Media relations: powerful tools for achieving service quality

Two common documents used by management teams in community relations programs aimed at promotion of service quality are news releases (press releases) and pitch letters. News releases make announcements about the organization; whereas, pitch letters seek media coverage for activities of the organization. Another important function in management teams’ public relations efforts is the preparation of corporate annual reports. Also, the advertising activities of an organization contribute greatly to the community image of that organization. Management teams must be aware that news releases, pitch letters, corporate annual reports, and advertisements are vital to their organization’s community image and to the promotion of service quality. This article presents a detailed, “how‐to” examination of these aspects of media relations as tools for management teams in achieving service quality.