Date of Completion

Spring 3-1-2017

Campus Location

Kennessaw

Document Type

Capstone

Director

Dr. Rita Bailey

Faculty Advisor

Dr. Justin Pettigrew

Abstract

This thesis aims to discover the current state of dialogue between public relations practitioners and members of the media. At its core, media relations deals with the relationships between public relations practitioners and the journalists they frequently interact and hope to build relationships with. Technology changes rapidly, and so does the communication field, so an ongoing assessment of these dovetailing industries is necessary for the productivity of professionals in a digital and multimedia society. This research captures perspectives and experiences from public relations practitioners in agency and corporate environments alongside external, peer-reviewed research. It examines the contributing factors in how technology enhances, neutralizes or diminishes complex practitioner-journalist relationships.

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