Media Relations Tips by YAShuaib

PREFACE

It is necessary to know that there is a difference between Public Relations, which is very broad in theory and practice, and Media Relations, which is narrow and restricted to media contact. Public relations is the totality of effective communication aimed at establishing mutual and beneficial relationships between an organisation, be it of individual or body, with its entire public on whom its future may be guaranteed. On the other hand, media relations refers to activities geared towards creating a rapport with the media for the purpose of accurate dissemination of information. Public Relations practice involves a deeper knowledge of the profession with its enviable ethical and moral standards, while media relations is an offshoot and a section of PR which has not been fully standardised in terms of professional ethics.

Many study and practise journalism out of their desire to be independent-minded and represent the voice of the voiceless of the society. My aspiration to be like some known fearless columnists and writers prompted me to study Mass Communication in Bayero University Kano. Unfortunately, my father was scared of the hazard of the profession, especially as this was shortly after Dele Giwa was killed through a letter bomb. It took the persuasions of Professor Oba Abdulraheem, Dean of Postgraduate School, and the late Prof. Ali Naibi Suwaid, the Dean of Student Affairs of BUK, to convince my father to allow me to pursue my dream. It was during the study that I realised that Mass Communication is very broad. It contains several fields covering print and broadcast media. Media relations was not a full-fledged subject then; it had frequent mentions in other courses like advertising, public relations, media law, investigative journalism, report writing and editing. As someone who believes more in practical approach to learning than theoretical hypothesis, I undertook a brief attachment during vacation with the Pen and Alkalami newspapers, published by Alhaji Bashir Tofa in Kano, to have a feel of the newsroom, experience news gathering, the pressure to beat deadlines, the stress of perfecting reports and the fundamentals in media productions. It was a worthwhile experience that a media relations officer, who has never had a similar training and practice, would find helpful and essential. It would interest him to observe the hustle and bustle of the newsroom, where editors become receptionists who receive calls and mails; with reporters rewriting their scripts; production staff working on the final proofreading, all to beat the production deadline. On a practical level, my experiences in a Government House, federal ministries and at a government commission exposed me to vivid reality on strategies for effective media relations.

This book is intended to serve as a quick guide and reference material to those interested in media liaisons. It is very frank and straightforward on processes and methods used by media relations officers to achieve their set objectives through the media, without necessarily ignoring what should constitute their ethics.

As the title of this book indicates, it highlights a dozen (12) practical steps, some of which may well appear Machiavellian, of achieving a healthy relationship with the media. The dynamic and competitive world of the media has made it imperative to apply methods that are not likely learnt in classrooms or even in theoretical books.  It is worthy of note that what may be acceptable in one environment may not likely be welcomed in another. The subjects to be discussed in this pamphlet are real situations and practical approaches that can assist aggressive spokespersons in their daily activities. It should also be noted that as there are ethics and morality, there is also reality in given environments and situations.