Медиите като инструмент за постигане на стратегическа публичност в корпоративната PR практика
The Media as an Instrument of Generating Strategic Publicity in Corporative PR Practice

Author(s): Milena Yankova
Subject(s): Social Sciences, Communication studies
Published by: ЮГОЗАПАДЕН УНИВЕРСИТЕТ »НЕОФИТ РИЛСКИ«
Keywords: media relations; public relations; strategic publicity
Summary/Abstract: This report analyzes media as a central tool for transmission of the majority of messages of the PR industry. The terms „media relations” and „public relations” are defined and the relationship between them is analyzed. The complex and symbiotic relationship between media and the PR industry is studies. Attention is paid to the role of media as a tool for achieving strategic publicity in corporate PR practice.

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