Four Needs of the Media that PR Must Know

PRINDONESIA.CO | Monday, September 14, 2020
Pria saat menjadi pembicara “Manajemen Komunikasi Media” di Jakarta, Rabu (9/9/2020).
Dok. LSPR Communicatons and Business Institute

Media coverage is able to influence public opinion. Therefore, it is important for public relations (PR) to build engagement with the media.   

JAKARTA, PRINDONESIA.CO – That was what Prita Kemal Gani, the founder and CEO of LSPR Communication and Business Institute believed when speaking at the Media Communication Management" event held by the Secretariat of the Directorate General of Vocational Education in Jakarta on Wednesday (9/9/2020). According to Prita, in a company context, media coverage can influence public opinion regarding the brand image and the company's reputation. Meanwhile, in the context of government, media coverage also influences public opinion regarding policies.  

To build engagement with the media, the first step PR must take is to understand the media. One of them is understanding the media needs in today's digital era. In addition, there are four other characteristics that the media need, such as informative, creative, communicative, and strong media bonding.  

First, informative means that PR must be able to provide the latest information or data in multimedia format, whether print, digital, video, or infographic. In addition, PR also must routinely deliver the latest information through the official website and social media accounts of their company or agency.    

Second, be creative. Media need content as well as information that is packaged creatively. This means that the information presented to the media can be packaged in various angles of writing. This is because every journalist comes from various desks, such as desks for education, business, lifestyle, and many more.  

Another creative form is to offer exclusive interviews with company officials. The information presented also features various sources, not only from within the company. For example, presenting third party sources such as experts.  

Third, communicative. According to Prita, spokespersons in companies or agencies, including PR, must be easily accessed or contacted. They must also be proactive and able to build two-way relationships, such as being willing to listen and receive input.  

Fourth, strong media bonding. This means that PR must be able to build an emotional relationship with the media. Starting from updating the latest issues or information, media visits, holding regular meetings with the media in various forms, such as providing training to the media, holding gatherings, and building cooperation through media collaboration programs.  

Additionally, providing the opportunity for the media to become a speaker at a number of internal company activities, to respond to each of their news by sharing it on the company's official social media accounts as a form of appreciation.  

In fact, PR can also create a WhatsApp Group to build an intense relationship with the media. "In addition to a forum for exchanging information and responding quickly to media needs, it is also a forum for holding various interactive and two-way activities, such as games or quizzes," concluded Prita. (rtn)