 Press relations
Are corporations getting scared of the press?
by Vincent Obiro Orute
Communicating with the general public through the press has never been an easy
task with many companies. Some companies conform to an open door policy with the
press, others talk when
they have to, while others more often than not refuse to return reporter's phone
calls. Today, the most frequent attitude by corporations towards the press can
be expressed as follows: "Look, we are here to make money. We make the necessary
disclosures, we are good citizens and employers, so why don't you press guys
drop dead".
With increased frequency these days, a new and more hostile relationship between
corporations and the press is beginning to emerge. Some corporations have cut
off all contacts with the press while others have withdrawn their advertisements
out of anger at news stories about them.
These strong reactions indicate a new pattern in the way companies are dealing
with the press these days. At times the defense is much more aggressive. Some
firms are more willing to strike back when they believe they have been wronged.
In my humble view, this is not the best way corporations should deal with the
press. Since the press carries news, features, and editorial opinions, companies
should acutely be sensitive to the role played by the press in affecting their
capacity to achieve their marketing objectives.
There are two issues of concern to companies when it comes to dealing with the
press. The first is how much coverage the press volunteers to the company's
activities and products. Small companies in particular should be hungry for news
attention and free publicity. This should substitute paid advertising that the
company would need to achieve the same level of awareness in the marketplace.
Large companies, too, should be hungry for news attention and free publicity and
should need more space devoted to their activities. Getting more coverage from
the press is a marketing problem for many companies these days.
The second issue is what the press says about the company's activities and
products. In my humble view, there is nothing more valuable to a company than
favourable publicity nor more damaging to a company than unfavourable publicity.
The potential impact of the press on a company's fortunes has led most companies
to establish a public relations department with a major responsibility for press
relations. The job of the public relations officer is anticipate bad news and
try to cancel it or present the other side of the story. He senses opportunities
for favourable publicity and arranges stories and visits with reporters. He also
offers them valuable services such as interesting news items, informational
material and quick access to top management. In return, the media reporters
respect his needs for receiving favourable coverage, being informed of things,
and being given a chance to submit the company's view point.
On the other hand, other companies are looking for, and finding ways to use the
press to their economic benefit by placing advertisements in local newspapers.
In Arusha for example, the manner in which companies handle requests - routine
or not - from the press differs widely.
Some simply choose to stay silent, others declare themselves willing to help,
but not right now. Still others express a belief in being candid, cooperative,
and accessible and they generally deliver on that firm commitment.
When aggrieved, some companies frequently strike back at the press with such a
response: "We are aware today's newspaper is tomorrow's fish wrapper. But we
don't turn the other cheek". At times when the provocation is more serious, some
companies have no hesitancy in pushing their cases further.
Recognition of the press as one more element in the environment to manage for
the sake of profit means that executives must learn how to cope with the press
as an unavoidable part of
their job. In fact, some managers are beginning to think about talking with the
press as just another business risk. "Businessmen have to develop a thicker skin
when it comes to dealing with the press. Today, most business leaders are almost
in the role of politicians, and they are going to be looked at, appraised and
criticized.
Vincent Obiro Orute is a seasoned banker and Micro finance
Expert
Email:
orutev@yahoo.com
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