Trends nelle media relations in Italia

Cinzia Colapinto ()

Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano

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, .

Keywords: Media relation; Internet; content analysis; corporate websites; Italy (search for similar items in EconPapers)
JEL-codes: D89 M39 (search for similar items in EconPapers)
Date: 2008-06-19
New Economics Papers: this item is included in nep-cul and nep-soc
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Persistent link: https://EconPapers.repec.org/RePEc:mil:wpdepa:2008-19

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