M39 - Marketing and Advertising: OtherReturn

The study analyzes the fundamentals of effective Media Relations. The emphasis is on the specifics of the Czech environment. The study attempts to analyze the perspective of journalists and the corresponding perspective of organizations. Based on these assumptions, concrete guidelines for successful Media Relations are drawn. Due to the high competition on the current Czech "news market", information from most organizations typically attracts little attention from the media or even no attention at all. However, the relationship between public relations practitioners and journalists is a partnership. When an organization respects the perspective of the media, it can achieve large positive publicity. Public relations practitioners therefore have to adjust their activities and behavior to the motivations and perceptions of journalists.