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Media relations and strategic communications

A newsroom needs a story, not a request.

Media relations on economic policy topics, coordinated with the political work rather than separated from it.

What it is about

Going through the public is sometimes the shortest route in a political process and sometimes the surest way to end a conversation.

Putting a topic in the media while negotiation in the ministry is still running risks the other side committing publicly. After that movement is expensive because it would read as defeat. The sequence of conversation and publicity is therefore a strategic decision, not an operational one.

When publicity is the right instrument the craft rules apply: a story with news value, robust figures, a face standing behind it and availability for follow-up questions. A release without those four produces no coverage, just an archive entry.

The points that decide

  • Sequence

    First establish whether publicity ends the conversation or opens it.

  • Substance

    News value comes from figures, not adjectives.

  • Availability

    Anyone not answering follow-up questions is absent from the next piece.

  • Trade media

    On regulatory topics decision-makers read trade media, not tabloids.

How we work on it

  • High-Level Strategy & Campaigning

    A business strategy becomes a communications programme that reaches its goals faster.

  • Stakeholder & Network

    Simply "knowing" people adds nothing. Robust relationships of trust with decision-makers do.

  • Professional Analysis & Monitoring

    Curated monitoring of initiatives, draft legislation and public debate - assessed against your business goals.

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Frequently asked

When does escalating to the media make sense?

When the conversation is demonstrably blocked, your position is evidenced and a broader public has a comprehensible interest in the issue. If one of those three is missing, escalation harms your own case more than the other side.

How does media work relate to public affairs?

As part of it, not as a parallel operation. When communications and political work run separately they contradict each other sooner or later, and in Vienna that contradiction is noticed within days.

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