The dawn of a new golden age for media relations?

Deep strategic mediatization: Organizational leaders’ knowledge and usage of social bots in an era of disinformation

“…In this context, they refer foremost to media relations and the necessity of media coverage. However, focusing on broader perspectives like new concepts of content creation and delivery, Zerfass et al (2016) refer to new digital media strategies that "blurs what used to be constitutive borders between advertising (paid publicity) and media relations (earned publicity), mass media, and other noncore media organizations, who are creating content either as sources or multipliers" (p. 502). They focus on the one hand on the new paradigm of strategic communication by discussing the blurring boundaries between "the traditional communication disciplines in organizations" (ibid.).…”

“…They argue that media today is highly interwoven in all kinds of social processes and therefore constructions of reality are impacted by the "latest wave(s) of digitalization and datafication" (p. 34). Based on this idea, Zerfass, Verčič, and Wiesenberg (2016) introduced the concept of strategic mediatization to describe new forms of mediatized content strategies, especially in corporate communications. However, with highlighting deep mediatization, Couldry and Hepp (2017) refer to the advanced spread of digital media and vice versa to the fact that the social world "very deeply relies on these technologically based communication media" (Hepp et al, 2018, p. 6).…”

Strategic Communication across Borders: Country and Age Effects in the Practice of Communication Professionals in Europe

“…The process through which media became more and more important and influential in society is often called mediatization (e.g., Strömbäck & Esser, 2014). The social process of mediatization and the development of media technology has also changed the way organizations communicate considerably in the last decade (Zerfass, Verčič, & Wiesenberg, 2016). Organizations can no longer only rely on the traditional mass media to get their messages across and reach their stakeholders.…”

“…Strategic communication of organizations is purposeful, planned, and managed. The use of (mass) media has always been at the heart of the profession Verhoeven, 2016;Zerfass, Verčič, & Wiesenberg, 2016). Today, this is often a combination of traditional mass media (hereafter mass media), social media, and media that are produced and owned by organizations themselves .…”

Agile Content Management: Strategic Communication in Corporate Newsrooms

“…In addition, stakeholders need representatives to connect and interact with reliably. The news media is still an important force to reckon with (Zerfass et al, 2016), and, not to forget, the integration of communication has been a conceptual and practical endeavor for decades, even before the advent of social media and user generated content. Integrated marketing communications (IMC) postulated the necessity of integrated programs and processes in corporate communication in the 1990s (Duncan & Caywood, 1996;Schultz et al, 1994).…”