POSITIVE PROJECTS WORLD: THE ROLE OF MEDIA RELATIONS IN CORPORATE PUBLIC RELATIONS PRACTICE

CHAPTER ONE
INTRODUCTION

Media relations is the core activity in many public relations jobs (Wilcox, 2005). One of the participants of this study remarked, “Media relations has over the years become an increasingly significant profile and has added value to the business bottom-line”. To understand this strong link between the media and public relations, the researcher examined Grunig and Hunt (1984) view on how public relations originated.

According to the authors, in the constant effort to get free space in the media for their clients, press agents or publicists used every possible trick to take advantage of the newspapers and other media. This was called “flacking for space” (Grunig and Hunt). Although these press agents frequently got the publicity they sought, the authors indicate that the media and the public have never forgotten the press agentry origins of public relations. Hence, this explains why media relations is considered to be the most traditional, visible and prominent of all public relations functions.

It is also worth taking a look back to see how the need for the business-media relationship came about. According to Argenti (2003), the expanded media, referred to as “the press” in earlier times, has always had a more antagonistic relationship with business, even in the American context. This, the author states, partly stems from the privacy organizations enjoyed in the early part of this century.

However, organizations were later forced to rethink this isolationist approach as a result of increased public and media interest in business due to several controversial events. The public began to realize that business had a tremendous effect on their lives, explains Argenti. It is this shift in attitude, in particular, that the author says had a profound effect on business and its dealings with the media.

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