Enhancing Knowledge of Media Relations in Corporate Communication

Purpose

This assignment aims to enhance learners’ knowledge on the key functions of corporate communication, specifically about media relations. 

Requirement

Media relations have a central role within the practice of public relations because the media are the “gatekeepers controlling the information that flows to other publics in a social system.” Media relations work is considered as one of the most important functions in corporate communication department, where the successful media relations will ensure the dissemination of desirable information about organisation to public.

Based on the above statement:

1.Choose TWO organisations from different category/industry that you are interested in.

2.Observe the media relations practiced by the organisations. 

3.Then, critically analyse the types of media used by the organisations including traditional and new media (in term of its similarities and differences).

4.In your opinion, which organisation has better media relations? Justify.

5.Propose strategies to further improve the media relation for both organisations.

6.Choose ONE newly-launched product or service of both organisations. Write a PRESS RELEASE about the products or services (refer to any example of press release available in your module or on the Internet). Your press release must be written based on the component of an effective media story as depicted in Figure 5.2, in your module.