Date: June 8, 2012
Russo Partners is handling message development and positioning work as well as media relations for Princeton, N.J.-based Advaxis. The biotechnology company is in late-stage Phase 2 clinical trials with next-generation of immunotherapies for cancer. Advaxis immunotherapies in development for cancer and infectious diseases are based on a novel platform technology using live, attenuated bacteria that are bio-engineered to secrete an antigen/adjuvant fusion protein that redirects the powerful immune response all human beings have to the bacteria to the cancer itself.
Media Relations | A Brief Overview
Media Relations is the act of involvement with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.
Typically, media relations involve coordinating directly with
the people responsible for producing the news and features in the mass
media. The goal of media relations is to maximize positive coverage in
the mass media without paying for it directly through advertising.
Many people use the terms “public relations” and “media relations”
interchangeably; however, doing so is incorrect. The definition of media
relations is somewhat narrower. Media relations refer to the
relationship that a company or organization develops with journalists,
while public relations extend that relationship beyond the media to the
general public.
Dealing with the media presents unique challenges in that the news
media cannot be controlled – they have ultimate control over whether
news angles pitched to them are of interest to them or their audiences.
Because of this, the ongoing facilitation of communication and
relationships between an organization and the news media is vital. One
way to ensure a positive working relationship with media personnel is to
become deeply familiar with their “beats” and areas of interests. Media
relations and public relations practitioners should read as many
magazines, journals, newspapers, and blogs as possible as they relate to
one’s practice – (i.e., if you represent clients in the financial
field, it’s obvious practitioners should have a general idea as to the
types of stories being covered in this area, and they should read the
major dailies as well as The Wall Street Journal in order to develop
future strategies).
Working with the media on the behalf of an organization allows for
awareness of the entity to be raised as well as the ability to create an
impact with a chosen audience. It allows access to both large and small
target audiences and helps build public support and mobilizing public
opinion for an organization. This is all done through a wide range of
media and can be used to encourage two-way communication.
By using media relations effectively, public relations
practitioners can enhance the reputation of their respective
organizations while establishing good working relationships with
journalists that will serve them well in future endeavors.
Key elements of strategically based media relations:
- The media strategy is documented and implemented according to principles agreed between public affairs and senior management.
- A media policy is drawn up with responsibilities, profiles and positioning.
- Media activity is planned to reach target audiences in direct support of your organizational mission and goals.
- Media contact is broadly divided into proactive and reactive activities.
- Systematic use of consistent messages is made (eg. about organizational performance, issues, use of new technologies and corporate behavior including environmental policy, corporate governance and corporate social responsibility).
- Spokespersons’ roles are documented, communicated and supported.
- There are clear triggers for engagement as part of the issues management/stakeholder relations process
- Decisions are agreed beforehand on the follow-up activities after media coverage.
