Media Relations in a Changing Media Landscape: A Study of Interviews with Public Relations Practitioners
This thesis aims to discover the current state of dialogue between public relations practitioners and members of the media. At its core, media relations deals with the relationships between public relations practitioners and the journalists they frequently interact and hope to build relationships with. Technology changes rapidly, and so does the communication field, so an ongoing assessment of these dovetailing industries is necessary for the productivity of professionals in a digital and multimedia society. This research captures perspectives and experiences from public relations practitioners in agency and corporate environments alongside external, peer-reviewed research. It examines the contributing factors in how technology enhances, neutralizes or diminishes complex practitioner-journalist relationships.
public relations, journalism, social media, computer mediated communication, Public Relations and Advertising
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