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The minimal research on how news outlets are currently publishing across different platforms is limited in scope and has conflicting conclusions. Based on gatekeeping theory, this quantitative study expands that literature by comparing what The New York Times publishes in print, on its website and on social networking sites such as Facebook and Twitter. Results show both significant similarities and differences across platforms, and raise questions about the industry, and about news gatekeeping theory.

Public relations professionals must adopt an integrated approach, one that includes elements of "social media, marketing, advertising and client management, for a broader view of the campaign planning process." That is the main message behind Luttrell and Capizzo's book.