Many organizations fail to build relationships with the media. Simply buying advertising space is not going to guarantee positive media coverage.

Organizations also frequently fail to tell their story to the media. Even more critically, they do not proactively respond to concerns raised by others in the media.

Media relations involves closely monitoring and analyzing media coverage of the organization and the sector in order to keep track of what is being said, how it is being said, who is saying it and where it is being said. This involves not only monitoring traditional media sources, but also social media.

An ongoing media relations campaign seeks out interviews with the media to explain the vision and rational for the organization and its actions. Conducting tours of facilities to give reporters an inside look and perspective of the organizations operations can be extremely valuable at building relationships and helping to distribute the organization's messages.

An ongoing media relations campaign seeks out interviews with the media to explain the vision and rational for the organization and its actions. Conducting tours of facilities to give reporters an inside look and perspective of the organizations operations can be extremely valuable at building relationships and helping to distribute the organization's messages.

Inviting media to see first-hand what a potential controversy is all about is also a very proactive way of managing a story. If the media is reporting about how noisy, smelly, unsightly or environmentally damaging a process, site or operation is, it only makes sense to invite a reporter to see first-hand what is going on, tell a positive story and what steps are taken to mitigate negative effects.

For a media relations program to work effectively, it is critical that media relations policies and procedures exist to ensure timely and effective responses.