Media Relations as a Strategic Instrument in Slovenian Companies

Autor:	Petra Vovk Škerl
Jazyk:	angličtina
Rok vydání:	2015
Předmět:	public relations media relations journalists media Slovenia
Zdroj:	Journal of Accounting and Management Volume V Issue 2
ISSN:	2459-5888 1848-137X
Popis:	Media relations, beign the most visible instrument of public relations, is a very important strategic tool of every company. Like every other relations, media relations also represent cooperation of two different sides, journalists and company representatives. In this article, we explore how these two groups cooperate: which instruments do media practitioners in Slovenia use in order to reach the media and which are the sources actually used by the journalists. The survey implemented among 65 journalists and 106 PR representatives in Slovenia showed that media relations tools used by the majority of companies are not the same as the sources of information most frequently used by journalists. Data was analyzed with SPSS.22. Managerial implications are introduced.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=od_______951::666639a6fb61a71bcb3d0d0a4c3c239a https://hrcak.srce.hr/file/226146 Zobrazit plný text záznamu