The Potential of Online Media: A Coorientational Analysis of Conflict Between PR Professionals and Journalists in South Korea
Mass Communication and Journalism
A total of 225 public relations practitioners and journalists in South Korea were surveyed regarding eleven types of offline source-reporter interaction (i.e., telephone contact, fax/mail/wire/coturier press releases, interviews, press conferences, private meetings, etc.), and nine types of online source-reporter interaction (i.e., e-mail news releases, multimedia press kits, streaming audio/video clips, organizational homepages, Web site pressrooms, online discussion group/forum, etc.). In all types of source-reporter relationships, both parties disagree and inaccurately predict the other's view. However, respondents expect that online media relations offer promise, with both groups predicting less conflict in online source-reporter relationships.
Journalism & Mass Communication Quarterly
Cameron, G. T.
(2003). The Potential of Online Media: A Coorientational Analysis of Conflict Between PR Professionals and Journalists in South Korea. Journalism & Mass Communication Quarterly, 80(3), 583-602.
Available at: http://aquila.usm.edu/fac_pubs/3200