Relationship Between Mass Media And Public Relations

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Introduction. This essay will examine the extent to which mass media plays an integral role in a nations public- information system. It will further determine the major sources of content for Mass media. The essay will also look at the relationship that exists between the mass media and public relations practitioners in relation to content acquisition. The essay will also look at various theories advanced on the use and influence of the media. The easy will conclude that the assertion by (Broom & Sha 2013:234) is an accurate reflection of the public relations practice. Mass Media The meaning of mass Mass media comprises of several ways by which information touches a large audience through media channels namely, newspapers radio, television,…show more content…
Those people who own and control the corporations that produce media comprise this elite”. (2014) This theory reaffirms the the famous idiom “He who pays the piper calls the tune. Cambridge Idioms Dictionary,(2006) in the sense that since the owners of major news outlets are a minority elite then most probably the owners of the major public Relations firms would like wise be a minority elite. This therefore would collate with (Broom & Sha 2013:234) view that public relation practitioners are playing an increasingly important role as sources. III. Culturalist Theory “The Culturalist theory, developed in the 1980s and 1990s, combines the other two theories and claims that people interact with media to create their own meanings out of the images and messages they receive. This theory sees audiences as playing an active rather than passive role in relation to mass media” (2014). This theory relates very much with (Broom & Sha 2013:234) and further proves that as stated Public relations practitioners will always be primary source of content to the mass media. Public Relations and Mass Media…show more content…
Firstly, they give credibility and legitimacy to what might otherwise be seen as self-serving publicity or advertising by giving it the appearance of being news delivered through the agency of an 'independent' third party—the media. While the public will be cautious about what they hear in an advertisement they put more faith in a news broadcast”. ( 2014) Relationship between the Press and Public Relations Practitioners The part of the essay will analyze the relationship between The Press and public relations practitioners. It will interrogate how the two professional relate to one another professionally. It will examine the perceptions that exist in the two fields. The part of the essay will also delve into the future holds for the press relationship with the Pr industry. This will be vital in proving the assertion by (Broom & Sha 2013:234) that public relation practitioners are increasingly becoming sources for mass media news. It does seem that we are doomed to have an endless debate about the relationship between journalists and PR professionals. The fact is that we have a mutually dependent relationship. The press cannot do its job without PR and PR needs the press. (,

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