Mediating the media: a journalist‐centric media relations model

Abstract

Purpose -The prevailing challenge faced by practitioners is to conduct effective media relations, especially with the proliferation of diverse media platforms both online and offline. For such a predominant and critical function, a systematic approach needs to be offered. This paper aims to address these issues. Design/methodology/approach -A new model is developed, drawing on insights from corporate communications and journalism literature. Findings -This model identifies two sets of influences that practitioners should seek to understand. The internal influences include journalist mindsets, journalist routines, and newsroom routines. The external influences include extra-media forces and media ideology. Research limitations/implications -At this juncture, it is not able to predict causalities among the influences. What this model is able to establish is the connections among the influences. Future research can address that. Practical implications -This model is instructive for new practitioners to view media relations as a holistic process rather than merely an information subsidy function. For seasoned practitioners, it serves to encourage them to re-evaluate their current strategies and to engage in strategic thinking on how to transform their current practices. Originality/value -The author has developed a new model called mediating the media that is meant to equip practitioners to conduct media relations in a systematic manner with the primary objective of winning the journalists over by the knowledge of their work and their profession. This may form the basis for an initial trail that takes media relations to the next level.

Role of Language and Corporate Communication in Greater China

“…Pang's ( 2010 ) Mediating the Media model is posited as one model where practitioners can use to win over journalists by understanding how they work. It boils down to media relations, and how those relations and understanding between practitioners and journalists can be improved.…”

“…According to Pang ( 2010 ), infl uencing the media in the news production process through information-subsidy function has long been the modus operandi in media relations (Bland et al 2005 ;Lerbinger 2006 ;Wilcox and Cameron 2009 ). Corporate communication's infl uence on news content is dominant (Gandy 1982 ), which researchers estimate ranges from 25 to 50 % (Cameron et al 1997 ).…”

“…Kiousis ( 2005 ) postulated that similar to the two levels of agenda setting, practitioners build the agenda on two levels: at the fi rst level, they provide information subsidies to the media and in doing so have a say in determining the issues covered by the media; at the second level, practitioners infl uence the tone of the issue coverage. Pang ( 2010 ) argued that practitioners can do that by understanding the journalist mind-set, for instance, their background and individual characteristics like the journalist's gender, ethnicity, education, experience, and political affi liation can help practitioners enhance their information-subsidy function by knowing how journalists write and what interest them. This will in turn help them frame information suitable for journalists' use.…”

“…Inspired by and adapted from Shoemaker and Reese's ( 1996 ) theory of infl uence, Pang ( 2010 ) developed the Mediating the Media model to provide a holistic view of how media relations can be conducted by organizational leaders with the primary objective of winning the journalists over by the knowledge of their work and their profession. The model posits both internal and external infl uences on media relations (see Fig.…”

Eettinen viestintä

“…(Mm. Pang 2010;Drozdowsk 2015. ) Journalismin ja tiedottamisen välille on jo lähes vuosisadan ajan vedetty raja-aitaa, vaikka moni viestijä on aina tehnyt molempiin kategorioihin katsottavia viestinnän työtehtäviä.…”