The Media as an Integral Part of Public Relations Practice.

Abstract

The media and media relations are componets of communication studies, including the process of public relations practice.This paper therefore, examined how public relations experts could work in hands to hands with the media and the extent and importance of the relationship in the practice of public relations (PR ) .Three objectives were formulated . The theories used were Framing, Third Person Effect,Technological and Cultural Determinism theories.Survey design including a focus group discussion helped in the data extraction.The population of the involved communities was put at 10,562 while the sample size was 722.Two public relations experts and two media persons were used for the focus group discussion.The study found out that in public relations practice, media team and media relations are key, impacful and very important to public relations practice. It recommended that entrepreneurs should invest in public relations and media indusrties inorder to harmonize and creat a very good working environment for both professions. Organizations should be able to effectively develope and equipe their public relations department with modern communication gadgets and technology for effective and good quality performance. The media and public relations professionals should practice in accordance to global standards and avoid misinformation and fake news.