A media relations study focused on the establishment and change over time of work relationships. (2010)

Undergraduates: Emily Heyman, Sun Young Lee

Faculty Advisor: Craig Carroll
Department: Journalism & Mass Communication

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This media relations study focused on the subject matter of relationships between public relations professionals and journalists. The question explicitly asked, “How did you go about establishing a relationship with journalists? What has changed over time about the way you work with journalists?” The method of this study was analysis of interview transcripts with 167 PR professionals.

The first part of the question received a variety of responses, with the majority of the responses focusing on aspects the PR professional is responsible for in establishing the relationship. For example, the PR professionals advised that it is important to build the relationship and maintain it over time. More specifically, the PR professional should work to be relative and personal as well as poignant and interactive. The general consensus of the professional is that it is up to the pr professional to establish the relationship and treat it like a real relationship, beyond work.

The main emerging theme of the second part of the question was that the relationship has changed over time due to improved technology. Technology has altered the way to communicate and interact. It has also altered the content journalists are looking for and the time frame in which they need information. Beyond technology, the relationship also adapts based on one’s experience. Out of all the responses, only one believed that there was no change over time in working with journalists.