Strategies and Techniques for Building Relationships between Public Relations and the Media (2010)

Undergraduate: Erin Collums

Faculty Advisor: Craig Carroll
Department: Journalism & Mass Communication

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Success in the field of media relations hinges on the relationships build between public relations practitioners and the journalists they work with on a daily basis. Through the thematic analysis of interview transcripts with 167 public relations practitioners this study explores the strategies and techniques, as well as underlying principles, those practitioners use to develop such relationships with members of the media. Our research found that a majority of practitioners emphasized the importance of maintaining communication with members of the media. Specifically, by networking, staying connected and informed, as well as sending frequent updates, practitioners can enhance their relationships with the media to ensure long-term success and cooperation. Some practitioners also stated the importance of the attitude taken toward journalists and relationship-building in general, emphasizing the need to serve as a resource and make the journalists’ jobs easier. Several practitioners mentioned maintaining a reputation as a good writer as well as building partnerships with a public relations team and other third parties. Overall, this study stresses the critical nature of relationship-building between public relations practitioners and members of the media.