International Journal of Humanities & Social Science: Insights & Transformations Vol. 2, Issue 2 - 2017 © Eureka Journals 2017. All Rights Reserved. www.eurekajournals.com THE NEED FOR EFFECTIVE MEDIA RELATIONS MANAGEMENT IN COMPANIES NJAH BASSEY ETTA * ABSTRACT The changes that occurred as a result of the industrial revolution has caused business organizations to amend their former (laissez faire) way of doing business to a more active one. This is unconnected with howother business organizations constantly strive to outdo and dominate others in the marketplace. Those who know the power of the media have placed communication at the centre of their business activities by establishing and sustaining good relationships with media practitioners. Thus, the emergence of media relations. This paper aims to ascertain the need for effective media relations management in companies and the benefits attached. Relevant literatures related to the subject matter have been reviewed, presenting the need for organizations to establish a mutual relation with media outlets.The media dependency theory lends support to this research. It should be noted that without realistic, periodic practice, even the best crisis media relations plan will fall short. KEYWORDS: Companies, Management, Media Relations. INTRODUCTION The changes that have occurred in the world since the beginning of the industrial revolution have forced many business industries to evolve from the simple laissez faire way of doing business to a more active and participatory one. It has become even more difficult and complicated to do business because of the enormous competitions facing many business outfits. This trend does not relate to a particular location as its impact has assumed a global dimension. Some companies have forcefully shifted their priorities from only maximizing profits, to simple daily survival. This survival is tied more to business communication than to mere marketing strategies. Effective communication has become the most crucial component in negotiations aimed at ensuring the survival as well as achievement of organization’s goals and objectives. It helps to foster a good working relationship between the management and staff, which can improve their morale and efficiency. The old way of doing business has completely improved. Communication has been placed at the centre of all business activities. Daubert (1974) has submitted that there are multitude of cause for the changes and their multiplying effects. There are also many different ways of looking at the causes. But higher expectations has led to a more selective public. * Department of Mass Communication, Cross River University of Technology, P.M.B. 1123,Calabar, Cross River States, Nigeria. Correspondence E-mail Id: editor@eurekajournals.com