Question

Why is it important to build a reservoir of goodwill with the media?

1) The media will be less likely to publish a story about a crisis right away, opting to wait for your approval instead.
2) The media will be more likely to give the organization the benefit of the doubt in the event of a crisis.
3) The media will be more likely to advocate for your organization in the event of a crisis.
4) The media will be less likely to accuse the organization of being malicious or negligent in the event of a crisis.

Answer 1

Building goodwill with the media helps ensure an organization may be given the benefit of the doubt and more favorable coverage during crises, as the media has significant influence on public perception and can choose how issues are presented.

Step-by-step explanation:

Building a reservoir of goodwill with the media is crucial for organizations, especially in times of crisis. Historically, leaders have managed their relationship with the press to ensure positive coverage and to keep channels of communication open, as shown by Franklin D. Roosevelt and John F. Kennedy's interactions with journalists. The media's role as an agenda setter and its ability to shape public perception means that when an organization has previously established a positive rapport with media outlets, it may receive more beneficial coverage during crises. A strong relationship can lead to media outlets being more inclined to give an organization the benefit of the doubt, avoiding quick and potentially damaging reports, and being less likely to assume malice or negligence on the part of the organization.