Trends nelle media relations in Italia
AbstractAfter looking at the relationship between journalism and public relations (PR) we analyze the impact of Internet on this interplay. A content analysis was conducted in order to investigate the utilization of the Internet for communicating corporate information -especially media relations - by the top Italian companies in the Mediobanca ranking lists. Analyses revealed that only 66% of Web sites have a dedicated press rooms where media content is centralized. The study shows that web-based corporate reporting in Italy is still in its infancy: lack of advanced technology such as RSS and corporate web blogs. News releases are the most frequently available materials, .
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Bibliographic InfoPaper provided by Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano in its series Departmental Working Papers with number 2008-19.
Date of creation: 19 Jun 2008
Date of revision:
Media relation; Internet; content analysis; corporate websites; Italy;
Find related papers by JEL classification:
- D89 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Other
- M39 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Other
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-06-17 (All new papers)
- NEP-CUL-2009-06-17 (Cultural Economics)
- NEP-SOC-2009-06-17 (Social Norms & Social Capital)
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