ABSTRACT
Almost every basic textbook on public relations talks about the significance of the relationship between the mass media and public relations. Newsom, Turk, and Kruckeberg (2000) advised that every public relations practitioner should establish a positive relationship with the media, which elicits “extra consideration when the institution he or she represents may be under attack” (p. 418). In their book entitled Media Relations, Howard and Mathews (2000) stressed the need to practice strategic media relations as part of an overall program of public relations and proposed several aspects of effective media relations such as the characteristics of a good spokesperson. Cutlip, Center, and Broom (2000) reiterated that working with the mass media is “a major part of many practitioners’ jobs” (p. 323).
