دانلود رایگان مقاله چشم اندازهای یک گروه ذینفع: دیدگاه های روزنامه نگاران شهروندان از متخصصان روابط عمومی و مواد آنها

abstract

Scholars have long studied the relationships between professional journalists and public relations practitioners. However, public relations literature (both scholarly and trade) has not sufficiently examined the nature of the relationships between citizen journalists and public relations practitioners. This study addresses that gap through surveying U.S. citizen journalists on their views of public relations professionals and their materials. Study findings point to ambivalence among citizen journalists: they are not sure of the value of public relations people or the usefulness of their material, but they voice a positive regard for public relations people the more they interact with them. These findings indicate that a more carefully considered outreach to citizen journalists can allow public relations practitioners to build better relationships with these non-traditional reporters and, therefore, enhance the opportunity for practitioners to be more effective conveying information within the online news ecology.

6. Discussion/conclusion

This study sought to understand how citizen journalists view relationships with public relations practitioners as well as the material they provide. Citizen journalists are unsure as to the utility of public relations material in improving the quality of their stories and the value of public relations people in helping them to generate or cover stories. The citizen journalists we surveyed indicated that they did not feel that public relations people have a strong influence on the way they choose to tell stories. In fact, despite avowed positive regard for public relations practitioners, citizen journalists also reveal some skepticism of public relations people, as 51% of citizen journalists either agreed or strongly agreed that public relations professionals manipulate information, while 7% disagreed or strongly disagreed with that statement.