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Media relations

Encyclopedia entry
Authors Magnus Fredriksson
Josef Pallas
Published in The International Encyclopedia of Strategic Communication.
ISBN 9781119010722
Publisher John Wiley & Sons, Inc.
Publication year 2018
Published at Department of Journalism, Media and Communication (JMG)
Language en
Subject categories Media Studies


Organizations dedicate extensive attention to media, and accordingly, media relations tend to be given priority in organizations' communication repertoires. This is expressed through extensive resource allocation, far‐reaching responsibilities for communication departments, and a significant position for media‐related issues on the agendas for management teams and boards. To understand the scope and significance of media in organizational contexts, it is helpful to distinguish between media as input—how media are used by organizations to understand their environmental settings and function as an early warning system; throughput—how organizations' artifacts, routines, relations, and symbols are accommodated and adapted to media; and output—how organizations act to create settings for their media interactions and use them to maximize their media impact, and how these settings make it possible for organizations to negotiate their media presence in times of scrutiny.

Page Manager: Webmaster|Last update: 9/11/2012

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