Back to Search
Start Over
Agenda building role of news releases in corporate takeovers
- Source :
- Public Relations Review. 21:89-101
- Publication Year :
- 1995
- Publisher :
- Elsevier BV, 1995.
-
Abstract
- This study examines how particular characteristics of news releases influence the media's news decisions. The hostile takeover attempt by Tustin, California-based MAI/Basic Four (MBF) to acquire a controlling interest in Natick, Massachusetts-based Prime Computer provides an arena in which to study journalists' use of companies' press releases. In order to measure the effectiveness of each company's press releases, the study, using an agenda setting framework, considered the number and types of press releases against subsequent press clippings in terms of length and content. Both quantity (number of column lines and average articles per company) and quality (lead and point of view) of newspaper coverage were examined. Supplementary explanatory information was also developed through interviews with the reporters who wrote the newspaper stories.
- Subjects :
- Marketing
Organizational Behavior and Human Resource Management
Point (typography)
Higher education
business.industry
Communication
media_common.quotation_subject
Advertising
Public relations
Newspaper
Order (business)
Content analysis
Political science
Journalism
Quality (business)
business
News media
media_common
Subjects
Details
- ISSN :
- 03638111
- Volume :
- 21
- Database :
- OpenAIRE
- Journal :
- Public Relations Review
- Accession number :
- edsair.doi...........3376a58fa80db545cba05511299a333e