Managing the news for corporate advantage

Abstract

Argues that news management is the most appropriate term to describe activities by communication practitioners and others to influence the way the media cover their activities. Suggests that pressure groups are now as effective in gaining media access as government and commercial organizations because they have become proficient at following journalistic and news conventions. This approach is necessary for any organization engaged in persuasive rather than collaborative communication. Concludes that the process of news management needs to be studied from viewpoint of communication practice.

Citation

Hitchins, J. (1997), "Managing the news for corporate advantage", Corporate Communications: An International Journal, Vol. 2 No. 3, pp. 95-100. https://doi.org/10.1108/eb046539