ABSTRACT
When a company engages in proactive media relations, it not only responds to media inquiries but also seizes the initiative to convey its messages to the public. The goal of proactive media relations is to gain maximum control over the media so that organizational objectives, such as promoting its public issues agenda, can be achieved. Proactive media relations requires a company to take an aggressive, high-profile approach in dealing with the media. However, such a strategy often conflicts with a corporation’s deeply held preference to maintain a low profile with the media and with the public: It does not hold news conferences or send out news releases; instead it limits its activity to warily responding to telephone calls by journalists.
