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Resisting the Temptation of Protocol Journalism: How Public Relations Can Build Media Capacity |
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Abstract:
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There has been growing interest in the ways in which the public relations field can contribute to democratization and civil society. Some scholars see enormous potential for public relations and the information subsidy to help get important social issues on the public agenda (Taylor, 2000, Taylor & Doerfel, 2005). Other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice (Dutta-Bergman, 2005). One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how public relations can contribute to civil society development. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding framework for explaining how public relations and the media work together in building civil society. The implications of this “protocol journalism” are discussed and recommendations provided to help create a more balanced and mutually beneficial public relations-media relationship. |
Most Common Document Word Stems:
public (137), relat (126), media (103), journal (71), relationship (60), protocol (48), kosovo (47), inform (47), news (43), organ (40), societi (29), civil (27), develop (26), research (25), sector (18), subsidi (18), 2005 (17), interview (17), practic (17), report (17), note (16), |
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Association:
Name: International Communication Association URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Taylor, Maureen. and Kent, Michael. "Resisting the Temptation of Protocol Journalism: How Public Relations Can Build Media Capacity" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2009-05-24 <http://www.allacademic.com/meta/p171785_index.html> |
APA Citation:
| Taylor, M. and Kent, M. L. , 2007-05-23 "Resisting the Temptation of Protocol Journalism: How Public Relations Can Build Media Capacity" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <APPLICATION/PDF>. 2009-05-24 from http://www.allacademic.com/meta/p171785_index.html |
Publication Type: Conference Paper/Unpublished Manuscript Abstract: There has been growing interest in the ways in which the public relations field can contribute to democratization and civil society. Some scholars see enormous potential for public relations and the information subsidy to help get important social issues on the public agenda (Taylor, 2000, Taylor & Doerfel, 2005). Other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice (Dutta-Bergman, 2005). One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how public relations can contribute to civil society development. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding framework for explaining how public relations and the media work together in building civil society. The implications of this “protocol journalism” are discussed and recommendations provided to help create a more balanced and mutually beneficial public relations-media relationship. |
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application/pdf |
| Page count: |
20 |
| Word count: |
4804 |
| Text sample: |
| Public Relations and Protocol Journalism There has been growing interest in the ways in which the public relations field can contribute to democratization and civil society. Some scholars see enormous potential for public relations and the information subsidy to help get important social issues on the public agenda (Taylor 2000 Taylor & Doerfel 2005). Other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas values and standards |
| RTV Ardita Zejnullahu President Association of Electronic Media Leke Zherka Director KTV Public Relations and Protocol Journalism 20 Appendix B 1. Can you describe your perceptions of the media situation in Kosovo? a. Role of the media in accomplishing your mission b. Quality of news and information c. Professionalism of sector d. Major accomplishments e. Obstacles to development 2. Background on your projects a. Media and NGO projects b. Outcomes of projects (how do you measure success) c. Future |
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