| Abstract: |
Media relation is a critical component of public relations activity. It involves a two-way communication between an organisation and the operators of mass media for the purpose of employing the appropriate communication technologies to enhance image making. This paper highlights the evolution and impact of the new media technologies on media relations practice in Nigeria. It is basically a literature review, using secondary data and some theoretical assumptions to make deductions about how the new media technologies influence the interactions between public relations officers and mass media operators in Nigeria. The theory used was the technological determinism theory. While the paper understands that the new media technologies present fresh challenges to media relations practice in Nigeria, it, however, argues that there are, as well, new prospects inherent in the emerging media technologies. The paper recommends that public relations practitioners should be properly trained and technically equipped to be capable of harnessing the potential of new media technologies, if they are to build good image and high reputation for their organizations. |
