Original scientific paper
Media Relations as a Strategic Instrument in Slovenian Companies
Petra Vovk Škerl
; Faculty of Commercial and business Sciences, Celje, Slovenia
Abstract
Media relations, beign the most visible instrument of public relations, is a very important strategic tool of every company. Like every other relations, media relations also represent cooperation of two different sides, journalists and company representatives. In this article, we explore how these two groups cooperate: which instruments do media practitioners in Slovenia use in order to reach the media and which are the sources actually used by the journalists. The survey implemented among 65 journalists and 106 PR representatives in Slovenia showed that media relations tools used by the majority of companies are not the same as the sources of information most frequently used by journalists. Data was analyzed with SPSS.22. Managerial implications are introduced.
Keywords
public relations; media relations; journalists; media; Slovenia
Hrčak ID:
153502
URI
Publication date:
31.12.2015.
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