Local media more positive towards businesses
Attracting media coverage and retaining positive relations with media contacts is among the most important responsibilities of public relations professionals. However, with the number of potential media sources now growing to include both traditional and digital media sources at every level, the value of managing these different contacts is only going to become more important….
Attracting media coverage and retaining positive relations with media contacts is among the most important responsibilities of public relations professionals. However, with the number of potential media sources now growing to include both traditional and digital media sources at every level, the value of managing these different contacts is only going to become more important.
As well as the breadth of new media channels open to companies, there is another issue that PR professionals will need to consider; how receptive different levels of media coverage are to their message.
With each tier of media coverage responding differently to interactions within the company, navigating the variety of levels – both local and national – can have a significant impact on perception management efforts.
For companies, a recent study suggests that local news sources have a positive slant towards companies, a preference which doesn’t apply to non-local competitors.
The research, from Rice University in the US, tracked the frequency of positive language used in news pieces written about local companies versus those based elsewhere. The research found that local sources used more positive language within these articles.
According to the study, what underpins this positive slant is the stronger relationship that occurs between local companies and media outlets. The findings also correlated with the high levels of advertising and resources that companies devote to local media sources.
Interestingly, this positive bias from local media didn’t extend to national media coverage, which is unaffected by the amount companies spend on advertising and other engagement.
Clearly there are advantages for companies that are looking to develop a local media strategy. By capitalising on the existing relationships companies have with media sources, corporate affairs professionals will be able to achieve an effective reach for their communication strategies.
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