Media Relations Tips by YAShuaib

12.     GET THE FEEDBACK

*           Feedback provides the barometer to measure the success or failure of a programme

*           Know the objective before the feedback

*           Ensure execution of appropriate media programmes

*           Monitor the media output regularly

*           Undertake daily media review

*           File relevant press clips

*           Employ independent agency to conduct a survey on perception

There are arguments over the desirability and possibility of securing quantitative measurement of public relations activities compared to other professions. Other professions claim they provide statistical results of their performances. Medical doctors measure their feat by the number of cured patients; lawyers list their won cases, and marketers present data on increased in sales. Public relations activities are not tangible and cannot be easily analysed in practical terms. They deal with perceptions, states of mind, public attitudes and feelings. It is difficult, for instance, to interpret whether a smile is deceptive or a genuine sign of happiness. Likewise, a mournful face may not necessarily denote anger. But through the survey technique, organisations receive feedback on public relations activities.

In media relations, a section of public relations, the result of media related activities is measured by the volume and quality of media appearances and publications. These are the anticipated results in the use of the media technique. The impact of a media activity in changing or sustaining public perceptions falls within the ambit of public relations, even though the media officer can facilitate. There are methods of measurement for the assessment of feedback in media relations.

The scope of media relations covers, basically,  liaison and information management with the press. The output is monitored and statistics provided on media coverage. The feedback can only be determined after the objective is stated. Every media activity has a set objective to be achieved for specified reasons. The objective may be the overall corporate goals of the organisation in meeting its production target, customer satisfaction, molding public attitude or winning more patronage. An appropriate media campaign can be undertaken to achieve results. The impact measurement is done by regular monitoring through press clippings, media reviews, surveys and statistical analyses.

The best period of el-Rufai, as a public officer, was when he was the DG of BPE, where he received favourable feedback from the reports of finance correspondents (FICAN) whom he related with closely and they too handled their job professionally. As blunt and frank he was on privatization issues, he received several favourable editorials and public commentaries from the media. But when he moved to the Federal Capital Territory as Minister, he realised that financial correspondents were different from city reporters because of their different orientations. In his first year of assuming office as a minister, it was controversy and criticisms that trailed his pronouncements and programmes. He seems to study the feedback as he occasionally adjusts and corrects the misconceptions. I remember that one of my writings on his emergence as minister was entitled “El-Rufai: From Privatisation to Demolition” which was posted on some news websites and Nigeria’s print media. Surprisingly, some of the actions he had wished to execute immediately, especially against poor citizens, were postponed as he concentrated his energy on those many people thought were untouchable, who can easily break the laws of the land.

It is only through the feedback mechanism that an organization realizes the success or failure of its programme. Feedback provides the bases for sustenance, change or improvement in the activities geared to achieve corporate objectives and goals. Feedback comes in three stages: execution level, where you determine the application of the proposed methods; output level: to determine the media usage of the message and fairness of the reports; and lastly the perception level where the impact of the publicity is assessed.

Monitoring

Monitoring of the media mention can be done regularly or occasionally, based on the timing of a programme. It is recommended, however, that monitoring be done daily since unexpected reactions and commentaries on the working of the organisation or its personalities can come from any quarters. The tools for monitoring all the electronic and print media include television, radio, newspapers, magazines, journals and even the Internet.

Clippings

Some agencies provide services where relevant information materials from the media are cut and filed for references. Bigger organisations provide newspapers for their media sections to cut off relevant and related news and comments on the organisations. Due to the cost of newspapers and magazines and the inconvenience and waste that shredding of papers entails, organisations prefer to photocopy portions of papers where relevant news items are found.

Media Review

Summaries of commentaries and news items are written and typed to analyse the nature of coverage: whether they appear in the segments of news, features, editorials, adverts, letters to the editors, interviews, gossips etc. Reviews also indicate the occasions that prompted the mentioning. Review is preferred by most chief executive officers who are busy with official assignments and therefore have little time for reading newspapers or listening to the electronic media.

Survey

If the organisation wishes to study the impact of a campaign on the public, the best way to get the feedback is through the survey method where questionnaires are printed and distributed randomly or to a target public. In preparing the questionnaire, anonymity of the sponsors may be necessary to ensure fair and objective responses on the issue at stake. If there are specific targets from whom feedback is required, they should be identified and a convenient environment chosen for the distribution of the questionnaires. But to achieve independent and objective feedback, a reliable agency can conduct the survey. Some organisations even influence the media to help gauge public opinions on their services and/or image. This is done through vox pop, interview or flying a kite to prompt reactions.

Statistical Analysis

The systematic analysis of media mention is better demonstrated in a table of columns and rows by attaching figures to the coverage. The media relations officer at a regular interval of monthly, quarterly or yearly indicate in figures, the time and quantity of mentioning under subheading: favourable, fair and critical exposure. The table can further be drawn in graphs to give an instant and clear picture on how the media have covered the organisation. This will help the organisation in sustaining, correcting or improving the tempo of their media activities. It may also indicate, by comparison, the media that have covered the organisation adequately and fairly against those that give it less attention or are critical.

Once the Chairman receives the usually regular media cuttings and reviews and realises that an item requires urgent attention, he forwards it to relevant committees and departments for appropriate actions. It is worthy to note that a simple editorial or investigative report can have a serious impact, and influence policy directions. A well-researched and constructive opinion can even persuade rethinking in execution of programmes. Relevant press clips that are feedback to programmes are also pasted on the notice board for the information of staff and visitors. The placements are not entirely restricted to those on the organisation’s activities, but also related information items. On a quarterly basis, the Committee on Public Relations is updated on how the Commission was covered through an analytical submission that shows the rate of positive and negative mentions from editorials, news stories, commentaries and interviews. These give the organization ideas on areas where it needs to sustain, improve, reorder or jettison its activities.