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Trends nelle media relations in Italia

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  • Cinzia COLAPINTO

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Abstract

After 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 Info

Paper 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.

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Date of creation: 19 Jun 2008
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Handle: RePEc:mil:wpdepa:2008-19

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Keywords: Media relation; Internet; content analysis; corporate websites; Italy;

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