How to establish a good relationship with the news media

First, we must understand the importance of the media. The biggest feature of the media is that it can spread some information to many people at the same time, so as to establish contact with a large number of people or leave an impression at the same time, because the press is the representative of public opinion in the eyes of ordinary people and its status is relatively objective. Disseminate public relations through the media. It will even be more effective than the public relations staff of the organization or the enterprise itself to communicate directly with the public. A five-star hotel to be evaluated near the East Third Ring Road in Beijing has not received media attention since it opened in June, 1999. All the new local telephone books, communication reference books and even tourism enterprises have not included hotel entries. A friend of the author, Xiao Zhang, once contacted the public relations department of the hotel and wanted to send them a business opening message. However, both calls were rudely hung up by the other party. He only heard that Xiao Zhang was the editor of a magazine, but he didn't want to hear anything to say. He just replied curtly, "I'm busy, I'm sorry, that's all." The result of Xiao Zhang's good intentions is deeply touching. Perhaps the public relations manager is troubled by the advertising department of the media, or accused of one-sided reporting by the media, but in any case, as a hotel public relations manager, it is the sorrow of the hotel he represents to use his emotions to fight against the media. Second, we should correctly understand the media. As hotel public relations personnel, they can really recognize the importance of the media and regard it as an important way and means of publicity. However, it is unfair and mutually beneficial to treat the media as a tool too much and simply use it for charity. Some hotels' attitude towards the media is: ignore you if you don't use TOSIX-BOX tosix, and buy it if you use it. I'll waste you if I use it. The public relations lady of a hotel near Beijing airport is indifferent to the media. However, this Mid-Autumn Festival, a charity event was held, and children from orphanages were invited to the hotel for the holidays, and gifts such as tuition fees and stationery were also presented. For this righteous act, the public relations department prepared a press release and contacted the news media However, the media unanimously refused, saying that this is a soft-text propaganda of the hotel and cannot be published without paying. The public relations department had to give up, and his foreign manager was puzzled. Therefore, the cooperation between hotels and the media should be based on equality and mutual benefit, and everyone should support each other. If you simply treat each other as tools, you will "dig wells." It's no use. Third, be good at dealing with the media. The nature of journalism requires the media to make friends from all walks of life and establish communication links. Hotel public relations department can just use its identity as a hotel spokesperson or external liaison to keep in constant contact with editors and journalists, establish good working relations and harmonious interpersonal relationships, and ensure the smooth progress of publicity.