Strategic integration of media and public relations to address communication barriers in organizational reputation management
1 Launchforth Group of Schools, Matogun, Lagos, Nigeria.
2 Independent Researcher, Bloomfield, NJ, USA.
3 S. C. C. Nigeria Limited.
4 Kennesaw State University, USA.
Review
Open Access Research Journal of Multidisciplinary Studies, 2023, 06(01), 076-085.
Article DOI: 10.53022/oarjms.2023.6.1.0035
Publication history:
Received on 11 August 2023; revised on 21 September 2023; accepted on 24 September 2023
Abstract:
In the dynamic landscape of organizational operations, effective communication is a cornerstone for fostering stakeholder trust and maintaining a positive reputation. However, communication barriers—ranging from cultural and linguistic differences to misinformation and technological disparities—can impede the seamless flow of information, jeopardizing an organization’s reputation. This study explores the strategic integration of media and public relations (PR) as a unified approach to overcome these barriers and enhance organizational reputation management. By leveraging media platforms for widespread dissemination and utilizing PR strategies to foster authentic stakeholder engagement, organizations can create cohesive narratives that align with their values and objectives. The paper examines key components of this integration, including the role of digital transformation in media practices, the importance of cultural sensitivity in messaging, and the application of crisis communication strategies. It highlights case studies where the synergistic use of media and PR effectively mitigated communication challenges and restored organizational credibility during crises. Furthermore, the study investigates how emerging technologies such as artificial intelligence (AI) and data analytics are reshaping media and PR practices, enabling real-time monitoring and adaptive communication strategies. Findings reveal that organizations adopting an integrated media-PR framework achieve higher stakeholder trust, improved message clarity, and resilience in reputation management. The study concludes with recommendations for organizations to invest in cross-functional teams, continuous training, and technology adoption to enhance their communication strategies. By addressing communication barriers proactively, organizations can strengthen their reputational capital, ensuring long-term success in a competitive and rapidly evolving global environment.
Keywords:
Media Relations; Public Relations; Organizational; Communication Barriers; Reputation Crisis
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0