Managing Media Relations in Peace and Conflict Situations: Strategies and Techniques

Abstract

The paper examines the strategies and techniques for managing media relations in peace and conflict situations. It sees media
relations as one of the key functions of public relations concerned with deliberate and calculated use of the media to tell an
organization's story. Given that the media consist of people who are well trained to use their skills to process information and
handle technology masterfully to transmit messages to the populace, they therefore constitute a strategic platform for
reaching out to diverse audiences. The study is anchored in the Transfer Process Model propounded by Frank Jefkins in 1988.
Secondary data drawn from books and articles were used to critically evaluate how the media can be leveraged as the window
to creating as well as revamping public perception. The paper holds that regardless of the level of game-changing benefits or
value any organization offers, if the audience or customers perceive otherwise, the organization and its products are doomed.
Thus, media relations programmes must be based on clear objectives, actionable milestones, timelines, definite budget, and
tracking system to achieve effectiveness and efficiency. It must not be practicsed as an ad-hoc or fire brigade strategy to
quench 'fire on the mountain' but must be a permanent structure in every organization handled by trained professionals to
avoid 'accidental discharges.' With the prevalence of fake news in the media landscape especially with the pervasive use of
social media, the paper recommends among other things that it is expedient for the military through their PR personnel to
provide the media with honest, truthful and accurate information especially during conflict situations.