1.

0 INTRODUCTION

The concept "corporate communication" implies a management role that monitors and co-
ordinates the work carried out by communications practitioners in the different fields of
specialist disciplines, such as media relations, public affairs and internal
communication (Cornelissen, 2014:49). Accordingly, this research aims to evaluate learners’
understanding on the development of a media relations plan and its importance for an
organization.

With the change of digital media and social networking, media relation (MR) is also evolving.
Some investors and interest groups use social media to rally aid, coordinate forums and share
information on the sector, which will promote and tarnish the reputation of their company
(Floreddu, Cabiddu, & Evaristo, 2014). These individuals and groups are more likely to be
consumer watchdogs, survey journalists and opinion influencers in many ways (Jones,
Temperley & Lima, 2009). Companies no longer control exclusively messaging platforms
(Moran & Gossieaux, 2010). Messages appear to be extended beyond the target audience with
fast, immediate and multi-directional communication, making it difficult to trace attitudes or
changes and to monitor their potential impacts. This is demonstrated by the shift in financing
organizations from mass marketing initiatives to multi-pronged strategies using social
networking networks for advertising (Colliander and Dahlen, 2011).

Digital media relation requires an understanding of the tools used by stakeholders to influence
major decision making (Key, 2005). These tools include blogs, widgets, forums for discussion,
wikis, vlogs (video logs), podcasts, websites rating consumer products, chat rooms and social
network sites (Parsons, 2011). Blogs and social media have had a major impact on MR by
generating risks (for instance when BlackBerry is posting from an iPhone) and opportunities
(for example, the powerful influence of Starbucks), as well as by developing clear
communications channels between companies and their customers (Roshan, Warren, and Carr,
2016; Wright and Hinson, 2008).

Active Facebook interactions of stakeholders can predict the reputational score (Ji, Li, North,
& Liu, 2017) by giving positive or negative comments with a company. For corporate
communication strategists, it was therefore crucial that they build dialog loops that provide all
audiences useful information, use conversational forms of communication (Vernuccio, 2014)

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and create easy navigation interface returns to the company's website and regular updates are
provided (Pettigrew & Reber, 2010).

2.0 DEVELOPMENT OF COMPREHENSIVE MEDIA RELATIONS PLAN

2.1 Situational analysis for ASTRO
Situation analysis is a planning tool that needs both internal strengths and weaknesses, as well
as opportunities and threats from external sources, to be critically studied.

STRENGTHS
a. Strong brand awareness
Astro have highest traffic site with 28 million page views, and 7 million unique visitors (AMH
4QFY15). The top-of-mind brand amongst Malaysians.

b. Diverse business portfolio

Astro Malaysia Holdings Bhd. engages in the content, media, and entertainment businesses.
Astro have four core business which are the Astro TV, Astro Radio, Astro digital publication
and Astro advertising.

c. Government backing
Khazanah which are the government strategic investment fund department holding around
29.3% share of Astro. Therefore, the Malaysia government are protecting Astro TV.

d. Joint venture with Maxis (IPTV)

Astro joint venture with to co-develop and market both Astro's media content and Maxis’

networking solutions to Malaysian consumers. Maxis is offering Astro IPTV channels through

Maxis’ internet services. (Thum, 2012)

WEAKNESSES
a. Poor customer service
Most of the Astro subscribers have a bad experience with customer service and feel
disappointed with Astro.

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b. Poor brand reputation from customers
Astro TV associate with negative brand reputation because Astro keep repeating the same show
& movie again and again even they pay for premium package (Retrieved from Complaints
Board Astro). There is also a case of hidden charges without notifying the customers and during
bad weather, customer suffered broadcast failure and interruption to its service.

c. Content costs increase

Astro's content cost constantly increases from year 2012 until 2015 and if the content costs
increase significantly, this could negatively impact on Astro's earnings.

d. Astro depends heavily on TV subscription for revenue

According to Astro Annual Report 2015, 94% revenue of Astro are come from the TV
subscription.

OPPORTUNITIES
a. The demand for HD service are increasing
HD service have become really affordable and the picture quality is sharper than before. The
demand also increases since SONY launch blue-ray system

b. Increasing demand for live coverage of sport events

There is high demand to watch variety of sport shows in TV and customer wants to see a live
coverage of local and international sport. The more sport show available on Astro, the more
potential consumer will subscribe on Astro

c. Pay TV industry keeps growing

According the analysts Media Partners Asia (MPA) the Asia-Pacific pay-TV industry will grow
at a 6.6% average annual rate from 2014 to 2019

d. Household rising income

The rising incomes of the Malaysian household lead to strong purchasing power especially for
middle class. It could influence users to spend more on entertainment, branded channel and
lifestyle.

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THREATS
a. Increasing free live TV on internet
Users can watch movie or show in internet via YouTube, website and many more. It can be
threat to Astro because a lot of users are attracting to watch movie and show via internet for
free.

b. Intense competition
With the deregulation of government policy, there are more company getting a license and
enter the Paid-TV industry like HapyTV, ABN, DETV and so on. (Retrieved from SHRI
GANESH’s Blogger). The recent one is Mytv which is the collaboration between company
under Bukhari and RTM. The starting cost is only RM200 which is cheaper than Njoy and can
be a threat for Astro to maintain their customer base.

c. Tax changes
SST issue is one of the reason why the fee keep increase. It will weaken the customer
sentiments and the users are looking for other alternative to substitute the expensive Astro.

d. Pirate cable devices

Company from China named Xiaomi developed a new devices named Xiao Mi TV and Mi box
which are the small box devices which can connect to the internet and plug to television to
watch thousands of free HD movies and TV shows. (Retrieved from Xiao Mi Malaysia Official
webpage). So, the pirate cable device is threat for Astro.

2.2 Goal
To build and strengthen loyalty to Astro brands by providing excellent products and services.
So that, Astro will earn more profit and benefit.

2.3 Objectives
a. To make best use of its shareholders worth by means of increasing the size of its
business by devoting and providing new opportunities in the media production internationally
in order to get sustained growth in revenues with a view of early cash flow generation.

b. Currently search of the new ways to boost its contribution mostly in the under-
penetrated economies which would have an advantage from the estimated liberalization in the

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media production industries and has the fast phase in the customer increase section, especially
in case of the developing countries where the demand for media production is increasing at the
enormous rate.

c. Its own operational and monetary aims which are different in terms of diverse business
units which the organization is running in order to make sure that every business focusses and
works in order to achieve the major objectives and goal of the organization as a whole.

2.4 Target audience

The target customer in the TV segment is the Malaysian household with TV. Because we can
see that the numbers are rising year by year according to the graph in the Astro Annual Report
2018 below. The figure is 3884 from 2014 and the year 2018 is 5489. The graph line shows
the reader with an excellent reading.

Figure 1: financial year of TV household 2018

(Source: Astro annual report 2018)

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2.5 Strategy development
a. Introduce domestic video game streaming to consumers
In Malaysia, Astro has already a strong brand reputation, which also contributed to a good
annual cash production. For launch the video-play streaming experience, Astro should use the
cash surplus for affiliate with the world's leading console game abundance providers. The
software should have provided high value for the gaming experience together with other
popular video and music apps. For example Game Fly and LG collaboration.

b. Collaborate with Maxis by introducing more package of add on and reward

Maxis is the only robust network that provides redundant fiber connections and optional fiber
backups, although Astro has a powerful pay television brand. Astro should introduce more add-
on packages under Maxis and provide reward incentives as well. With growing family incomes,
this target market, particularly on their mobile, has been expected to spend more on
entertainment. Maxis may offer customers a certain amount of money, for instance, in
gigabytes or Astro-Maxis renewable energy points, to reward their customers. Later they can
use this product to resolve a coupon, film or any device for players. For example, Netflix and
Optus partnership.

c. Partnership with world leagues and held a pay-per0view events

A variety of shows on TV are highly demanded and customers want to watch local and
international sport live coverage. In some cases Astro can only broadcast the final or highlights,
due to certain regulation on international events. Astro would partner with the world's leagues
for the whole season and hold a pay-per-view show, such as UFC or boxing matches. Amazon
Fire TV and Fire TV Stick, for instance, are fully accessible to all UFC Pay Per View And App
broadcasts.

2.6 Key message and story angle development

Astro TV helps to increase the entertainment, reduce the boring day and boost the information.

2.7 Tactics
a. Cold call with a pitch to a reporter
A press pitch is a short letter, email or telephone call that provides a writer or publisher in a
news station, newspaper or magazine a news story. The aim of the introduction is to engage

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the story and determine whether the client is prepared to use it. Built a good relationships with
the industry reporters is a key component to our successful public relation campaign.

b. Posting on official social media such as Twitter and Facebook

Be active on social media especially Facebook and Twitter to reach the target audience and
assist us in meeting our goal. People nowadays are spent much more time on social media and
this is the best platform/medium to reach them.

2.8 Media list development

A media list is a data file providing names of journalists who write about our specialty or area
of expertise, blogs, authors, editors and power. Typically, the list includes the journalist's title,
age, email address, the newspaper name for which they are working and a reference to their
latest article.

STEP 1: FIND OUR AUDIENCE

For a comprehensive list of media, we first need to learn where they are living, which forums
and magazines they read, what videos they listen, which YouTube channels they are following,
and whom they follow on social media. So that, we will have a clearer picture of which
journalist to target. For Astro, the target audience is Malaysian household with TV.

So, in this case, we can create a spreadsheet with a list of potential story tiles and ideas that are
relevant to our business. For example, “Top Channel for Malaysian household”. After that,
find the relevant newspaper, magazine and blogs that cover the similar topics.

STEP 2: RESEARCH RELEVANT JOURNALISTS

The next move is to click on the first few pages of your search to find the names of journalists
and bloggers who write daily about your business, product or service. Those who write on
things that are associated with your post or report (or a topic story in the media with which you
somehow are related) are the most important.

STEP 3: MAKE A LIST TO TARGET JOURNALISTS

The following columns are listed in the Media List: the name of the publication, the website
reference, the journalist's name / blogger name, designation, e-mail, the subject connection and
a talk starting point.

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3.0 IMPORTANCE OF MEDIA RELATION PLAN
Media Relations involves the strategic use of media in the history of organizations. The process
is to identify a message and distribute it to the right media sources so that the target market can
be reached. The purpose is to distribute the goal of the organization to an audience outside the
company and to relay messages via the mass media. Therefore, media relations rest on a tripod:
the Organization (sender), the media (sender), and the target audience (receiver) (Bolaji
Okusaga, 2012).

a. Build positive reputation

While desirable to be an industry leader, it is crucial for products and companies in general to
build a positive reputation rather than individuals Media relations through a third party, i.e. the
media may do this by positive news reports. Creating a positive reputation could include reports
regarding good work of the business in the environment (click here on corporate social
responsibility ideas and corporate social responsibility importance), being a trustworthy
organization.

b. Increase brand awareness

This is distinct from a good reputation, since the awareness of a brand is more about products
and services of a business. Nevertheless, the need for media relations is no different when
helping to raise awareness of a product. Imagine how a blog post, or digital article on the best
“10 Valley Resorts”, or "Best 10 Daycare Centers in Phoenix" might be about your service or
product. These lists are connected to readers. For example, I can't tell you how many times I
have been hunting for some kind of "Top 10" ranking.

c. Measure brand awareness and reputation

Media relations are also an ideal way to measure the awareness and reputation of your
company. You may search the business, service or brand to determine the number of media
hits that have been received in the past. You will start watching these media hits grow after a
few months of strategic media relations.

d. Become an industry leader

You can obtain these positions through various media outlets if you are an expert in your field,
when publications discussing and reading a commentary on them increase awareness of your
mastership.

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4.0 SUGGESTION HOW OUM CAN LEVERAGE ON SOUND MEDIA
RELATION STRATEGY
Everything you advocate or to meet, there are factors to remember in the implementation of an
effective media relations plan that any public relations professional would consider:

a. Storytelling
As a PR specialist, the primary job is to find articles that closely relate to the newsagents and
the blogs, while ensuring that the core statements of companies are circulated and adequately
promoted. And this is just the start-ideally, once you head out, you will want to put in
everything that a journalist might need to find in their story. This involves work such as
competing and research in the industry, to give other examples in order to support your trend
and to provide data and other measures to support your position. Make it difficult for a
journalist to say no.

b. Being resourceful
You want to insure you are contacting the right reporter after you have established the perfect
story or pitch. You won't wish to sell this topic to anybody that just follows the food industry
if the new phone app is released. This may seem simple, but it is half war to know exactly what
the reporter you are thinking about is. When you give it to the wrong journalist the perfect pitch
bundled in an arch will not do anything to you.

c. Building relationship
People always talk of relationships in public relations. It's in the heading of excessive
screaming. But what is that in the social media and e-mail age?? You are on the right track to
create a decent relationship with a journalist by adopting the first two recommendations. It
builds trust to give journalists what they need and not flood them with e-mails. This is a key
part of the process. This also always means supporting a journalist in a report, not even when
one of the consumers is interested.

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5.0 CONCLUSION
The design and implementation of a media relations plan, like any other project, helps
marketing practitioners to recognize and take advantage of the most lucrative opportunities.
The study of target media and ideal marketing tools enable PR practitioners to attract a large
target audience.
(2693words)

REFERENCES

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Annual Report 2018 [Report] / auth. Astro Malaysia Holding Berhad. - Kuala Lumpur : All
Asia Broadcast Centre, 2018.

Cornelissen,Joep.(2014). Corporate Communication, A guide to theory and practice. London

ISAGE Publication Inc.

Colliander, J. & Dahlen, M. (2011). Following the fashionable friend: The power of social
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Floreddu, P. B., Cabiddu, F., & Evaristo, R. (2014). Inside your social media ring: How to
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Ji, Y. G., Li, C., North, M., & Liu, J. (2017). Staking reputation on stakeholders: How does
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Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of Web 2.0: The
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Key, R. (2005). How the PR profession can flourish in this new digital age: Why you must
challenge old PR models. Public Relations Tactics, 12(11), 18-19

Moran, E. & Gossieaux, F. (2010). Marketing in a hyper-social world: The tribalization of

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Pettigrew, J. E., & Reber, B. H. (2010). The new dynamic in corporate media relations: How
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Roshan, M., Warren, M., & CArr, R. (2016). Understanding the use of social media by
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Vernuccio, M. (2014). Communicating corporate brands through social media: An
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Wright, D. & Hinson, M. (2008). How blogs & social media are changing public relations &
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