PREDICTING INDONESIAN JOURNALISTS’ USE OF
PUBLIC RELATIONS-GENERATED NEWS MATERIAL
ABSTRACT
The news media are the main channel for public relations practitioners to get messages
across to their publics. Getting their news materials in media coverage is, therefore, a key
professional responsibility for public relations practitioners. In Indonesia, this practice
constitutes one of the most important tasks of pubic relations. However, little research was ever
conducted on predicting Indonesian journalists’ use of public relations-generated news material.
Given that Indonesia is the largest nation in Southeast Asia and the most populous Muslim
nation in the world, it would be interesting to see if Indonesian journalistic practices differ from
other nations.
The survey for this study obtained input from 299 Indonesian journalists with national
newspapers and television stations in the capital city of Jakarta. The research found that news
value factor comes first in predicting use of public relations-generated news materials. The
survey showed that journalists are under the pressure of their organizations’ business interests,
and that informal relations play a significant role in determining the use and acceptance of news
materials. “Envelope journalism,” or providing positive coverage in exchange for cash payment,
seems to be embraced by public relations practitioners and journalists. However, this study finds
this influence is not as significant as the fundamental tenets in journalism.
PREDICTING INDONESIAN JOURNALISTS’ USE OF
PUBLIC RELATIONS-GENERATED NEWS MATERIAL
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Convention