Think Journalists Are Irrelevant To Corporate Affairs? Ignore Them At Your Peril!

BY ISAAC ASABOR*

In today’s information-driven world, businesses and organizations thrive not just on innovation and customer service but also on their ability to manage perceptions and communicate effectively with stakeholders. This is where journalists and the media at large play a pivotal role. Yet, some organizations underestimate or outrightly ignore the relevance of journalists in their corporate affairs activities, a decision that can prove to be costly in the long run.

Journalists act as a bridge between organizations and the public. They report on events, interpret information, and analyze trends, thereby shaping public opinion. When organizations strategically engage journalists, they gain a powerful ally in amplifying their messages, managing their reputation, and even navigating crises.

Corporate affairs activities often involve disseminating information about the organization’s operations, achievements, or challenges. Whether it is launching a new product, announcing a merger, or responding to a public relations crisis, journalists are instrumental in getting these messages to the right audience. Ignoring them or failing to engage properly can result in your organization’s story being untold or, worse, being told inaccurately by others.

At this juncture, not a few non-journalists may be scratching their heads thinking of how this article can be pooh-poohed by arguing that journalists do not matter to their organizations or companies. To such people, it is expedient in this context to educate and enlighten them by saying that Journalists amplify their organization’s or companies’ messages.

The reach and credibility of journalists cannot be overstated. Through their platforms, newspapers, online publications, radio, and television, they can help organizations communicate their values, objectives, and achievements to a broader audience. A well-written article or an insightful interview can generate awareness and attract new stakeholders to their brands.

Close to the foregoing is that journalists help organizations to build credibility. How?  Messages conveyed through journalists often carry more weight than self-published materials like press releases or social media posts. This is because the public tends to trust journalists for their perceived objectivity and commitment to factual reporting. By working with journalists, organizations can leverage this trust to enhance their credibility.

In a similar vein, journalists help organizations in carrying out crisis Management.   Crises are inevitable in the life of any organization. Whether it is a product recall, a financial scandal, or a public backlash, how an organization manages such events can make or break its reputation. Journalists can be valuable allies during crises, helping to convey an organization’s side of the story to the public and mitigating potential damage.

Regardless of how the relationship with journalists is achieved, through a press release, a press conference, a press kit, or even face-to-face, journalists usually exhibit a high degree of professionalism as against the engagement of social media influencers whose services some organizations are today subscribing to.

Without a doubt, the clarity of the relationship between organizations and professional journalists certainly leads to the efficiency of the measures taken to fight the crisis. Trained and professional journalists remain a fast way of communication between the organization and its audiences.

Again, journalists help organizations in shaping public perception.  For the sake of clarity, public perception is key to an organization’s success. Journalists, through their narratives and analyses, can significantly influence how the public views your organization. By proactively engaging with them, an organization can shape these narratives in a way that aligns with its corporate goals.

Also, journalists help organizations to drive social impact.  Organizations often engage in Corporate Social Responsibility (CSR) activities to give back to society. Journalists help publicize these initiatives, ensuring they reach the intended audience and contribute positively to the organization’s image.

Against the foregoing backdrop, it is expedient to sound a note of warning that there are pitfalls of ignoring journalists in any organization’s corporate affairs activities.

Some organizations choose to sideline journalists, either due to a lack of understanding of their role or because of a perception that the media is biased or unnecessary. However, this approach can backfire in several ways.

First and foremost, such an ill-advised or ignorant approach can lead to missed opportunities.   The foregoing can be understood from the perspective of the fact that without journalists, an organization can miss out on opportunities to reach potential customers, investors, and partners. This is an unpublicized achievement or milestone that is a wasted opportunity for growth and visibility.

In a similar vein, ignoring journalists in the course of executing an organization’s corporate affairs activities can engender uncontrolled narratives. For instance, when organizations fail to provide journalists with accurate and timely information, they leave room for speculation and misinformation. This can lead to narratives that may not align with the organization’s objectives or values.

Still in a similar vein, ignoring journalists in an organization’s corporate affairs activities can lead to reputation risks.   In the absence of a strong media strategy, an organization becomes vulnerable to negative press. A single unfavourable story can quickly snowball into a full-blown PR crisis, especially in the age of social media, where news spreads rapidly.

Not only that, an organization can pay dearly for failing to involve journalists in the execution of its public relations or corporate affairs plans by losing its competitive edge.  On the other hand, organizations that engage journalists effectively often have an edge over competitors who do not. By ignoring journalists, an organization may inadvertently give its competitors the upper hand in influencing public opinion and capturing market share.

You may have asked, “How can journalists an organization effectively engage journalists?”

To reap the benefits of working with journalists, organizations need to adopt a proactive and strategic approach. Therefore, it is expedient to opine that some best practices cut across building relationships, being transparent and accessible, providing timely and accurate information, respecting the independence which journalists collectively hold and leveraging digital tools.

Against the backdrop of the foregoing proactive and strategic approaches, it is expedient in this context to briefly state that relationships with journalists should be nurtured over time. This can be achieved by attending media events, inviting journalists to the organization’s activities, and providing them with valuable information. Building rapport with journalists ensures that they view an organization as a reliable source.

Transparency fosters trust. Thus, corporate affairs managers in organizations should be open about their organization’s activities, and ensure that journalists can easily access relevant information. To meet the foregoing expectations from journalists, any given organization should designate a media liaison or public relations officer to facilitate smooth communication.

Most importantly, it is germane to contextually note that journalists work under tight deadlines. Therefore, providing them with timely, accurate, and well-structured information not only helps them do their job better but also ensures that your message is conveyed accurately.

While it is important to engage with journalists, corporate affairs managers or staff should avoid trying to influence or dictate their work. It is expedient to respect their independence and integrity, as this is what makes their reporting credible.

Besides, in the digital age, journalists often source stories from social media and online platforms. Therefore, corporate affairs managers should ensure that their organizations maintain a strong online presence and provide shareable content that journalists can use.

Looking at real-life examples in this context, there is no denying the fact that several organizations have reaped the benefits of engaging journalists effectively. For instance, during the COVID-19 pandemic, companies in the healthcare and technology sectors that collaborated with journalists to highlight their contributions gained public trust and increased their market value. On the other hand, companies that ignored journalists during crises faced prolonged negative publicity, affecting their reputation and bottom line.

In Nigeria, the role of journalists in shaping corporate narratives cannot be overlooked. From covering significant mergers in the banking sector to exposing unethical practices in various industries, journalists have been at the forefront of holding organizations accountable while also celebrating their successes.

The media landscape may be evolving, but the relevance of journalists remains constant. They are indispensable partners in various organizations’ corporate affairs activities, offering a platform to amplify their messages, build credibility, and manage perceptions. This is as ignoring them is akin to silencing an organization’s voice in the public sphere.

So, if you think journalists are not relevant, then by all means, ignore them. But remember, the void created by your silence will be filled by others, sometimes with narratives that could do more harm than good. Engage them, build relationships, and let them tell your story. In the ever-competitive world of business and organizational management, your survival might just depend on it.