| Abstract [eng] |
The purpose of this masters’ thesis is to analyze the peculiarities of public relations and new media interaction. The goals of this masters’ thesis is to define new media, to analyze the differences between new and traditional media and to define how new media developments influence public relations and new media interaction. In addition it aims to analyze how Lithuanian journalists consider the interaction between public relations and mass media, and whether or not they trust public relations particioners. This theme for the thesis was chosen because mass media has been recently been undergoing a change throughout the world as well as in Lithuania. Traditional mass media currently faces some of its greatest challenges and stands on the brink of crisis. The main reason for this challenge is rapidly growing influence of the internet and new technologies, which are developing very quickly and impacting upon original forms of media. The content of new media is created more often by the general public at large, rather than professional journalists. The old guard of information gatekeepers are rapidly disappearing as this technological march gathers pace. This situation is forcing public relations practitioners to change their traditional methods of communication as they continue seek ways to influence new media, also referred to as social media. In Lithuania the peculiarities of public relations and new media have not been well analyzed. The reason behind this is that new media is continuing at a rapid pace and public relations practitoners continue to regard traditional mass media as the primary means for disseminating information to its target audiences. The object of this thesis is to examine theoretical literature and publications, as well as considering the effect on, and ongoing role of, Lithuanian journalists. The method employed is the analysis and classification of theoretical literature and publications, and the utilisation of a journalists’ survey. This analysis has revealed that public relations has a considerable impact on mass media. The interaction between public relations and jornalists is growing, although journalists do not trust public relations practicioners and think they are working unprofessionally. Despite this fact, journalists use public relation practitioners’ material in their work. |
