Thato Ramafu
There is something fundamentally broken in the way many organisations continue to treat media. In rooms where the brand’s story depends on them the most, they’re often the least prioritised. And yet, long after the last guest leaves and the décor is packed away, it is the media that keeps the story alive.
I have seen this from both sides. I spent over two years working directly in newsrooms, attending events where media were sometimes treated as valued partners, and other times viewed as an inconvenience. I remember the corners we were pushed into, the lack of consideration, the dismissive tone, the sense of being an afterthought. It was, frankly, disheartening. Because no matter how dazzling the guest list or impressive the venue, nothing communicates to the public as the media does.
Fast forward four years, standing firmly in my role as a Public Relations Executive, one truth has only become sharper: media is not optional. The media is not outdated. Media is not a third wheel in the communication ecosystem. Media remains one of the most powerful, irreplaceable tools in brand positioning, and anyone working in communications must understand this with absolute clarity.
As PR professionals, information officers, corporate communicators, whatever the job title, we have a responsibility to advocate for the media. It is our duty to ensure our organisations understand that the journalists in the room are not merely attendees; they are carriers of our message to the world. They are the bridge between brand intention and public perception. And if you cannot treat the bridge with respect, how do you expect your message to safely cross over?
Your influencers, your VIPs, and your executives all matter. But the media? They should always be a priority. Because outside the walls of your event, beyond the applause and the speeches, it is the media that ensures your narrative lands where it needs to. They expand your reach, correct misconceptions, contextualise your impact, and call attention to your contributions. They amplify your work long after the spotlight is switched off.
Yet one of the most common gaps I continue to observe is not only poor media handling, but a lack of understanding of who the media truly are. Knowing your media goes far beyond comparing readership numbers or assuming one outlet is “smaller” or “less influential” than another. Every publication has a unique strength, its audience, tone, credibility, or influence within specific sectors. Effective PR means matching the right message with the right outlet, not simply chasing big numbers or familiar names. A campaign aimed at shifting consumer behaviour may not require the same media mix as one focused on policy change or corporate reputation. The nuance matters. The strategy matters.
This is why media handling is not a box-ticking exercise. It is a skill. A discipline. And for those who are unsure how to navigate it, this is precisely why specialists like myself and colleagues in the field exist. To guide, to advise, to train, and to help organisations build healthier, more effective, and more respectful relationships with the very people who hold their public narratives in their hands.
As 2025 comes to a close, I believe the industry must reflect honestly on how it treats its most essential partners. The future of communication is integrated, yes, but integrated does not mean media becomes secondary. It means the media becomes central within a broader, smarter, more intentional strategy.
For me, beyond serving clients and shaping brand stories, I stand proudly as a media advocate. Because I know, from lived experience, the power, value, and necessity of media in every story worth telling. And I will continue to push for a communication culture where media is not merely accommodated, but respected, understood, and prioritised.
It is time we do better. Our brands depend on it.
Summary
- And yet, long after the last guest leaves and the décor is packed away, it is the media that keeps the story alive.
- Because outside the walls of your event, beyond the applause and the speeches, it is the media that ensures your narrative lands where it needs to.
- Yet one of the most common gaps I continue to observe is not only poor media handling, but a lack of understanding of who the media truly are.
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