Full Text

Public Relations: Media Influence

Jan Kleinnijenhuis


Earning public understanding and acceptance through reports in the press is one of the oldest means–ends schemes in public relations (PR). Firms, governments, NGOs, and interest groups alike use the media to convey their message to their publics. Hence, media influence is a two-step process. Whether PR efforts lead to news items in the media depends on the relations of the company with the media and on the newsworthiness of the publicity efforts (→ Media Relations ; News Factors ; News Values ). Once the media have published the news, PR media influence can be understood through theories about → media effects (→ Exposure to Communication Content ; Information Processing ). PR media influence is a special field of media effects because of the involvement of stakeholders. Every actor who may affect the company or may be affected by the company is a stakeholder. Typical stakeholders are competitors, investors, financial analysts, interest groups, employees, and consumers. Stakeholders are not simply external publics outside the organization, but active players in the publicity arena themselves, who also invest in media relations. Stakeholders may serve as alternative sources for journalists who want to verify their facts or to present both sides of the argument ( Figure 1 , feedback loop 1). Stakeholders may also be located within the organization itself (feedback loop 2). Employees ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top