Voyage of Discovery - Why the Diversity within European Journalism Presents Unique Challenges for Communication Professionals

Communications Director, No. 2, pp. 72-76, 2008

6 Pages Posted: 5 Aug 2008 Last revised: 2 Mar 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Date Written: July 28, 2008

Abstract

Despite the growing political and economical importance of the European Union, there is still no such thing as a European public. Media and journalism systems across Europe vary greatly, which creates a huge theoretical and practical challenge for public relations professionals. In his five step introduction to this problem, the author examines the similarities and differences between various different European countries in several contexts. He begins with the standard general context, touching on social and political aspects, before moving on to look at the structural context facing media institutions. He progresses to look at the degree of similarity between journalists in different European countries, before presenting one attempt to group the differences between countries in an analytical model. The conclusions aim to help public relations and communications professionals in Europe consider how to approach more strategy oriented practice.

Keywords: journalism, PR, Europe, communications

JEL Classification: Z00

Suggested Citation

Sievert, Holger, Voyage of Discovery - Why the Diversity within European Journalism Presents Unique Challenges for Communication Professionals (July 28, 2008). Communications Director, No. 2, pp. 72-76, 2008. Available at SSRN: https://ssrn.com/abstract=1183962

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

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