Професионалните комуникатори в конкурентна кооперация за медийно съдържание
Professional Communicators in a competitive cooperation on media content

Summary/Abstract: The paper focuses on the increasing role of PR specialists in the development of media content in mainstream media. This trend has become even more obvious in the last few years. The re-positioning of the market of activities to the field of professional communication is not only related to the marketing of goods and services. It testifies that in outsourcing the production of media content out of the newsrooms, the media count more and more on professionals and professional environment, which traditionally have been considered competitive. This process can be defined as “competitive cooperation on media content”.

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