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Chapter 11: Working With Media

April. 2. 2010.

Public Relations: Writing and Media Techniques

by Dennis L. Wilcox

Media Dependence on Public Relations

  • Reporters and Editors spend most of their time processing information, not gathering it
  • Most of the information that appears in the mass media comes from public relations sources that provide a constant stream of news releases, features, planned events, and tips to the media

 

Public Relations on Dependence on the Media

  • The media are cost-effective channels of communication in an information society
  • Thousands of publications and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very specific target
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