Marrying the Functions: The Importance of Media Relations in Public Affairs Planning.

This article presents the importance of news media in the success of public affairs program. The role of media relations in a professionally organized grass roots lobbying program is not only smart in an era when Congressional representatives are more publicity prone and more responsive to district, but essential. Classic public policy issue campaigns repeal legislation which would have allowed withholding from individual savings accounts are often successful largely because a media relations component was built into the program from the beginning. Public affairs managers must educate CEOs and other top executives to the benefits of media relations as an integral component to the public policy campaign.