TY - JOUR
T1 - Media Catching
T2 - A Conceptual Framework for Understanding Strategic Mediatization in Public Relations?
AU - Erzikova, Elina
AU - Waters, Richard
AU - Bocharsky, Konstantin
N1 - Publisher Copyright:
© 2018 Taylor & Francis Group, LLC.
PY - 2018/3/15
Y1 - 2018/3/15
N2 - A form of strategic mediatization, media catching is the reversal of the traditional public relations process of pitching story ideas to journalists using press releases, feature pitch letters, and other techniques. In media catching, journalists working on specific stories reach out to large numbers of public relations practitioners using a variety of technologically aided services with queries for specific information. Using quantitative and qualitative content analyses, this study examines journalist queries submitted through a media request service, Pressfeed.ru, to understand the dynamics of the media-catching trend in Russia. Findings show a substantial gap between reporters’ expectations and public relations professionals’ goals and abilities, and a fragmentation of media outlets’ practices. The findings also revealed similarities in the growth and usage patterns of the Russian service to the first American media-catching service, Help-a-Reporter-Out. An empirical investigation is warranted to test an emergent model of the mutual influences of reporters, public relations specialists, internal (organizational values) and external (societal culture, political climate) factors during the process of media catching across different cultures and countries.
AB - A form of strategic mediatization, media catching is the reversal of the traditional public relations process of pitching story ideas to journalists using press releases, feature pitch letters, and other techniques. In media catching, journalists working on specific stories reach out to large numbers of public relations practitioners using a variety of technologically aided services with queries for specific information. Using quantitative and qualitative content analyses, this study examines journalist queries submitted through a media request service, Pressfeed.ru, to understand the dynamics of the media-catching trend in Russia. Findings show a substantial gap between reporters’ expectations and public relations professionals’ goals and abilities, and a fragmentation of media outlets’ practices. The findings also revealed similarities in the growth and usage patterns of the Russian service to the first American media-catching service, Help-a-Reporter-Out. An empirical investigation is warranted to test an emergent model of the mutual influences of reporters, public relations specialists, internal (organizational values) and external (societal culture, political climate) factors during the process of media catching across different cultures and countries.
UR - http://www.scopus.com/inward/record.url?scp=85042433551&partnerID=8YFLogxK
U2 - 10.1080/1553118X.2018.1424713
DO - 10.1080/1553118X.2018.1424713
M3 - Article
AN - SCOPUS:85042433551
VL - 12
SP - 145
EP - 159
JO - International Journal of Strategic Communication
JF - International Journal of Strategic Communication
SN - 1553-118X
IS - 2
ER -