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Exploring the development of an organizational approach to media relationships
- Source :
-
Public Relations Review . Mar2007, Vol. 33 Issue 1, p96-98. 3p. - Publication Year :
- 2007
-
Abstract
- Abstract: Using semi-structured, qualitative interviews with practitioners, this study explored an organizational approach to media relations. Interviewees provided insight as to how organizations and their media relations practitioners integrated principles of excellent public relations and principles of relationship management with principles of traditional practitioner–journalist relationships. Results indicated that the practice of media relations can be viewed as a theory-based organizational commitment at the meso-level, and not merely as an atheoretical practitioner skill at the micro-level. [Copyright &y& Elsevier]
- Subjects :
- *PUBLIC relations
*JOURNALISTS
*COMMUNICATION
*INTERVIEWING
Subjects
Details
- Language :
- English
- ISSN :
- 03638111
- Volume :
- 33
- Issue :
- 1
- Database :
- Academic Search Index
- Journal :
- Public Relations Review
- Publication Type :
- Academic Journal
- Accession number :
- 24139670
- Full Text :
- https://doi.org/10.1016/j.pubrev.2006.11.019