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This chapter explores the dynamic at play between public relations practitioners and journalists. The public relations people we interviewed notice news personalization gradually appearing in mainstream news sources, and that the move toward personalized content is being fueled by journalistic outlets’ concerns about shrinking audiences. They also pointed out that news personalization plays a role in how they attempt to build relationships with journalists, as well as how they are able to help shape the final news story.

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Personalized Communication and the Role of Public Relations

  • 章节

  • 发表日期：

    2025年

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  • Kirsten Johnson,
  • Burton St. John III

摘要

This chapter explores the dynamic at play between public relations practitioners and journalists. The public relations people we interviewed notice news personalization gradually appearing in mainstream news sources, and that the move toward personalized content is being fueled by journalistic outlets’ concerns about shrinking audiences. They also pointed out that news personalization plays a role in how they attempt to build relationships with journalists, as well as how they are able to help shape the final news story.