Media Orientation and Public Relations Strategies: Explaining Organizational Differences

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Paper Session: Public Relations Interactive Poster Session

Abstract

The aim of this study is to assess relationships between media orientations of organizations and their external communication strategies. Based on considerations on processes of mediatization in organizational contexts we assume that media orientations within an organization may affect an organization’s communication strategies. More specifically, we discern communication strategies of bridging and buffering. A survey among 114 Dutch communication professionals working for for-profit and public organizations as well as NGOs was conducted. Strategies of bridging and buffering showed different relationships to dimensions of media orientation. While bridging strategies were guided by strategic media orientations, buffering strategies were more strongly related to media attention seeking and hostile media perceptions. Different patterns for public organizations and NGOs compared to for-profit organizations were linked to specific organizational goals. The findings show that media orientation is a useful concept to study mediatization of public relations.

Authors

• Anke Wonneberger, U of Amsterdam

• Sandra Jacobs, ASCoR, U of Amsterdam