IMPACT OF PUBLIC RELATIONS OFFICES ON THE EDITORIAL POLICY OF DAILY NEWSPAPERS IN MONTENEGRO ON THE CASE OF PRESS RELEASES
Keywords:
public relations, influence, daily newspaper, press releases, Montenegro, parliamentary electionsAbstract
The basic hypothesis from which we start in this article is that the media in Montenegro, especially daily newspapers, are subject of the influence of department of public relations of various state institutions, political parties and NGOs. Specific hypotheses are that the press releases are used for the purposes of impact, and they are largely a source of information for the daily newspaper. In order to prove this assumption survey was conducted over a period of three months during the election campaign for the early parliamentary elections held in Montenegro in 2012, which includes four Montenegrin dailies: Pobjeda, Dan, Vijesti and Dnevne novine. In this article we used the method of description, content analysis, case studies and comparative analysis. After the introductory part with defining public relations, we will try to show the characteristic attitude of public relations offices with daily newspapers, to highlight those departments that are in Montenegro most often use as sources of information. Through a specifically created code list, we will analyze the predefined categories in order to obtain data which will examine the aforementioned hypothesis.
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