ABSTRACT
The source-journalist relationship has often been described as resembling a dance, which “takes two to tango.” This symbiosis can be empirically examined in the context of business journalism as corporate public relations and journalists engage with each other from the early stage of news production. Drawing from a series of national surveys of business journalists, we offer greater insight into the role of media relations and corporate communication efforts in shaping news coverage. Furthermore, this study provides specific recommendations on how to improve the quality of media relations in the business beat. With seismic shifts in stakeholder expectations around business and society being underway, PR professionals and business journalists would be well served to learn to dance better together.
