Abstract
This study aims at providing a different answer to the question of
EU visibility and tonality in national news coverage. Specifically
I claim that the negative or null coverage of EU news depends on
the type of relationships that subsist between journalists and EU
officers, that is, it depends on EU media relations. Two countries
have been chosen, Finland and Italy, to determine the status of EU
communications targeted at the national media. From December 2005
to April 2006 thirty journalists from Finland and Italy were interviewed
by means of a qualitative questionnaire. The data gathered from journalists
in these two member states show that the relationship between journalists
and EU institutions is a persistent problem and thus underlines the
necessity to improve media relations between EU press officers and
the national mass media. The approach applied in this investigation
is based on public relations theories concerning media relations
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