For most clients, media relations is at the core of a communications program – and is often the key to winning admiration for a brand, credibility for a positioning, or respect for response to an issue. Burson-Marsteller's Asia-Pacific team knows its media well – and recognizes that the approach to media relations or even the definition of news can differ from market to market.
Our team includes former journalists who have worked for local and international media and who can give clients pragmatic counsel on building effective media relations. We believe in helping our clients create news not disseminate propaganda.
Crucially, the team also includes experts on new media who work with clients to ensure they are prepared for the 24/7 media environment and the opportunities and threats presented by digital communications.
Our media relations programs can include:
- Strategy and message development
- Media coverage tracking and analysis
- Editorial campaigns (brands, products, issues)
- Op-ed development and placement
- Issues response
- Media crisis simulation
- Media audits
- Media events: roundtables, press conferences
- Visiting Journalist Programs (VJPs)
- Broadcast media production – Video News Releases (VNRs) and Audio News Releases (ANRs)
- Spokesperson training
- ‘Understanding Your Media’ presentations (regional, local)
- Media database development and maintenance
Our team works with clients to develop the messages they want to see in the media. When a news announcement is required, we write it in the style of our target media. When an in-depth feature is required, we work closely with key journalists. We are equipped to respond to the constant news cycle of the digital communication environment.
Ultimately, what we do for clients is to broker healthy and productive media relationships – ensuring that your key media consider you a credible communicator whose voice and opinion deserve to be heard.