PR Impact on the Media
(4,500 words) – by Jim Macnamara Download

Journalists downplay the impact of public relations on their news selection and content, while PR practitioners claim major impact for their clients. What is the truth? Who is really setting the media agenda and writing the news? Research presented in this paper will shock some and is a timely review of changes in how media operate in contemporary societies.

 

 
 
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• Jim Macnamara presents refereed paper at the Australian and New Zealand Communication Association (ANZCA) 2008 conference, Wellington New Zealand