کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
139477 | 162498 | 2009 | 10 صفحه PDF | دانلود رایگان |
The research presented here offers public relations practitioners and scholars insight about how health journalists (N = 598) view practitioners and evaluate the appropriateness of public relations materials by public relations source (e.g., nonprofit, government). Also assessed are differences in journalist perceptions according to medium (e.g., newspapers, magazines) and market (e.g., national, metropolitan). Rules theory guides the analysis, allowing practitioners to discern journalists’ general and specific rules for accepting publicity materials. Findings show that health journalists are least accepting of material from businesses and federal government agencies. Newspaper and freelance health journalists are more reluctant to use public relations materials than are other journalists.
Journal: Public Relations Review - Volume 35, Issue 1, March 2009, Pages 56–65