Media Relations

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By Jonathan Llanes

The Maryknoller

Thursday, August 28, 2014


WHY is media relations important for any institution or organization? Well, as we say in journalism, "It will make or unmake you!" And this is what I have learned in my two decades of being a broadcast journalist.

But why decide on writing about this? I just came from a media relations seminar by Cordillera’s Finest that focused on how our men in uniform should be prepared to handle the media.

Primarily, the number one rule for sources of information is to be prepared with their facts before facing the media.

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This was emphasized by representatives of the Public Information Office of the National headquarters since our men in uniform are at the forefront of events happening in and around us.

When I started my career as a radio reporter for station dzMM in 1996, my first assignment just like any other reporter was the graveyard shift of the police beat at QCPD Station 7 in the Kamuning district area.

One thing I learned is that before becoming a reporter, one must hone his skills on personality development, in other words, how I present myself to others.

Developing one’s personality is key as this will be the basis of trust and confidence between and among us.

And probably because I came from Baguio City, a special privilege was accorded to me as compared to my counterparts. This aside from getting to know the desk sergeant who was fortunately an Ilocano.

That desk sergeant always gave me stories in which my counterparts could not have access to, in other words, "SCOOP"!

But one thing good about this is that I and my former station recognize the importance of our men in uniform in maintaining peace and order on the ground.

And thus the importance for our field commanders to be ready at all times before facing the media. A slight misinformation will destroy the credibility of an organization.

Constant communication with the local constituents of our men in uniform is vital as this constitutes accessible coordination.
Our men in uniform must undergo media relations activities that will hone their skills in communications.

And to our Cordillera’s Finest, congratulations and continue to serve and protect our fellow Cordilleran's!

Published in the Sun.Star Baguio newspaper on August 29, 2014.

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