Media relations is a subset of public relations that focuses specifically on managing the relationship between an organisation and the media. It involves establishing and nurturing contacts with journalists, editors and other media professionals to facilitate accurate and timely coverage of the organisation’s news, events and initiatives.
Published in Chapter:
Optimising Corporate Social Responsibility, Communication and the Media for Enhanced Organisational Progress: Implications for Sustainable Organisational Growth
Copyright: © 2024
|Pages: 16
DOI: 10.4018/979-8-3693-1273-5.ch006
Abstract
This chapter explores the challenges and importance of effective communication of corporate social responsibility (CSR) initiatives for organisations. It highlights the evolution of CSR and its trajectory from defensive to transformative approaches. The chapter also discusses the three fundamental philosophies shaping CSR practices: laissez-faire, good citizen, and government and business corporation philosophy. Effective communication of CSR programmes is essential, and organisations must consider factors such as sincerity, stakeholder perceptions, source credibility, appropriate communication channels, and the influence of information technology. To address the challenges, the chapter proposes the PESO integrated media model as a framework for CSR communication, which includes paid, earned, shared, and owned media. The model offers organisations the opportunity to leverage different media channels strategically to effectively communicate their CSR activities, engage stakeholders, and achieve their communication objectives sustainably.