Title

The Potential of Online Media: A Coorientational Analysis of Conflict Between PR Professionals and Journalists in South Korea

Document Type

Article

Publication Date

9-1-2003

Department

Mass Communication and Journalism

Abstract

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.

Publication Title

Journalism & Mass Communication Quarterly

Volume

80

Issue

3

First Page

583

Last Page

602