<abstract xmlns="http://www.w3.org/1999/xhtml"><p>What do the relations between the PR industry and the media look like? Are they traditional media-source or pressure group relations from the PR side? What is the outcome of these relations and how do they affect journalism and news selection? This study, based on interviews with both sides, identifies a close and continuous, though mostly one-sided, contact, in which PR actors steadily provide journalists and editors with instrumental news angles with regard to news management. While the former claim that they often succeed in planting their promotional ideas in newspapers and programmes, the latter mostly deny such a claim. However, admitting that the PR sphere does constitute a skilful news producer, journalists relate that, in times of decreased editorial resources, they are dependent on material from outside sources. A mutually dependent, exchange relation can thus be seen as a summarized picture of the PR-media relationship.</p></abstract>

What do the relations between the PR industry and the media look like? Are they traditional media-source or pressure group relations from the PR side? What is the outcome of these relations and how do they affect journalism and news selection? This study, based on interviews with both sides, identifies a close and continuous, though mostly one-sided, contact, in which PR actors steadily provide journalists and editors with instrumental news angles with regard to news management. While the former claim that they often succeed in planting their promotional ideas in newspapers and programmes, the latter mostly deny such a claim. However, admitting that the PR sphere does constitute a skilful news producer, journalists relate that, in times of decreased editorial resources, they are dependent on material from outside sources. A mutually dependent, exchange relation can thus be seen as a summarized picture of the PR-media relationship.

PR and the Media

Ph.d., Professor, School of Humanities, Education and Social Sciences, Örebro University

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"subtitle":"A Collaborative Relationship?","article-title":"PR and the Media"}

What do the relations between the PR industry and the media look like? Are they traditional media-source or pressure group relations from the PR side? What is...

PR and the Media

Published Online: Feb 07, 2017

Page range: 131 - 147

DOI: https://doi.org/10.1515/nor-2017-0143

Keywords
public relations, media relations, PR-media, news management

© 2009 Larsåke Larsson, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

PR and the Media

Published Online: Feb 07, 2017

Page range: 131 - 147

DOI: https://doi.org/10.1515/nor-2017-0143

Keywordspublic relations, media relations, PR-media, news management

© 2009 Larsåke Larsson, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
public relations, media relations, PR-media, news management