Media and public relations: cross perceptions and the role of media pitching
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Type of Workapplication/pdf
iv, 101 pages
DepartmentTowson University. Department of Mass Communication and Communication Studies
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The current study looked at the relationship between public relations and media professionals in regard to roles in news generation, professionalism and media pitching. Qualitative interviews were used to ask 14 professionals from both parties for their views on the other in terms of the above topics. Additionally, research sought to understand whether evaluations on news generation and professionalism affected media pitching evaluations. Previous studies on news generation, professionalism and media pitching set the groundwork for current research. Results showed that both professions broadly found media to have the larger effect on news generation, with public relations professionals being more split in the extent to which this was true. Both parties positively evaluated the professionalism of the other, and negatively evaluated media pitching. News generation proved to have an affect on media pitching evaluations, and interesting trends portrayed each party's focus to be on getting jobs done easily and effectively.