Maximizing Media Relations Through a Better Understanding of the Public Relations-Journalist Relationship: A Quantitative Analysis of Changes Over the Past 23 years

Understanding the relationship between public relations practitioners and journalistsis of paramount importance to practicing effective media relations. Using a similar study conducted by Kopenhaver, Martinson, & Ryan (1984) as a basis, this study explores that relationship using depth interviews (n=8) and a mail survey (n=221, 33% response rate) to gauge perceptions of the relationship for both journalists and public relations practitioners in the state of Florida. It concludes that there has been little change in the relationship between public relations practitioners and journalists over the past 17 years, and offers suggestions as to why that is the case. The study also found that managing expectations is a very important concept for public relations practitioners, both when dealing with clients and also when communicating with journalists and that effective relationships between the two professions can be achieved if there are reasonable expectations put into place. It further addresses current potential problems with the practice of media relations, including the “hitchhiker” concept (sending out blanket releases via email or other methods with the hope that it will be picked up by a media outlet), a lack of targeted media pitching and the future of the press release in public relations. It includes both implications for academics for future study, and also for practitioners of media relations to hopefully better their practice.