What should be the goal of relations with news media personnel?

The goal of relations with news media personnel should primarily focus on presenting a good public image. This entails building and maintaining a positive reputation for the organization, ensuring that the public receives accurate and favorable information about its activities, values, and contributions. By establishing strong relationships with media representatives, organizations can effectively manage their public narrative and respond to any potential crises or misconceptions. This proactive approach not only fosters trust but also helps in communicating the organization’s mission and achievements to a wider audience, ultimately supporting its overall objectives.

While options like increasing sales and securing exclusive interviews can be relevant outcomes of effective media relations, they are not the central purpose. Distribution of company secrets not only undermines trust but also can lead to legal and ethical issues, making it a poor goal for media engagement.