ABSTRACT
In the light of co-creation intentions and strategic mediatization, the traditional public relations process of pitching content to journalists is losing its dominance among media relations practitioners. This chapter reviews the phenomenon of media catching, that is, the reversal model of the journalist and newsmaker relationships in contemporary Russia. Using quantitative content and cross-lag analyses, this study defines interplay between media catching and agenda-setting. The units of analyses were reporter requests submitted through Pressfeed, the Russian media catching service, and stories published in the leading news outlets in Russia. The findings revealed a correlation between agenda on Pressfeed and news coverage for a half of the issues with confirmed influence of Pressfeed on saliency of issues.
