Abstract
This study examines how particular characteristics of news releases
influence the media's news decisions. The hostile takeover attempt
by Tustin, California-based MAI/Basic Four (MBF) to acquire a controlling
interest in Natick, Massachusetts-based Prime Computer provides an
arena in which to study journalists' use of companies' press releases.
In order to measure the effectiveness of each company's press releases,
the study, using an agenda setting framework, considered the number
and types of press releases against subsequent press clippings in
terms of length and content. Both quantity (number of column lines
and average articles per company) and quality (lead and point of
view) of newspaper coverage were examined. Supplementary explanatory
information was also developed through interviews with the reporters
who wrote the newspaper stories.
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