Media Relations Officers and Corporate Engagement with the Media

84 Pages Posted: 29 Sep 2023 Last revised: 3 Jan 2024

See all articles by Rachel W. Flam

Rachel W. Flam

London Business School

Emily Shafron

Texas A&M University - Department of Accounting

Nathan Y. Sharp

Texas A&M University - Department of Accounting

Brady J. Twedt

Texas A&M University - Department of Accounting

Date Written: January 2, 2024

Abstract

We survey 211 corporate media relations officers and conduct 12 follow-up interviews to examine the role media relations officers play in shaping public companies’ engagement with the media. Media relations officers indicate they are very involved in company messaging around mergers and acquisitions or changes in the senior executive team. We find that nearly one in four public companies hosts a quarterly conference call exclusively for members of the media in conjunction with the release of earnings, and media relations officers view The Wall Street Journal and LinkedIn as the most influential traditional media outlet and social media platform, respectively. Fewer than 30% of media relations officers believe that their company’s stakeholders have a very significant interest in the company engaging in the public conversation on social issues. Finally, media relations officers are far more likely to post on social media when their company announces positive earnings news compared to negative earnings news. Overall, our findings shed new light on the ways companies engage with the media.

Keywords: media relations, business press, social media, media strategy

JEL Classification: M40, M41, G14, L82

Suggested Citation

Flam, Rachel W. and Shafron, Emily and Sharp, Nathan Y. and Twedt, Brady J., Media Relations Officers and Corporate Engagement with the Media (January 2, 2024). Available at SSRN: https://ssrn.com/abstract=4570616 or http://dx.doi.org/10.2139/ssrn.4570616

Rachel W. Flam (Contact Author)

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

Emily Shafron

Texas A&M University - Department of Accounting ( email )

430 Wehner
College Station, TX 77843-4353
United States

HOME PAGE: http://https://mays.tamu.edu/directory/shafron/

Nathan Y. Sharp

Texas A&M University - Department of Accounting ( email )

4353 TAMU
College Station, TX 77843-4353
United States
979-845-0338 (Phone)

Brady J. Twedt

Texas A&M University - Department of Accounting ( email )

Mays Business School
College Station, TX 77843-4353
United States

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