Towards effective media relations in a changing media landscape in Singapore : testing the mediating the media model

• Main Author: Nasrath Hassan
• Other Authors: Augustine Pang
• Format: Theses and Dissertations
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences::Journalism; DRNTU::Business::Public relations; DRNTU::Social sciences::Mass media
• Online Access: http://hdl.handle.net/10356/50948
• Institution: Nanyang Technological University

Media relations is a predominant public relations function. The bulk of public relations work performed by practitioners, all over the world revolves around media relations (Spicer, 1997). Similarly in Singapore, organizations focus excessively on media relations with senior practitioners spending at least a third of their time on it (Yeo, 2008). Even though the advent of new media technologies and social media platforms are transforming how audiences consume content globally, in Singapore, mainstream media still remains a key source of credible news and information (Oon, 2009). Traditional media in Singapore maintains its influence on public opinion with relatively high newspaper readership and television viewership numbers. This stresses the importance of the cultivation of effective media relations for practitioners and organisations. Despite its critical function, there appears to be a lack of a systemic framework to study media relations. Pang’s (2010) journalist-centric media relations model seeks to address this issue by offering the Mediating the Media model that will equip practitioners with the necessary knowledge to cultivate media relations in a more systematic and planned manner. This paper studies the viability of the Mediating the Media model in Singapore and ascertains its relevance to practitioners in cultivating effective media relations. Pang’s conceptual “Mediating the Media” model posits two sets of influences, i.e. internal (journalist mindset, journalist routines and newsroom routines) and external (extra-media forces and media ideology), that practitioners should seek to understand. Journalists’ mindset is guided by traditional news values like immediacy, excitement, and novelty, which help them to sieve through large volumes of information passing through the newsrooms daily. Practitioners with good news sense who can produce well-written press releases and pitches will gain journalists’ attention and respect. Journalist routines focus on qualities like timeliness, accessibility and transparency. Deadlines are a major consideration so journalists expect fast and succinct information. Understanding this will enable practitioners to better meet the needs of journalists and earn their trust and goodwill. Newsroom or organizational routines revolve around each media company’s specific roles and objectives in a community. Ensuring profitability and sustainability influences editorial decisions. Budget and manpower constraints impact what news gets covered. Practitioners who deliver information, footages and story ideas with minimal input from newsrooms will be able to maximize coverage for their organizations.