|
|
Czech Journalits'Perceptions of the Public Relations Practitioners as an Information Source
Kolomazníková, Eliška ; Moravec, Václav (advisor) ; Trunečková, Ludmila (referee)
Author: Eliška Kolomazníková Name of the thesis: Czech Journalists' Perceptions of Public Relations Practitioners as an Information Source Abstract The relationship between journalists and PR practitioners is a complicated one as it is based on a paradox. On the one hand journalists perceive PR practitioners negatively, but on the other hand they use PR industry outlets as a source of information quite regularly. The aim of the thesis was to examine the journalists' opinion about PR practitioners as one of their sources of information and to outline to what extent are the PR practitioners credible for journalists and how often journalists use PR practitioners together with press releases and conferences as a source of information. The first theoretical part of the thesis describes public relation as a complex discipline, including its main tools, types of jobs and the role of PR within other sources of information that journalists use to gather information. Furthermore, the theoretical part outlines several basic differences between print and online media in terms of work with information sources including PR. Last but not least, the theoretical part describes the relationship between journalists and PR practitioners according to international professional literature. The practical part of the thesis is...
|
|
|
Opinion Leaders Among Czech 21st Century Journalists
Kolomazníková, Eliška ; Moravec, Václav (advisor) ; Osvaldová, Barbora (referee)
The objective of this master's thesis is to examine the concept of opinion leadership-to define it, to describe where it originated from, how it has developed over time, and finally, to apply this phenomenon to the Czech journalist community and its current members. Based on relevant international literature, the author of this paper assumes that opinion leaders exist in every social group or community around the globe, possessing an extraordinary personal influence on the decision-making and opinion-forming process of the people within their social network. Simply put, opinion leaders are the individuals to whom others look for guidance, credible and accurate information and context when they are in doubt or experiencing indecisiveness. For journalists, the possibility to have someone to whom they can turn for all the above-mentioned is crucial, the author believes, for it is a daily part of the profession to handle information cautiously, to evaluate news critically and objectively, and to get acquainted with a confusing topic in a relatively short period of time. Firstly, the paper offers a thorough theoretical framework for understanding the concept of opinion leadership, which is followed by a practical part consisting of a two-phase research examining opinion leaders in the ranks of Czech...
|
|
|
Czech Journalits'Perceptions of the Public Relations Practitioners as an Information Source
Kolomazníková, Eliška ; Moravec, Václav (advisor) ; Trunečková, Ludmila (referee)
Author: Eliška Kolomazníková Name of the thesis: Czech Journalists' Perceptions of Public Relations Practitioners as an Information Source Abstract The relationship between journalists and PR practitioners is a complicated one as it is based on a paradox. On the one hand journalists perceive PR practitioners negatively, but on the other hand they use PR industry outlets as a source of information quite regularly. The aim of the thesis was to examine the journalists' opinion about PR practitioners as one of their sources of information and to outline to what extent are the PR practitioners credible for journalists and how often journalists use PR practitioners together with press releases and conferences as a source of information. The first theoretical part of the thesis describes public relation as a complex discipline, including its main tools, types of jobs and the role of PR within other sources of information that journalists use to gather information. Furthermore, the theoretical part outlines several basic differences between print and online media in terms of work with information sources including PR. Last but not least, the theoretical part describes the relationship between journalists and PR practitioners according to international professional literature. The practical part of the thesis is...
|
guest ::
RSS feed.