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- Title
Contemporary media relations: Potential of Twitter in mediating relationships between healthcare public relations practitioners and journalists.
- Authors
Bedi, Daljit Singh; Gordon, Averill
- Abstract
Public relations professionals and journalists have a complex and ambiguous relationship, characterised by both conflict and cooperation. However, a changing media landscape raises questions about how the new communication technology developments affect this 'love-hate' public relations practitioner-journalist relationship. This study examined how healthcare public relations practitioners and journalists in New Zealand view the complexity of Twitter in mediating health news as a part of the evolving practice of media relations. It used semi-structured interviews as a method of data collection. It used the transcribed text obtained from the interviews of 13 media professionals based in New Zealand for thematic content analysis. Of these, six were public relations practitioners involved in healthcare communication and seven health journalists. The study findings indicate that public relations practitioners and journalists understand and value media relations differently and do not share the same attitudes about their mutual relationships. They show that although there is an increasing influence of Twitter1 on the practice of both journalism and public relations, public relations practitioners and journalists do not engage with each other during media relations. The findings also show that both public relations practitioners and journalists do not view any impact of Twitter on media relations except for its help in building initial connections. However, the interviewees expressed that Twitter has the potential to build relationships with their counterparts, provided they engage regularly with them by sharing stories of mutual interest on Twitter.
- Subjects
X Corp.; PUBLIC relations personnel; PUBLIC relations; PRESS relations; JOURNALISTS; TELECOMMUNICATION; CITIZEN journalism
- Publication
Asia Pacific Public Relations Journal, 2023, Vol 25, p1
- ISSN
1440-4389
- Publication type
Article