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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton 2021

8 Public relations as media relations

From the book Public Relations

  • Katerina Tsetsura


This chapter provides an overview of approaches to understanding media relations, from focusing on agenda-setting and framing to journalist-public relations practitioner relations, to understand the complexity of relationship-building with traditional media and non-traditional stakeholders who have their own mediated channels. This chapter reviews the first years of media relations development and describes theories, frameworks, and concepts that help to better understand and explain various aspects of media relations. The chapter also examines current theoretical approaches to contemporary media relations research and practice. It concludes with recommendations for future studies and proposes several directions, including the need to address auto-communication effects of media relations, among others.

© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston
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