Abstract
This study aims to research on the changing perception and importance attached to media relations by corporate houses and business journalists in India specifically Chennai - where traditionally media relations was never practiced professionally - where relations with the print or electronic media was limited to issuing denials and seeking distance (Sengupta, 2006), with the concept of a low-key profile. The study is based on in-depth interviews of communication managers of 13 orgnanisations and 10 journalists from print and television media. The findings could provide insights for academicians and researchers on the change in media relations practice and its effects on media reporting in emerging IT hubs in India and other similar regions in the world.
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