Media Relations - An Essential Organisational Function

Now going into the fifth week of my internship, it is interesting to reflect on how this experience has strengthened my understanding of the role and importance of public relations. Working with the festival has given me the opportunity to see first hand how stakeholder management strategies are essential to uphold an organisation that is not only financially viable, but reputable, socially responsible and whose products and services are sought after across a number of market segments.

This is particularly true at the Festival, where beneficial relationships with corporate and government partners, sponsors, audience members, the media and the artists are paramount to the running of the program.

According to the official media relations strategy document:

"Public Relations play a key role in the ongoing profile building and brand development of the Perth International Arts Festival. The Festival has a number of key stakeholders, which hold various opinions of the organisation. Generally however, it is safe to assume that each group perceives the festival to be an intense three week period of high quality arts and community events that enhance the cultural landscape of Perth.”

The document goes onto explain that although the Festival has already established this positive image, it’s the ongoing mission of the public relations team to strengthen its public profile so that 'a sense of excitement, ownership and pride' toward the festival is fostered amoung Perth audiences.

This goal informs all the activities of the public relations function, including maximising positive media coverage of the program and monitoring media messages, encouraging advocacy of the Festival through a targeted public speaking program and appointments with government associates, and sustaining positive relationships with sponsors and potential sponsors.

Ultimately, one could say that the PR function gives the organisation its ‘societal licence to operate’ through the vital and mutually beneficial relationships it upholds with stakeholders.

Some key skills/tasks that I have learnt are imperative for effective media relations are:

- Maintaining positive relationships with media contacts, ensuring you give tokens of thanks for their support
- Ability to scope out interesting/news worthy angles and opportunities to penetrate niche market segments
- Take advantage of emerging media avenues. Explore digital and social media strategies
- Have an awareness of lead times for specific publications and ensure timely, thorough information is provided which is of interest to their readers
- Keep abreast of current affairs, particularly trends in consumer spending and government legislation/sentiment on issues which affect your industry

Hope everyone is enjoying the learning curve of their internships, thanks for listening!

Ros Brennan.