Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship

Understanding the relationship between public relations practitioners and journalists is of paramount importance to practicing effective media relations. This study explores that relationship using depth interviews and a survey 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.