“Framing Britney Spears”: The Importance of Media Relations

Published on February 23, 2021, at 7:02 p.m. 
by Kris Scott.

“Britney’s Fury,” “Britney’s Meltdown,” “Britney in Crisis,” “Britney Hits Rock Bottom,” “Britney: Out of Control”: These are just a few headlines that have plagued Britney Spears’ life.

“Framing Britney Spears” is an investigative docuseries produced by The New York Times. The series explores Spears’ iconic rise to fame, her celebrity status within American culture and the ongoing conservatorship battle with her father, which has resulted in the fan-led #FreeBritney movement.

Throughout the documentary, Spears is harassed and abused by paparazzi, tabloid newspapers, news outlets and late-night television programs. At one point, the game show “Family Feud” hops on the “bash Britney” train, asking contestants to list things that she has lost in the past year — “her husband,” “her hair,” “respect/dignity” and “her mind.”

As evident from “Framing Britney Spears,” the media possesses a significant influence on modern culture. Specifically, the media can define and dictate issues of importance.

Media relations refers to the mutually beneficial relationships between media outlets and public relations professionals. In a world where audiences’ trust in traditional forms of advertising and promotional efforts have dwindled, mass media has become increasingly prevalent as the preferred form of communication among consumers.

Below are three benefits of media relations every PR professional should be aware of.

“Scream & Shout”
Media relations can help increase an organization’s awareness among its target audiences. By securing positive coverage from a trusted media outlet, PR professionals can gain access to increased coverage involving their organizations’ goals, objectives or services. As a result of this increased awareness, your organization will experience growth both internally and externally.

“Gimme More”
Just as PR professionals create and maintain mutually beneficial relationships with their audiences, they need to do so with media outlets. Disseminating information from your organization to its target audience is a pivotal component of public relations. Although relaying information can sometimes be expensive, utilizing ongoing relationships with media outlets is one of the most cost-effective ways of securing press coverage. In using the media as a promotional tool, your organization is able to convey information at a faster and more efficient rate.

“Toxic”
While the goal should always be to avert crises, sometimes they happen in the unlikeliest of times. If a crisis does occur, it’s important that your organization remains transparent with its audiences. Misunderstandings are detrimental because they damage an organization’s image and reputation — especially during a crisis. Capitalizing on existing relationships with media outlets can increase your organization’s odds of controlling any misconceptions.

Although this isn’t an exhaustive list of benefits, it does provide insight into why media relations is an important aspect of public relations. “Framing Britney Spears” is indicative of the power mass media possesses. Because Spears’ team failed to capitalize on this power, she was, and currently is, viewed as a “hot mess” in American culture. Simply put, better media relations would have led to more positive coverage of Spears by the media.

Whether you’re an institutional, governmental or nonprofit organization, recognizing the importance of media relations can be the difference between success or failure.