media relations

When people define Media Relations as the practice of building mutually beneficial relations with the media, the definition is only vague and requires more explanation. Media Relations thus is the practice of building good relations between a brand and a media outlet. This means that an organization gets to liase with a journalist or reporter or editor, whom most of the time is affiliated to a certain media house to help develop and publish a good piece about your organization. The piece may be in form of a writing, documentary or even an audio that the person working from the media will create after studying the organization and understanding what they do. For Media Relations to be achieved, the piece must be presented to the old media which includes the newspapers, or the TV or the radio.

Media Relations is of importance in the following ways;

  • Builds Brand Awareness

Media Relations is a fundamental part of building and achieving brand awareness. Even though old media platforms may seem to have been taken over by the new media, people still regard the old media platforms as extremely reliable. This is because new media which are the social media platforms have been manipulated by con artists who may pose an organization which does not exist so that they are able to manipulate people who may approach them for service provision. It is not an easy thing to register an organization to the old media unless you reveal the right credentials and therefore people know it may be difficult for a con to advertise a non-existent organization in, say, a newspaper or TV.

  • Establish Credibility

Having a good journalist by your side is important because they will always try to give a good name for your organization. Journalists influence a large number of people and are believed to be trustworthy because these are people that handle matters communication that affect many audiences. Members of the public usually trust what journalists present to them because they are certain it has been verified and is credible.

  • Establish Media Relationships

When an organization gets fond of having constant communication with the media, the media regards them as family and therefore will always give un upper hand in the running of things. Say if you have a Press Release, they may decide to cover it at a cheaper price and for longer than they would for other organizations.

  • Helps control crises

During times of crises, there may be many different kinds of information making its way from members of the public to the journalist or media house. If there is a media personnel who knows the organization, they will refrain from posting the information that has reached them in order to give time to the organization to draft a good explanation to the situation that will not injure their reputation in the eyes of stakeholders or consumers.

Also, the journalist may advise how to handle the situation right because they have been in the practice for a while and know how best to settle a crisis because they have experience in so doing.

  • By Miriam Vanessa Otieno


The field of Artificial Intelligence  is expanding and growing at a speed Marketing firms and businesses seem not able to keep up with. Artificial intelligence and marketing can be used in many ways in the current era to improve the business environment and the returns on many facets of brands ,improving customer experience, service delivery, decision making and creating specially curated advertising for consumers.

Businesses not leveraging on artificial intelligence in their social media marketing are in for a big shock because their competitors will be having an edge over them because AI enables real time analysis of user experience and customer satisfaction. Artificial intelligence more robust compared to the use of human resource in marketing ,this is because artificial intelligence not only is able to track quantifiable data sets but also qualitative ones. This is an aspect that has eluded humans for a long time in the event of running marketing campaigns.

Where AI Is Applicable

Artificial intelligence is not only limited to marketing and social media management for businesses and brands. AI tools have been used expansively in many business sectors. Taking Netflix for instance, AI is being used to suggest shows that a viewer is more likely to enjoy. This arrived at when AI collects the users history  analyzes it and arrives at a conclusion on what the individual might love to see not only as a poster, but also the preview of the show or film. This has been a game changer for the company because of the Success it has had with the AI tools.

Selecting The Right AI Tool

Not all tools are able to bring the required results to a business. When deciding on the tool to use consider the following; the goals intended,the time available,the kind of results your business wants,the resources to be invested in the tool and also the platforms where the tool will be used to collect data and improve user experience.

The selection of a wrong AI tool can have huge consequences for a business, the tool can lead to poor targeting of user audience, this automatically will translate to poor Return on Investment for a business and this is a problem a brand must be prepared to avoid. To optimize the value of an AI tool, research is a first hand thing to do.

Optimizing The Benefits Of AI In Digital Marketing

First the business must select the right AI for the organization. This will ensure real time marketing decisions are made.

The tool chosen must be passed through rigorous testing to ensure it does not violate its boundaries like in user privacy and data collection, the curated Ads should not be made to look like an intrusion and the tool must meet the regulation and requirements of your government.

Using AI in digital marketing will ensure that fast decision making is implemented with real time data backing the decisions. This is not possible where humans are used as data collectors and analyzers because they work on a slower pace compared to AI.

AI is going to revolutionize how digital marketing is done and this is the perfect time for businesses and brands to ride on the wave!

  • By Edwin Mwema Ogeto