PR 660 Lecture Notes - Lecture 33: Skill

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

Building a theoretical model of media relations using framing. Nonpractitioners see media and press relations as the only function of pr. There is a long history of the practitioner being seen as a press agent and mouthpiece who tells only a good story about an organization. Media relations is an important tool in the skillset of a pr practitioner. Surprisingly, when searching media relations in a database of academic research over the past. When press relations was searched, it only came up as cited in 8 articles and 6 of those articles referred to the relationship between the press and governmental organizations. However, despite what it may seem, research has been done in pr"s effect on media coverage of issues, events, and organizations. This does mean, though, that this information is hard to find if you"re looking for theories/models that talk about the practice of media relations.