Media Relations

Exploring the Link between Share of Media Coverage and Business Outcomes

April 2007

April 2007 – Building upon a foundation established in “Exploring the Link between Volume of Media Coverage and Business Outcomes,” this paper looks at the effect of competitive share of media coverage volume on business results. Through four case studies on a non-profit hospital, a pharmaceutical brand, a B2B service and a package goods manufacturer, the authors make the case for using competitive media analysis to see stronger correlations to results.

Exploring the Comparative Communications Effectiveness of Advertising and Media Placement

2007

2007 – Researchers found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product. No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent. Although the respondents said that they got more information from the news article (despite identical information in the ad), that did not increase the believability of the message. Nor were there significant differences between ad and editorial regarding purchase intent, although those reading the news story showed less ...

Exploring the Link Between Volume of Media Coverage and Business Outcomes

2006

2006 – This paper suggests a strong relationship between coverage volume and business outcomes, with three case studies looking at volume alone, tonality-refined volume, and message-refined volume.

Perspectives on the ROI of Media Relations Publicity Efforts

May 2006

May 2006 – This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. The primary questions discussed in the paper are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial return be attributed to the publicity? In the more than three years since the Dictionary of Public Relations Measurement and Research was first released, it has become one of the most popular papers the Institute for Public Relations has ...

A New Model for Media Content Analysis

2005

2005 – The premise of the authors is that the media content analysis methods commonly in use fail to address the fundamental information needs of public relations professionals. Currently public relations professionals rely on eight basic methods of content analysis. This paper reviews each of these methods and points out the fundamental flaws in each of these approaches.

We’ll Get Right Back to You

The Effect of Responsiveness, Accessibility, and Information Utility on

This paper examines, over a five-year period, the evolution of a journalists’ perception of the media relations efforts of Southwest Airlines. Quantitative measurement and analysis is coupled with an in-depth qualitative investigation to understand the media’s perceptions of Southwest’s public relations effectiveness, media relations value, use of relationship maintenance strategies, perceptions of communication channels and perceptions of dialogic communication-specifically in regards to utility of information, accessibility and responsiveness.

How Intrinsic and External News Factors Affect Health Journalists’ Cognitive and Behavioral Attitude

2010

Using data from a nationwide survey of newspaper health journalists (n=308), this study examines the influence of intrinsic and external news factors on journalists’ attitudes toward stories provided by public relations agencies. These factors consist of three types: 1.) individual-level factors; 2.) media-routine factors; and 3.) organizational-level factors.

An Integrated Model of Media Selection in Strategic Communication Campaigns

This study advocates an integration of media richness theory into the public relations scholarship. This study adds two additional dimensions to the description of a medium’s richness-rich communication and poor communication. This four-dimensional model of media richness (rich medium, lean medium, rich communication, and poor communication) may predict the media selection of public relations practitioners more precisely.

Perception is truth: How elite U.S. newspapers framed the “Go Green” conflict between BP and Greenpeace

2010

Messages about the environment have increased significantly within the past decade and are especially evident around Earth Day when people gather to celebrate efforts to protect our environment. Attempts to “Go Green” have not only influenced public policy makers, they have influenced organizations and corporations that are communicating about social responsibility in both the public and private sectors. This study – recognized by the Institute as one of the Top Three Papers submitted to the 2010 International public Relations Research Conference -examines the dynamics of conflict between an organization and its activist ...

Communicating the EU to the Media

The Delicate Role of Press Officers at the Council of the European Union

July 2010

This paper deals with the media relations activities performed in the Council of the European Union and more specifically explores the communication tasks and practices of press officers in the Press Service of that institution. Press officers at the Council Press Service affirm to be subject to at least three constraints that are of a different nature from constraints found in the corporate world, i.e. dependency on other DGs for detailed information, the Council Secretariat’s general guidelines for conducting media relations and member states’ and the Presidency’s often competing media agendas.
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