Building a better PR-journalist relationship: a social media segmentation of UK journalists

Conference paper


Pole, K. 2014. Building a better PR-journalist relationship: a social media segmentation of UK journalists.
AuthorsPole, K.
TypeConference paper
Description

This research aims to help public relations (PR) improve their relationship with journalists by exploring differences in the use, views, attitudes and behaviours towards social media and the contact methods with PR-practitioners. It applies segmentation theory to explore heterogeneity in journalists and to suggest implications for use by PR practitioners, to improve in the PR-journalist relationship.

This research used an online survey from a random stratified sample of a commercial database of UK media professionals and journalists. Cluster analysis then identified five social journalist segments. Establishing segmentation categories of the ‘social journalist’ are only of value to PR practitioners if the criteria can be acted upon and key commercial databases used for implementing the differing needs of these groups.

PR practitioners need to work closely with their key stakeholder group of journalists and tailor the communication channel to gain maximum coverage. Developing a clearer understanding of journalists’ needs forms a solid foundation for relationship building.

Year2014
ConferenceAcademy of Marketing Conference 2014
Official URLhttps://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0368_paper.pdf
Related URLhttps://www.academyofmarketing.org/index.php?option=com_docman&Itemid=598&alias=46-am2014-conference-abstracts&category_slug=conference&lang=en&view=document
File
License
File Access Level
Controlled
Publication process dates
Deposited22 Jul 2015
Accepted03 Apr 2014
Output statusPublished
Publication dates
Print30 Apr 2014
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https://repository.canterbury.ac.uk/item/87664/building-a-better-pr-journalist-relationship-a-social-media-segmentation-of-uk-journalists

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