Abstract
ABSTRACT Public relations practitioners and journalists need each other, but just how much are they willing to work together? This research uses one element of the coorientation model to investigate media relations in the travel and tourism industry. One hundred and twenty three travel editors and travel and tourism public relations practitioners indicated their level of agreement with 24 statements about the media coverage of the travel and tourism industry. The practitioners and journalists have similar attitudes toward the coverage of their field and are often on the same side of the issue. Statistically significant differences in the responses of the groups are more often due to the level of agreement, rather than major disagreement.
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