The News Releases Values Evaluation of Public Relations Practitioners and the Audience
Keywords:
Public Relations, AudienceAbstract
The quantitative research on “the news releases values evaluation of public relations prac- titioners and the audience” aimed to compare the values of the news releases evaluated by the public relations practitioners and the audience. Four hundred self-reported questionnaires were collected form 200 PR practitioners and 200 audiences. The results showed that the value evaluation levels of all the fourteen issues of the news releases by the PR practitioners were all higher than the evaluation by the audience. Furthermore, thirteen out of the fourteen issues were significantly different. In the content category, “immediacy of the content” is the value of news that gained the highest evaluation from the audience while the practitioners evaluated “the benefits of the content toward the audience” to be the highest news value. Concerning the news writing and format of presentation, the audience evaluated “the clarity and easiness to comprehend of the content arrangement” to be the top of the news value while “accuracy of the language uses” gained the highest evaluation from the practitioners.
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