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PR and the Media: A Collaborative Relationship?
Örebro University, School of Humanities, Education and Social Sciences.
2009 (English)In: Nordicom Review, ISSN 1403-1108, Vol. 30, no 1, 131-147 p.Article in journal (Refereed) Published
Abstract [en]

 

What do the relations between the PR industry and the media look like? Are they traditional media-source or pressure group relations from the PR side? What is the outcome of these relations and how do they affect journalism and news selection? This study, based on interviews with both sides, identifies a close and continuous, though mostly one-sided, contact, in which PR actors steadily provide journalists and editors with instrumental news angles with regard to news management. While the former claim that they often succeed in planting their promotional ideas in newspapers and programmes, the latter mostly deny such a claim. However, admitting that the PR sphere does constitute a skilful news producer, journalists relate that, in times of decreased editorial resources, they are dependent on material from outside sources. A mutually dependent, exchange relation can thus be seen as a summarized picture of the PR-media relationship.

Place, publisher, year, edition, pages
Göteborg: Nordicom , 2009. Vol. 30, no 1, 131-147 p.
Keyword [sv]
Journalistik Medier PR Public Relations Medierelationer
National Category
Media and Communications
Research subject
medie- och kommunikationsvetenskap
Identifiers
URN: urn:nbn:se:oru:diva-7032OAI: oai:DiVA.org:oru-7032DiVA: diva2:220380
Available from: 2009-06-01 Created: 2009-06-01 Last updated: 2010-06-11Bibliographically approved

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