Review article
MEDIA RELATIONS – A PERSPECTIVE OF JOURNALISTS / JOURNALISM AND PUBLIC RELATIONS
Zoran Tomić
; University of Mostar, Faculty of Humanities and Social Sciences,
Ivan Tomić
; ProTomic Sport Zagreb, Four Four Two – London
Abstract
Media relations are one of the most important programmes of the public relations. Because of the element of publicity we frequently mix the terms media relations and public relations. Such a view is incomplete and incorrect. Media relations belong to the field of communication between an or- ganization and one of the most important participants, the media. As a part of such a cooperation, the PRs are in close communication with the journalists. The relationship is frequently tense and loaded with misunderstandings. On the other hand, it is possible to build correct relations that will be in the interest of the organzation and the media, and the public. The authors of the paper discuss the views and the perspective of journalists as well as PRs to those relations. Only a thorough insight into the complexity of these relations can build a bidirectional symmetric communication as a model of a successful communication between an organization and the media.
Keywords
public relations; media relations; journalist; journalism; media; communication.
Hrčak ID:
278768
URI
Publication date:
3.6.2022.
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