MEDIA RELATIONS IN MULTINATIONAL CORPORATIONS FOR PROMOTING GLOBAL PARTNERSHIPS (SDG 17)

Abstract

This paper will discuss how media relations not only can act as an instrument of strategic corporate communications since the 201502020 schedule under Sustainable Development Goal 17 (SDG 17) specifically recommends media relations as a promotional tool of multinational partnerships, but also how global partnerships equates to international marketing. This paper considers the importance of media relations in leadership of global corporate in the context of multinational corporations (MNCs) as a promotional tool in Sustainable Development Goal 17 (SDG 17 The study brings out the role that traditional and online media can play in helping corporations to improve their visibility, create credibility, and build on the level of trust they have with various stakeholders who include governments, NGOs, and local communities. Based on the results of the literature, it is evident that the role of media relations goes beyond the concept of publicity to include accountability mechanisms, transparency and multi-stakholder contracting. The media is first located as the intermediate, however, they manipulate the perception of the population and impact the collaboration on the international level. The analysis highlights that even though online platforms have provided chances to interact with any person around the world in real time, they have also subjected companies to various threats including misinformation and image issues. In general, both the literature review and the presented study find that media relations are essential to empower the legitimacy of multinational corporations in the role of the global partners to improve the speed of achieving SDG 17.