Master's Thesis - A relação entre profissionais de relações públicas e jornalistas em contexto digital, 2019
In digital environment, are only Journalists the main stakeholders in the actions of Public Relat... more In digital environment, are only Journalists the main stakeholders in the actions of Public Relations Professionals? With the digital and Internet changes, what is the state of play of the two-way relationship between Journalists and PR Practitioners? Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists. Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations. The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.
Master's Thesis - A relação entre profissionais de relações públicas e jornalistas em contexto digital, 2019
In digital environment, are only Journalists the main stakeholders in the actions of Public Relat... more In digital environment, are only Journalists the main stakeholders in the actions of Public Relations Professionals? With the digital and Internet changes, what is the state of play of the two-way relationship between Journalists and PR Practitioners? Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists. Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations. The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.
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Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists.
Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations.
The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.
Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists.
Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations.
The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.