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https://etd.cput.ac.za/handle/20.500.11838/2307
Title: | Innovative networking : the synergy between the public relations industry and multimedia newspaper | Authors: | Merle Carol, Van Diemel | Keywords: | Public relations -- South Africa;Journalism -- Technological innovations -- South Africa;Reporters and reporting;Media consultants;Online social networks | Issue Date: | 2011 | Publisher: | Cape Peninsula University of Technology | Abstract: | The purpose of this mini thesis is to investigate the research question, "What is the importance and effectiveness of public relations practice in obtaining coverage in a multimedia newspaper?" It is obvious that the introduction of the multimedia newspaper has affected the role of the public relations practitioner and the role of the journalists. But has it changed the manner in which public relations practitioners practice public relations (that is the influence of the multimedia newspaper on the public relations industry) and its value in the eyes of the multimedia journalist. The study will measure the multimedia editorial staff's opinion and perceptions of the multimedia newspapers content and public relations practice's impact on that content. The research is interested in whether the introduction of the multimedia newspaper has affected the role of the public relations practitioner and the journalists and whether it has changed the manner in which public relations practitioners practice public relations (that is the influence of the multimedia newspaper on the public relations industry). The research reviews the perceived value of public relations to journalists operating within the multimedia newspaper context. | Description: | Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011. | URI: | http://hdl.handle.net/20.500.11838/2307 |
Appears in Collections: | Public Relations Management - Master's Degree |
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File | Description | Size | Format | |
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205211666_Van Diemel_MC_Mtech_Public Relations_FID_2011_20136189.pdf | Thesis | 44.37 MB | Adobe PDF | View/Open |
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