ISSUE NO. MONTH YEAR TONY’S CHOCOLONELY, OXFAM, AND GLASTONBURY PR CAMPAIGN DPR5127 - PUBLIC RELATIONS DIPLOMA IN APPLIED COMMUNICATION TRIMESTER 1, 2023/2024 ASSIGNMENT 2 - MEDIA RELATIONS ANALYSIS REPORT DR. NURAFIQ INANI MAN MEDIA RELATIONS ANALYSIS REPORT
MEDIA RELATIONS ANALYSIS REPORT: AGENDA 2 3 4 6 7 THE GROUP INTRODUCTION IMPORTANCE OF MEDIA RELATIONS CHALLENGES AND STRATEGIES ROLE IN PUBLIC RELATIONS CONCLUSION The group members and their contributions to this report Sets the context and presents the main points The key principles and practices of media relations and why they are essential for building and maintaining positive relationships. Includes examples and case studies The challenges and potential obstacles that may arise in media relations. Identifies effective strategies for overcoming these challenges The role of media relations within the broader field of public relations, emphasizing its significance Summarizes the main points and highlights the crucial role of media relations in relationship building. reinforcing the report’s key message 5 1
THE GROUP INTRODUCTION AND SLIDES IMPORTANCE OF MEDIA RELATIONS CHALLENGES AND STRATEGIES ROLE IN PUBLIC RELATIONS CONCLUSION AND REPORT 1221208356 Trinity Wee Thong Ern 1221209356 Raja Nur Irdina Syahirah Binti Raja Sabarihan 1221206660 Natasha Farzana Binti Taufek 1221206848 Sharmiksha A/P Jayakanthan 1221207427 ‘Alia Humairah Binti Mohd Rizman Shahnizam 2
INTRODUCTION Limited-edition Tony's Chocolonely X Glastonbury chocolate bars were briefly sold at Oxfam stores from April 17, 2023. The collaboration involved Tony's Chocolonely, Glastonbury festival, and Oxfam to raise funds for Oxfam's mission against poverty and injustice. Proceeds from chocolate bar sales supported Oxfam. This report will analyze this campaign, focusing on how media relations build organizational image. This report will cover media relations principles, examples, challenges, overcoming strategies, and its role in public relations. 3
IMPORTANCE OF MEDIA RELATIONS Media relations are essential for organisations like Tony’s ChocoLonely, Oxfam and Glastonbury for various reasons. 1.Credibility and Trust Good media attention can help these organisations appear more reliable and credible. It can increase public and stakeholder trust when credible media outlets report on their initiatives. 2. Advocacy and Influence Promoting good change, influencing public opinion, and supporting social causes may all be accomplished with the help of media relations. These organisations may spread their messages and impact public opinion on significant problems by obtaining media coverage. 3. Partnerships and Collaboration Good media coverage can draw in sponsors, partners, and collaborators who share the organisations' objectives and beliefs. This may result in beneficial alliances and teamwork. 4. Crisis Management Effective media relations may aid in controlling the narrative. Minimising the harm to an organisation's reputation during times of crisis or controversy. 5. Event Promotion Media relations are essential for organisations such as Glastonbury to advertise events, draw guests, and create buzz and expectation. Good media relations is a crucial component of every organisation’s communication plan since it may have a substantial influence on the success, reputation, and visibility of Tony’s Chocolonely, Oxfam and Glastonbury. 4
CHALLENGES STRATEGIES AND Passed down from generation to generation, the classic recipe card is an honored tradition that brings families together. Tap into your inner chef and include recipes for your favorite dishes in this magazine. Add photos for a more modern look, or customize each one according to your tastes. What's important is that you list down the ingredients for the dish and the steps for preparation. You can also include the prep and cook time, calorie count, and other important details. 5
ROLE IN PUBLIC RELATIONS 1. Various types of public relations exist, including media relations, which involves building strong relationships with public media organizations. 2. Media relations teams deliver company news, provide verified content, and engage with outside media for public comments. 3. Public relations practitioners benefit from media relations, ensuring free publicity and promotion for clients, reaching a wide audience economically. 4. Public relations aims for positive publicity, often turning to mass media for trustworthy coverage, requiring practitioners to manage relationships with reporters. 5. Media relations enlightens the press about company objectives, successes, and organizational victories, increasing positive coverage and visibility. 6. Benefits include increased brand awareness and a positive company reputation through preferred information and news. 7. Effective media relations involve good communication, feedback, and information management, enhancing product or service perception. 8. In modern corporate communication, customer opinions on blogs and articles assist in service or product improvement. 9. Observing customer preferences through social media surveys helps understand choices, ultimately boosting sales. 10. Media relations boosts credibility and trust, creating a positive image and building authority in the industry. 11. Strong relationships with major news outlets enable businesses to control the narrative, maintaining a positive reputation. 12. Media exposure, including thought leadership articles, enhances engagement by up to 55 percent. 13. Media relations raises awareness of new products, services, and innovations, even if it doesn't directly lead to sales. 14. Positive media mentions attract and retain talent, showcasing strength and credibility in public media. 6
CONCLUSION 1. Media Relations Importance: It's a valuable tool for PR professionals in crisis management and shaping public opinion. 2. Reputation Management: Helps establish and maintain a positive organizational reputation. 3. Key Components: Involves building close ties with the media and delivering impactful messages. 4. Effective Plan: A successful media relations plan combines relationship-building and impactful message delivery. 7