Onderzoeksartikel

Het persbericht en de journalist: de invloed van adjectieven op de bewerking van persberichten en de waardering voor de nieuwsbron

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Abstract

Organizations regard press releases as an excellent opportunity to get free and credible publicity in newspapers. The entrance to the newspaper’s pages are guarded by journalists. Bell (1991) claims that press releases satisfying journalistic conventions have a higher probability of being printed than press releases that do not satisfy these conventions. Shoemaker (1991) on the other hand, claims that such press releases might raise the journalist’s suspicion thereby decreasing the chances of being printed. Two press releases were manipulated by inserting adjectives that were either in accordance with journalistic conventions (e.g., Marrocan, long) or not (e.g., sensational, attractive). Journalists edited these press releases into actual articles. Afterwards they were asked to evaluate the organization responsible for the press release. The results showed that following journalistic conventions paid of: The press releases were less altered and the organization was rated more favorably compared to the press releases that did not follow the conventions.

How to Cite:

Hoeken, H. & Westbeek, M., (1997) “Het persbericht en de journalist: de invloed van adjectieven op de bewerking van persberichten en de waardering voor de nieuwsbron”, Tijdschrift voor Communicatiewetenschap 25(1), 3–16.