, it is advisable to buy reprints of positive coverage. These reprints are often used in marketing packets, press packets, or as collateral for a trade show table. They are relatively inexpensive and help to build relationships with publishers and editors. As most publications have moved online, accessing prior information has become less of an issue.

Issue

Responding to Negative Press Coverage. Sooner or later, negative press coverage will occur. This can happen for a variety of reasons, ranging from a product recall to an injury or death in the workplace, or an economic downturn like the one that occurred in 2008, when dozens of large companies were battered in the media. Also, bear in mind that negative media coverage can run in trends or cycles (Hannah & Zatzick, 2008). During the COVID-19 pandemic, companies that were seen as dismissive of public health concerns received negative press coverage as well.

It is advisable to keep tabs on all media coverage concerning your company. This can be done through traditional clipping services or by utilizing online services called media monitoring and media intelligence services that send you alerts if selected names or topics appear, especially when the company’s reputation is at risk (Treasury & Risk, 2012).

Sources of Negative Press

Trends / Popular Opinion. Negative press coverage most often occurs for a reason. It is helpful to keep an eye on media trends and on public opinion polls. If, for example, a publication that has had a track record of relatively positive coverage of companies or industries suddenly starts turning negative, it may be because of a new editor or even new ownership. Monitoring these changes in style or tone, as well as management and ownership, can be a sign for media relations staff to start preparing for potential negative coverage. In some situations, once a popular high-circulation publication starts negative coverage of a company or industry, other publications may follow (Eccles & Vollbracht, 2006). This domino effect can be exacerbated by the speed with which information spreads on the Internet and social media. Many companies employ workers whose sole job is to manage the social media accounts of the company.

Some publications tend to follow popular opinions to drive their tone and style. The war in Iraq, which began in 2003, is an interesting case study. When the war first started, it was popularized by the White House and, in turn, by the media as a necessary effort to fight terrorism and stop the spread of weapons of mass destruction. Initial support for the war was strong, especially after the September 11, 2001 terrorist attacks. As time passed and the war dragged on, the American public became more discouraged by the war. Media coverage became increasingly negative about the war. Some blame the media for the coverage being negative, while others felt that the tone of the media coverage reflected the feelings of the public (Newport, 2007; Solomon, 2006).

Misinformation & Errors. In some cases, negative press coverage may occur merely because of misinformation or an error in reporting and fact-checking. If this is the case, the media relations staff needs to move quickly to notify the editors and writers that there has been an error and to provide documentation of accurate information. In many cases, the publication will print a correction in a later issue or note the correction on the article on its website. But bear in mind the story will still stand as published and be included in databases, on websites, and through search engine requests. The media relations staff needs to be prepared to respond to inquiries about the original story even if a correction was published. Misinformation became a growing problem for media relations managers with the proliferation of social media, where any user could spread false information.

Crises. Sometimes business crises occur, and no matter what happens, there may be no stopping the media from being critical and publishing negative stories (Weinberger & Romeo, 1989). Complaining about negative coverage to publishers and editors will yield few, if any, results and may even create a backlash.

If negative media coverage does occur, media relations managers and corporate executives should not be passive. They should be prepared to react to the negative coverage as well as launch a campaign to minimize damage. This requires a coordinated and concerted effort on the part of the management team of the company (Miller, 2006). An additional option is to contract for services from a reputation management firm whose services have become a normal part of media relations in the twenty-first century (Tozzi, 2008).

How a company manages a crisis and responds to overcome or neutralize negative media coverage, will impact the perception of the public, the media, and stockholders for years to come (Hoggan, 2008). To counter or recover from negative media coverage may take several months or even years. It is also a step-by-step process of overcoming immediate consequences as well as working on long-term reputation repair. An example of negative press coverage and the need for a company to instantly address it was seen in a Pepsi ad featuring Kendal Jenner. In the commercial, Jenner pacifies a protest by giving police officers a soda. Released at a time when racial inequality and police brutality were key issues in American society, the ad was seen as inappropriate and tasteless. Both Pepsi and Jenner apologized (Zelenovskaya, 2023).

Use of Direct Communication. Direct communication with a company's customer base, through social media, for example, is an effective mechanism to counter negative press coverage and should be done promptly and honestly. To best accomplish direct communication with the customer, media relations staff, public relations staff, and customer service representatives should all play a role in a coordinated, well-tuned effort. If an appropriate customer-focused publication exists, it can be an effective means of communicating and should be used on an ongoing basis (Schijns, 2008). Also, social media, such as Facebook, Twitter, Instagram, and Tik Tok offer public relations staff a way to interact directly with customers (Horn, 2013). Social media is ubiquitous and cannot be disregarded or ignored.

It is also important to remember that even though the noise about the last episode of negative media coverage will die down after a while, it can crop up again at any time. Editors and writers working on future stories in which the company may be mentioned will have access to all of the media from the past. The negative attention may play a prominent role in a company's search engine results. They may read previously published negative media, affecting their point of view about your company. As such, when media relations staff work on future stories with reporters, they need to remember that old negative press may come up and that they need to be prepared to deal with it quickly.

Conclusion

Positive media coverage is an asset to a company. It can help drive sales, strengthen marketing campaigns, and help to attract investors. Maximizing positive media coverage requires skill, experience, and diligence. The extent to which a company can achieve positive media coverage will depend on the work of its media relations department.

One of the primary jobs of the media relations staff is to have a working knowledge of the publications, editors, and writers, both in print and online, that may cover the company. The staff needs to know which publications and websites may have a reputation for being negative or positive. They also need to know which writers have a reputation for being negative or positive. This knowledge will help them better deal with a media opportunity and work to maximize positive coverage.

Negative press coverage is almost an eventuality and can occur for many different reasons, including the reason that negative media coverage of corporations is cyclical. Thus media relations staff need to monitor media coverage concerning the company and watch for changes in ownership or editorial staff of the publications that cover the company. It is also advisable that media relations staff stay current with popular opinion polls because these polls may indicate which way the media will view companies, events, or trends. Media relations staff and corporate executives need to be prepared to react to negative coverage to minimize damage. Finally, media relations staff must stay informed about the way the company is presented on the Internet and social media.

Terms & Concepts

Advocacy Publications: Magazines, newspapers, newsletters, and websites that take a position on a specific issue or are dedicated to the advancement of a selected segment of the population and focus on issues such as the environment, politics, race, business, international relations, immigration, and unionism.

Media Relations: The process of managing corporate interactions with the news and other media outlets.

Newsworthiness: The value that publishers, editors, reporters, and the general public place on media content.

Product Value: The combined value of the products, services, and support a company provides to its customers that provides a competitive advantage over other companies.

Trade Publications: Magazines, newspapers, newsletters, or websites that exclusively focus on a specific industry or a particular type of product or materials used in manufacturing.

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Suggested Reading

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