Nordicom 2009 presentation

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Nordicom 2009 presentation

  1. 1. Trust, the Media and Society: The Bermuda Triangle of Public Relations? Kaja Tampere, PhD University of Jyväskylä (FIN) www.kajatampere.wordpress.com
  2. 2. Role of PR <ul><li>Existential question how we will see PR: short term narrow approach or wider manner including interests of public? </li></ul><ul><li>PR and Media: </li></ul><ul><ul><li>historical heritage </li></ul></ul><ul><ul><li>Roles of media and PR in society are determined by the dominant model of public communication (Lauristin&Vihalemm) </li></ul></ul><ul><ul><li>PR and Media are not necessarily the opposite </li></ul></ul>
  3. 3. The essence of public relations and organizational communication Communication flow and result: relations Main questions: If communication flow is always full, who fills this flow? And who’s messages are dominant? And – who designs relations? Journalists Public relations officers
  4. 4. Advantages and Drawbacks of Media Relations <ul><li>Media creates the public’s knowledge? </li></ul><ul><li>Media audience is always anonymous and very abstract </li></ul><ul><li>Effective informing process cannot be guaranteed </li></ul><ul><li>Media as a gatekeeper </li></ul>
  5. 5. Problems in the relationship between journalists and PR <ul><li>Different goals </li></ul><ul><li>The pressure of commercialization </li></ul><ul><li>Trust problems – low trust toward media and also toward PR </li></ul><ul><li>Special post-communist experience </li></ul><ul><ul><li>Attempts to influence media </li></ul></ul>
  6. 6. Confidence in the media
  7. 7. Marginals of Info and Trust <ul><li>Low level of info – low confidence </li></ul><ul><li>Continously increasing info levels do not increase trust itself </li></ul>

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