Naslov
The Future of the Press Release as a PR Technique

Autori
Ćustić, Marko ; Pakozdi, Ivan

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Communication Management Forum 2017 conference proceedings / Verhoeven, Piet ; Jugo, Damir ; Jakopović, Hrvoje ; Ciboci, Lana - Zagreb : Veleučilište Edward Bernays, 2017, 3-17

ISBN
978-953-58317-4-7

Skup
Communication Management Forum 2017 - Living in crisis mode: Time to reconsider definition, meaning and practice?

Mjesto i datum
Zagreb, Hrvatska, 12.05.2017. - 13.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
press release ; media release ; public relations

Sažetak
The press release, or the media release, has hardly changed format since its invention by Ivy Ledbetter Lee in 1906. The purpose of this paper is to explore how the increasing importance of social media and the gradual decline of traditional media affect practices and predictions in Croatian public relations practitioners relating to the media release as a public relations tool. Structured interviews were conducted with five Croatian public relations practitioners of differing backgrounds and experiences. The authors begin the research hypothesizing that public relations practitioners hold opinions indicating that the media release will have to change in the future due to the changing nature and format of the media. After analysing the interviews, it was concluded that the media release is here to stay as an indispensable tool for public relations, but is likely to change to a multimedia format or in other, unpredictable, ways due to technology change.

Izvorni jezik
Hrvatski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA