You''ve Got Mail, but Have You Got Information?

Electronic mail is a medium of communication that is not new to media relations and journalism. However, the situations where it is used might be guided not only by requirements of the industry, but also by personal preferences of its users. This qualitative study analyzes the motives behind the usage of email by journalists when receiving information from public relations firms and organizations and the public relations practitioners who are working with print media. It bases its analysis on the four theories of media choice: The Media Richness Theory, Critical Mass Theory, Social Presence Theory and Social Pressure Theory and includes excerpts from interviews with more than 20 PR practitioners and journalists. It also tries to explain the reasons behind these motives and elaborate an effective way of using email in media relations.