Communication between cabinets and journalists through the web 2.0: the case of meneXtra.com

Abstract

The communication offices have seen extending the potentiality of tools used in their day to day work, nevertheless, a large part of their most common tasks keep on relying on traditional contact methods as the fax or the ordinary mail. In the frame of a research project funded by the Basque Government, this work proposes a study of the current digital environment of the relations between PRs and journalists. It emphasizes that there has bloomed an enormous quantity of distribution platforms of press releases in the network, but that there is no digital routes of call of events, so determinant in the agendas of the journalists. This paper proposes an approach to the original conception and design of a digital structure that could serve in the future to fill this gap; meneXtra.com.