Revista de comunicación de masas y periodismo

Media′s Influence on Public Relations

Abstract

Delia Cristina*

Various stakeholder groups and the news media are the targets of public relations campaigns. The observed results must be connected to the appropriate public relations efforts in order to develop conclusions about the consequences of public relations. The relationship between journalists and public relations practitioners, the ability of public relations to set agendas, and the direct effects of public relations messages on the general public or important stakeholders are some of the topics covered by media effects research in public relations. The measurement of relationships is a particular aspect of research on public relations effects. Researchers are now incorporating questions about the impact of online media into all areas of study of public relations media effects.