ABSTRACT

Stock exchange-listed companies are in the public arena, making them objects of public interest to the media, with the consequence that there are benefits for companies if they reach an understanding of how to engage effectively with the media. The media that covers business news is extensive, across TV, radio, newspapers, magazines and online outlets. For listed companies the stakes are high, since media coverage can influence reputation and stock price. Consequently, dealing with the media can be a minefield for companies or it can deliver significant understanding of the corporate story, which in turn can lower the cost of capital and have a positive effect on stock price. Creating a media profile requires management, involving distribution of stock exchange announcements, news flow on achievements and journalist contact to achieve media coverage. While there are many texts that provide advice on dealing with the media, there are special considerations for a stock exchange-listed company that govern how and when news is released. The media marketplace can be daunting for some CEOs and, while it is also competitive to achieve coverage, it offers significant opportunity for reaching out to potential investors. Since there is value for companies in being in the media, the focus here is to discern a road map through the media minefield to deliver that value.