Publication Type

Journal Article

Version

acceptedVersion

Publication Date

12-2009

Abstract

Purpose: The prevailing challenge faced by practitioners is to conduct effective media relations, especially with the proliferation of diverse media platforms both online and offline. For such a predominant and critical function, a systematic approach needs to be offered. This paper aims to address these issues. Design/methodology/approach: A new model is developed, drawing on insights from corporate communications and journalism literature. Findings: This model identifies two sets of influences that practitioners should seek to understand. The internal influences include journalist mindsets, journalist routines, and newsroom routines. The external influences include extra-media forces and media ideology. Research limitations/implications: At this juncture, it is not able to predict causalities among the influences. What this model is able to establish is the connections among the influences. Future research can address that. Practical implications: This model is instructive for new practitioners to view media relations as a holistic process rather than merely an information subsidy function. For seasoned practitioners, it serves to encourage them to re-evaluate their current strategies and to engage in strategic thinking on how to transform their current practices. Originality/value: The author has developed a new model called mediating the media that is meant to equip practitioners to conduct media relations in a systematic manner with the primary objective of winning the journalists over by the knowledge of their work and their profession. This may form the basis for an initial trail that takes media relations to the next level.

Keywords

Trust, Modelling, Information media, Corporate strategy, Corporate communications, Communication management

Discipline

Business and Corporate Communications | Journalism Studies | Public Relations and Advertising

Research Areas

Corporate Communication

Publication

Corporate Communications: An International Journal

Volume

15

Issue

2

First Page

192

Last Page

204

ISSN

1356-3289

Identifier

10.1108/13563281011037955

Publisher

Emerald

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1108/13563281011037955

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