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Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship Dustin W

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Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship Dustin W University of Miami Scholarly Repository Open Access Dissertations Electronic Theses and Dissertations 2008-08-05 Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship Dustin W. Supa University of Miami, [email protected] Recommended Citation Supa, Dustin W., "Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship" (2008). Open Access Dissertations. Paper 144. http://scholarlyrepository.miami.edu/oa_dissertations/144 This Open access is brought to you for free and open access by the Electronic Theses and Dissertations at Scholarly Repository. It has been accepted for inclusion in Open Access Dissertations by an authorized administrator of Scholarly Repository. For more information, please contact [email protected]. UNIVERSITY OF MIAMI MAXIMIZING MEDIA RELATIONS THROUGH A BETTER UNDERSTANDING OF THE PUBLIC RELATIONS PRACTITIONER – JOURNALIST RELATIONSHIP By Dustin W. Supa A DISSERTATION Submitted to the Faculty of the University of Miami in partial fulfillment of the requirements for the degree of Doctor of Philosophy Coral Gables, Florida August 2008 UNIVERSITY OF MIAMI A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy MAXIMIZING MEDIA RELATIONS THROUGH A BETTER UNDERSTANDING OF THE PUBLIC RELATIONS PRACTITIONER – JOURNALIST RELATIONSHIP Dustin W. Supa Approved: ________________ _________________ Dr. Lynn M. Zoch Dr. Terri A. Scandura Associate Professor of Communication Dean of the Graduate School University of South Carolina ________________ _________________ Dr. Robert S. Hosmon Dr. Donn J. Tilson Vice Dean for Advancement and External Affairs Associate Professor School of Communication School of Communication ________________ Dr. Diane M. Millette Associate Professor School of Communication SUPA, DUSTIN W. (Ph.D., Communication) (August 2008) Maximizing Media Relations through a Better Understanding of the Public Relations Practitioner – Journalist Relationship Abstract of a dissertation at the University of Miami. Dissertation supervised by Professor Lynn M. Zoch. No. of pages in text. (110) Understanding the relationship between public relations practitioners and journalists is of paramount importance to practicing effective media relations. This study explores that relationship using depth interviews and a survey to gauge perceptions of the relationship for both journalists and public relations practitioners in the state of Florida. It concludes that there has been little change in the relationship between public relations practitioners and journalists over the past 17 years, and offers suggestions as to why that is the case. TABLE OF CONTENTS Page LIST OF FIGURES ..................................................................................................... v Chapter 1 INTRODUCTION .............................……………………… 1 2 LITERATURE REVIEW ........................………………….. 8 What makes something worthy of being called news? ……. 17 The public relations – journalist relationship ………............ 20 Research Questions ................................................………… 27 3 METHODS ............................................................................ 29 Depth Interviews.................................................................... 30 Survey Instrument.................................................................. 31 Question Reliability................................................................ 32 Generation of Survey Sample.........................................…… 33 Institutional Review Board Approval ………........................ 33 Data Collection....................................................................... 34 Interview Data Analysis......................................................... 34 Analysis of Survey Data.............................................……… 35 4 RESULTS .............................................................................. 37 Study Demographics ..............................................………… 37 Study Findings .......................................................………… 40 Comparison to Kopenhaver et. al. 1984................................. 41 5 DISCUSSION ....................................................................... 44 Comparison between Kopenhaver et. al. and current study... 45 Research Questions.............................................................. 49 The Importance of Client Expectations..........................…… 78 The “Tradition” Trap................................. ....................…… 79 Conclusions.................................................. ......................... 84 Managing Expectations.......................................................... 84 Positive Relationships............................................................ 85 Maximizing Media Relations................................................. 86 Limitations of this Study.... ................................................... 90 Implications for Future Research...................................…… 91 Implications for Practitioners...... ..................................…… 92 iii References .................................................................................................... 95 Appendices................................................................................................... 102 Appendix A: Interview Schedule Guide.................…..................... 102 Appendix B: Sample Letter to Survey Participants......................... 103 Appendix C: Survey Instrument...................................................... 104 iv LIST OF FIGURES Fig. 4.1 Breakdown of Respondents ......................…………..................... 39 Fig. 4.2 Comparison of Means .................................................................... 41 Fig. 4.3 Mean Scores ................................................................................... 43 Fig. 5.1 Comparison of Means for Journalists between 1984 and 2007..... 51 Fig. 5.2 Comparison of Means for Practitioners between 1984 and 2007.. 52 v CHAPTER 1 INTRODUCTION Defining public relations has been, for academics and professionals alike, a difficult obstacle to overcome. The problem is not in knowing what it is that public relations does, or hopes to accomplish, but rather breaking it down to a simple, easily understood definition. One of the challenges lies in the fact that public relations is practiced in many different types of organizations, and focuses on many different stakeholders, and often to the dismay of writers of textbooks, it is difficult to parse all of those areas into a simple definition. Texts in public relations focus on different areas. Each generally will mention at least several of the following: investor relations, community relations, employee relations, various practices and tactics in public relations focused on educational institutions, corporations, agencies, hospitals, not-for-profits, entertainment, religious institutions, and an assortment of other areas depending on the interests or expertise of the authors (Adams, 1965; Cutlip, Center & Broom, 1994; Lattimore, Baskin, Heiman, Toth & Van Leuven, 2004; Lesly, 1950; Seitel, 2007; Stephenson, 1960; Wilcox, Cameron, Ault & Agee, 2003). The commonly mentioned tactics, strategies and general principles of practice in each of these areas often includes the planning of special events, developing relationships with targeted audiences, doing research and evaluation, strategic planning and audience analysis, writing speeches and using internal communication vehicles. However, one thing that is common across all texts in public relations is an in- depth discussion of media relations (Turk & Snedeker, 1986). 1 2 Though seemingly as problematic to define as public relations, media relations can generally be viewed as the relationship between the uncontrolled mass media and public relations practitioners (Kendall, 1996). Media relations can be defined as the systematic (Kendall, 1996), planned (Lesly, 1991), purposeful (Miller, 1984) and mutually beneficially relationship (Guth & Marsh, 2003) between journalists in the mass media and public relations practitioners. Its goal is to establish trust, understanding and respect between the two groups (Lattimore et al., 2004). James Fetig (2004), a media relations practitioner, sums up the relationship, It all comes down to relationships. I trust reporters I know and I don’t trust the reporters I don’t know. Most of us have long-standing relationships with journalists that are based on mutual trust. My advice to PR professionals is to know the journalists who cover their industry well and develop mutual credibility. (as cited in Lattimore et al., p. 183) However, though terms like mutually beneficial and relationship are often used in defining both public relations and media relations, the effort in both cases generally is initiated from the public relations side, and not that of the journalists. This may be the result of a “solid prejudice against public relations people” (Nolte, 1979, p.442) by journalists, which has been examined by academics for many years (Carter, 1958; Howard & Mathews, 2000; Sachsman, 1976; Sampler, 2000; Singletary, 1976). There can be no doubt, whatever the state of the relationship between journalists and public relations practitioners, that much of public relations practice today involves media relations, and has for much of its history. In fact, communicating with the public
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