Media isn’t just about reporting the news; it has the power to push businesses to change. Whether national headlines or local papers, media coverage can have a real influence, impacting everything from brand partnerships to stakeholder management.
1. Public accountability drives action
No company wants to be the headline for the wrong reasons. Working with Good Business Pays to deliver a twice-annual report on the companies with the best and worst payment performance, it was no surprise that when The Times caught wind, things started to change. In the piece, Coca-Cola UK was named as one of the businesses reporting slow payment terms. Quickly realised that ignoring the backlash wasn’t an option, the conglomerate made almost immediate changes to its payment terms for UK suppliers. This situation highlights the importance of crisis management and proactive corporate PR.
A company’s success isn’t just about selling, it’s also about trust. Suppliers, employees, and partners are all crucial, and if they’re treated unfairly the consequences can be dire. The media gives a voice to those affected, and the businesses that don’t listen risk reputational damage. Building and maintaining that trust requires a strong communications strategy.
2. Local media holds serious influence
It’s easy to focus on the national press, but local media has a unique influence. In places like Cornwall and the South West, people pay close attention to businesses in their area. If a company gains a bad reputation, the community won’t stay quiet, and word-of-mouth spreads like wildfire.
This is where PR comes in, not just for damage control, but also to shape a company’s reputation, before issues. Good PR isn’t just about scrambling when things go wrong; it’s about consistently building trust, connections and fostering positive community relations.
3. Handling bad press well can build trust
Bad press doesn’t have to break a business. If handled the right way, it can build consumer trust. Studies show that responding well to negative press can increase trust by up to 33%. Coca-Cola’s quick response didn’t just protect its reputation; it showed the company was willing to listen and adapt. And for smaller businesses, this kind of proactive approach to public relations can be even more impactful in building trust within their communities.
Small-town businesses, especially, should remember that media is more than just coverage, it shapes reputations. Studies found that 62% of consumers trust local news sources more than national sources, reinforcing how much influence local media has on businesses. Small businesses often find that building trust and a solid reputation in their community comes down to strong community relations. Because the media will report what it reports, but your response is what defines you. Handle it with transparency and integrity, and what seems like a setback can strengthen your reputation as well as increase customer loyalty.
1. https://www.pewresearch.org/journalism/2024/05/07/americans-changing-relationship-with-local-news