Media opportunities for MPR take many forms. Discuss at length the most conspicuous of these forms

Question

What will be an ideal response?

Answer 1

The most conspicuous media opportunities for MPR activities take the form of editorials, expert articles, cases, events, and interviews. All of these outlets for communication should be used to support a firm's marketing objectives by building excitement and creating news around a product, building relationships between brands and customers, influencing audiences and giving consumers a reason to buy.

Editorials and op-eds are opinion pieces in newspapers, which experts fluent in a subject can produce in order to educate audiences on about a particular issue. The editorial or op-ed must be analytical in nature and not merely a disguised sales message.

Expert articles are articles that experts within organizations prepare for magazines, newspapers and online publications. Media seek out such articles because they are of interest to their readership. Expert articles contribute to the credibility of the expert, while simultaneously casting his or her organization in a positive light and possibly generating further media mentions and word-of-mouth.

Case studies are typically designed in a problem-solution format that features a firm or a firm's product. Cases can be written either by an organization itself or a journalist working for a media outlet. Case studies in print publications are liable to be picked up by the broadcast media if the product or solution presented is of interest to a broadcaster's audiences.

Organizations use events to stimulate media coverage and word-of-mouth communication. Events are attractive to media especially when their audiences are somehow involved in the activity or when the event is generating excitement around a celebrity or brand that the outlet's audiences respond to positively. For the media, an event can enhance an outlet's relationship with its audiences, which, in turn, benefits the outlet's advertising sponsors.

Interviews appear across all media formats, including online. In fact, the media rely very heavily on interviews to build news stories. While reporters regularly scout for subjects to interview, MPR professionals need to be proactive in connecting journalists to opportunities to interview their organization's thought leaders.