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This article examines how practical journalism training and experience impact excellence in media relations.

June 18, 2026

Relationship between practical journalism training, experience and excellence in media relationsâ€™ practice

Key Points

This article examines how practical journalism training and experience impact excellence in media relations.
Conducted in-depth interviews to gather qualitative insights on media relations practices.
Analyzed the significance of prior journalism knowledge in enhancing public relations efforts.
Prior journalism training significantly improves the understanding and execution of media relations activities.
Experienced practitioners reported better outcomes in producing effective press releases and statements.

Abstract

Abstract This article discusses the relationship between practical journalism training, experience and excellence in media relations’ practice. Media relations are about the planned and sustained efforts towards ensuring lasting cordial relationship between an organization and the press. It is so significant that a greater percentage of public relations activities involve positive media publicity. Taking steps to enjoy goodwill and favourable media reportage is almost inevitable. Hinged on Harold Lasswell’s Model of communication; the paper focuses on the benefits of having prior knowledge of journalism, before venturing into media relations. The study adopted in-depth interview as a method. The study discovered that better understanding of mass media through prior practice before venturing into public relations confers some advantage in the production and distribution of public relations tools, particularly, press releases and statements. Key Words: Media Relations, Public Relations, Journalism, Mass Media JCMR Journal of Communication and Media Research, Vol. 14, No. 2, October 2022, pp. 62-68 © Association of Media and Communication Researchers of Nigeria (AMCRON). About the author *Chike Walter Duru, Ph.D., is an Assistant Professor of Communication and Multimedia Design, Department of Communication and Multimedia Design, School of Arts and Sciences, American University of Nigeria, Yola, Adamawa State, Nigeria Article Citation Duru, C.W. (2022). Relationship between practical journalism training, experience and excellence in media relations’ practice. Journal of Communication and Media Research, 14 (2): 62-68. Full Article Words: 4,454 Pages: 7 To access full article, click on download.

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