What Is a Media Relations Manager?

Media Director refers to professionals who are responsible for media resource integration, procurement, optimization, media relations, and client placement guidance.

Media manager

1. Participate in the organization and implementation of the company's advertising plan and expenses and budget;

2. Coordinate and guide the advertising, promotion, public relations and other work of agents in various places;

3.Regulation

1. Bachelor degree or above in marketing, journalism, management or related majors, at least two years of media work experience, able to complete work independently;

2. Familiar with the media market quotations and the operating procedures of various publicity and promotion methods, have excellent writing skills, and can maintain a good cooperative relationship with multiple media;

3. Cheerful personality, good at coordination and communication of interpersonal relationships;

4. Have certain media planning ability and understand various media release forms;

5. Have good teamwork, good professional ethics, and can work under pressure.

Introduction

The media relations manager is a very special role, he needs to reach both the top and the bottom of the company at the same time. On the one hand, the voice of the enterprise through the media must represent the company's core strategy and core brand positioning. Any small work is to not deviate from the ultimate goal. On the other hand, the media relations manager must also worry about the most subtle things, including the sales figures leaked in the press release, and the placement of the press conference speakers. This requires the media public relations manager to be "eye-savvy." Qualified media public relations managers must possess the following five aspects: first: strategic thinking; second: media literacy; third: overall planning ability; fourth: communication ability; fifth: detail control ability.

Strategic thinking

Strategic thinking is the number one requirement for media PR managers. The first job after the media PR manager takes office is to first understand the strategic direction of your company and the strategic thinking structure of the boss through various channels. This actually requires you to have the simplest thinking habits. The essence of the problem must be seen through various complex appearances. This can actually be explained by several consecutive questions. What is the business to do? What does the company already have? What else do you need to do? Is what the business is doing or is about to do necessary? In any case, learn to ask yourself these questions and then look at what you are doing. The strategic goals faced by any company at different stages are different. When entering a new market, you need to open awareness. After the business enters the mature stage, you need to establish the core positioning of products and services. When facing competition, you need to fully explain your product demand points in a short time. And increase sales. As a qualified media PR manager, you must always understand what your company needs at that stage? Then you can decide what kind of public relations method to use and what kind of public information to release. When necessary, you must follow or surpass your boss in strategic thinking. You have to know what a media PR manager means for a company and why your boss pays you. If it is just a press machine that obeys orders at any time, then your value will definitely be greatly reduced.

Media literacy

Media literacy generally refers to the knowledge, skills and abilities required to use and deconstruct media information. The concept of media literacy was first proposed by British scholars as early as the 1930s. British scholars first proposed that media literacy aims to further strengthen and enhance their awareness and ability to resist the "low-level satisfaction" of popular culture provided by the mass media by advocating media literacy education for the public, especially young people, and encourage students to recognize and resist The influence of the mass media to better protect the country's traditional cultural ideas and values. For a media public relations manager, media literacy refers to professional ability, how to use the power of traditional media to achieve the unique purpose of their own company. From the perspective of transmission and reception, evangelists refer to media practitioners, mainly news agencies, media managers and media communicators, that is, those engaged in the most basic editing, production, and broadcasting such as journalists, editors, directors, producers And front-line practitioners such as people and news anchors. The recipient is the social public, that is, the media audience. The audience is a group concept. The relationship between the sender and the receiver is cognitive interaction. As media public relations managers, they must understand the principle of media work. They earn their own survival and profit by selling a special commodity, the news. What the media PR manager has to do is to provide more news clues to the media staff through their special means in the process of collecting and producing news in order to obtain the by-products of their work results.

Overall ability

The overall planning ability of a media public relations manager not only refers to doing things, but also refers to how to coordinate managers. Basically it can be expressed that you must mobilize all the resources in the company to show to outsiders. Whether it is your after-sales service staff or the company's chairman. For a media public relations manager, you not only need to lead your subordinates, you must also direct the image and life of every key person in the company. Generally speaking, the objects in a company that need to be shared with the public or the media are the ones you need to manage. In normal times, what you need to care about is your company's presidential level personnel, human resources, finance, core business, and master of core technology. In special times, such as when a public relations crisis occurs, you also need to manage anyone who may face media questions. You must guide them properly for their appearance, answering questions, and mental state. And this requires extraordinary co-ordination. What really reflects the overall planning ability is in the process of large-scale public relations activities and crisis management.

Communication skills

Communication skills are, of course, manifested in all aspects of internal and external. Generally speaking, for a media public relations manager, in addition to the requirements faced by other professional managers, the most important performance is in two aspects: the communication with the company's top management and the media Communication of personnel. At this time, the ability to communicate does not reflect your ability to use words or the standard level of Mandarin, but more importantly, your ability to express your thoughts clearly. The core brand positioning of an enterprise is the most basic criterion for the work of media public relations managers, and the formation of this positioning also requires the participation of media public relations managers. Therefore, the media public relations manager must have the ability and courage to discuss with the boss, and must know the bargain. For the purpose of profit, a company will deviate from its core brand positioning in many cases. More often, the top leader of an enterprise will easily deviate himself or the company from the core positioning due to personal preferences. A person comes to drag him back, the job must be done by the PR media manager. For the media, they are misunderstood. In many cases, they are also intentionally misunderstood. Therefore, the voice of anyone in any enterprise may become the object of "intentional misinterpretation" by the media. So the job of a media PR manager is to express the fundamental point of view of the company in the least misunderstood language. Generally speaking, I'm opposed to the excessive use of language skills in communication by media managers, whether written or verbal. Because any technique may increase the chance of being misunderstood. You have to answer the simplest questions in the dumbest way. Never try to use the so-called "diplomatic rhetoric". That kind of result can only make yourself more embarrassed.

Control

Let's take a look at the process of a press conference. There will be no less than 200 subdivided links, from the selection of dates to the arrangement of parking spaces at the venue, from the list of media invitations to the bagging requirements of the conference materials, from the lighting control of the venue to the distribution of reporters' carriage fees Control, followed by the release of the manuscript after the meeting, the design of the collection of manuscripts, each work is testing the details of a qualified media public relations manager. For a media public relations manager, inadequate consideration of any detail will lead to the abandonment of all previous work. Fortunately, there is a way that can help, then quantify. Scheduling all the work through a quantitative approach can alleviate the oversight of media PR managers in most cases. It is generally believed that public relations work is difficult to quantify, but in fact, all the quantifiable content can be expressed numerically and the standard can be fully quantified to solve the problem.