ASPECTS AND MANIFESTATIONS OF MEDIA RELATIONS IN PR PRACTICE (CASE-STUDIES FROM THE AUTOMOTIVE INDUSTRY IN BULGARIA)
The paper reveals, analyses and evaluates the essential characteristics of the relations corporate PR – media in the dynamic environment in Bulgaria. Object of the study are foreign corporations, which bring in their experience in relation to work with the media on the Bulgarian territory. Subject of the study is the relationship between the PR specialists in the corporations and the media, and the role of the communication in the building of their relations. The research thesis is substantiated by the objective location of the place and the significance of the media for the organization activity – good interrelations with the media favor not only the good media performance of the company, but also add a value to the quality of the information, which the journalists spread, in volume, meaning and importance. The theoretical and methodological foundations of the study are based on analyzes and summaries of literary sources in the field of public relations and media theory and practice. An empirical study of cases from the Bulgarian corporate practice of automobile companies was conducted, in order to follow how they work with the media, what are the attitudes of the PR specialists, what are the goals beyond the communication with media. Independent in-depth interviews were conducted with the current PR managers, to explore the qualitative part of media relations, i.e. to survey the demonstrated attitude of the corporations and their PR teams for contact with the media. Of special interest was the so-called uncontrolled means of communication – media publications were gathered, systemized and analyzed.
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