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Trends nelle media relations in Italia

Author

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  • Cinzia COLAPINTO

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, .

Suggested Citation

  • Cinzia COLAPINTO, 2008. "Trends nelle media relations in Italia," Departmental Working Papers 2008-019, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2008-019
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    More about this item

    Keywords

    Media relation; Internet; content analysis; corporate websites; Italy;
    All these keywords.

    JEL classification:

    • D89 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Other
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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