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ERIC Number: ED377536
Record Type: Non-Journal
Publication Date: 1994-Jul
Pages: 15
Abstractor: N/A
Reference Count: N/A
The "Secret Seduction" of the Press? Aspects of Characteristics of PR Influencing Media Coverage.
Frohlich, Romy
As yet, little research exists in Germany on the influence of public relations on news coverage, although for years American studies have shown that public relations widely determine media content. A study in Germany examined the qualities of news coverage as influenced by public relations efforts. Local media coverage (201 articles) in Munich newspapers between 1973 and 1983 on the two big international fairs, BAUMA (the biggest fair for building trade machines and equipment in the world) and SYSTEMS (at the time the most important fair for computer hardware and software), was analyzed. In addition all 102 press releases from the Munich Fair Association were analyzed. Results indicated that: (1) only 20% of the articles made no mention of a reason for reporting; (2) coverage with institutional events as reason for reporting was considerably more spacious than coverage with non-institutionalized events as reasons; (3) the most important theme for both the journalists and the press releases was "success of the fair"; (4) as the press releases shifted from comparatives to superlatives to describe the success of the fairs, so did the journalists; and (5) 77% to 88% of all statements, issues, or evaluations in the media coverage originally launched in the press releases indicated no information about sources. Findings suggest that there exists a parallel development concerning the change of structure of topics in press releases and local media coverage of these fairs. Further research should focus on the characteristics of public relations influencing media coverage. (Contains 12 references, 7 notes, and 5 tables of data.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Germany