News Management in Public Relations refers to ensuring favourable news coverage and tracking present media trends to establish a company’s brand. The practice started in the 1950’s. News Management involves developing communications objectives that are custom made to suit a company’s needs. These objectives are consistent with a company’s goals. These goals could be financial growth or brand expansion. For most companies growth refers to an amalgamation of both quality and quantity.
A lot of companies look towards branding to increase their customer reach and retain existing customers. A company’s brand is seen as a mark of its credibility. The public depends on institutions like the media to advocate the credibility of companies whose goods and services use. The media holds a certain authority over the distribution of information.
Coverage in the News is different from advertising in many ways. Advertising is a paid means to get coverage where as PR focuses on creating content that is news worthy and relevant to provide information. Public Relations focuses on developing strategies that focuses on a prolonged process of relationship management.