Media Relations

Interaction with media members is an essential aspect of a successful communications program. Using the power that the media wields in creating bonds with the ultimate audience, the residents, is a critical skill that can pay large dividends. For the most part, news releases will serve as the most common method used to connect with the media.

This outreach method is the proactive element of the communication program. There is also a reactive element to the media relations program that usually requires developing and refining responses to media queries. The reactive element can be in response to a controversy, an emergency or some other unforeseen contingency.