Media relations should be viewed as a very powerful weapon. When used correctly in well-trained hands, it can protect and enhance an organization. When handled carelessly, someone’s going to get hurt.

Media outreach is a valuable component to any company’s PR strategy when used in the right proportion with other initiatives. Too large and you won’t be able to justify the ROI. Too small and it won’t bring the attention your client deserves. Close attention must be paid to the overall scope, messages, and objectives of your client’s company before determining the size of any media campaign.

As for FLAK/Flack explanation – nice one!

Nevertheless… we represent clients from the UK, Israel, Japan and Vietnam that want to penetrate the US market.

They initially contact us for Media Placement or Media Relations, which opens the door to the new client’s organization giving us the opportunity to build trust and a relationship that affords us the opportunity to deliver a greater range of services and value.

I wouldn’t dismiss media relations as part of our research either. Reporters and editors are the gatekeepers of information. They keep their jobs because they understand their readers and what they want e.g. our client’s stakeholders. So instead of just shoveling information out to the media, take the time ask questions about your client and be sure to listen to the answers.

On a another note– can we finally put to rest the outdated and oft-misspelled word “FLACK” to describe public relations professionals. FLAK (no “c”) is short for “FLugAbwehrKanone” a WW II German anti-aircraft weapon that fired shrapnel-filled puffs as “our boys — over there” flew their “crates across the briney.” Since the War ended when Grandpa was a young man, maybe we can hang up the word — right next to his old FLAK jacket ; )

Tim, I think you are spot on with your comments. It’s horses for courses. Not much point putting your communication eggs in the media basket if your target audience is 100 odd people. Use whatever mechanism is going to deliver the best ROI, which will also influence what the communication KPIs are.

Amanda, no doubt you are familiar with Grunig and co’s two-way symmetrical communication model. Whilst it isn’t always possible or practical to apply this model, it is what I aspire to do with my work. I genuinely believe that by taking this approach our profession can make a positive, sustainable difference to society.

I appreciate you and others may take a different view and there is plenty of room for a diversity of perspectives. The encouragement of, and engagement with, different perspectives is, after all, a characteristic of best practice public relations. But I don’t think that makes me or my approach smarmy.

I’ll be reviewing some of Mr Grunig’s new book chapters on this blog in the near future – so watch this space!

No. On the corrupt communist planet Zergnoid maybe; here, it’s not. Here, PR is about making a case as an advocate on behalf of a client. THAT is our system. The further you’re away from that simple fact, the greater the ethical challenges and in all likelihood, the smarmier you are.

- Amanda