Maximizing Media Relations Through a Better Understanding of the Public Relations-Journalist Relationship: A Quantitative Analysis of Changes Over the Past 23 years
Understanding the relationship between public relations practitioners and journalistsis of paramount importance to practicing effective media relations. Using a similar study conducted by Kopenhaver, Martinson, & Ryan (1984) as a basis, this study explores that relationship using depth interv...
Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
Insitute for Public Relations
2009-09-01
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Series: | Public Relations Journal |
Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/Maximizing-Media-Relations.pdf |
Summary: | Understanding the relationship between public relations practitioners and
journalistsis of paramount importance to practicing effective media relations. Using a
similar study conducted by Kopenhaver, Martinson, & Ryan (1984) as a basis, this study
explores that relationship using depth interviews (n=8) and a mail survey (n=221, 33%
response rate) to gauge perceptions of the relationship for both journalists and public
relations practitioners in the state of Florida. It concludes that there has been little
change in the relationship between public relations practitioners and journalists over the
past 17 years, and offers suggestions as to why that is the case. The study also found
that managing expectations is a very important concept for public relations practitioners,
both when dealing with clients and also when communicating with journalists and that
effective relationships between the two professions can be achieved if there are
reasonable expectations put into place. It further addresses current potential problems
with the practice of media relations, including the “hitchhiker” concept (sending out
blanket releases via email or other methods with the hope that it will be picked up by a
media outlet), a lack of targeted media pitching and the future of the press release in
public relations. It includes both implications for academics for future study, and also for
practitioners of media relations to hopefully better their practice. |
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ISSN: | 1942-4604 1942-4604 |