Abstract

This article discusses the relationship between practical journalism training, experience and excellence in media relations’ practice. Media relations are about the planned and sustained efforts towards ensuring lasting cordial relationship between an organization and the press. It is so significant that a greater percentage of public relations activities involve positive media publicity. Taking steps to enjoy goodwill and favourable media reportage is almost inevitable. Hinged on Harold Lasswell’s Model of communication; the paper focuses on the benefits of having prior knowledge of journalism, before venturing into media relations. The study adopted in-depth interview as a method. The study discovered that better understanding of mass media through prior practice before venturing into public relations confers some advantage in the production and distribution of public relations tools, particularly, press releases and statements.

Key Words: Media Relations, Public Relations, Journalism, Mass Media

^JCMR Journal of Communication and Media Research, Vol. 14, No. 2, October 2022, pp. 62-68

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the author

*Chike Walter Duru, Ph.D., is an Assistant Professor of Communication and Multimedia Design, Department of Communication and Multimedia Design, School of Arts and Sciences, American University of Nigeria, Yola, Adamawa State, Nigeria

Article Citation

Duru, C.W. (2022). Relationship between practical journalism training, experience and excellence in media relations’ practice. Journal of Communication and Media Research, 14 (2): 62-68.

Full Article

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Pages: 7

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