PROTOCOL JOURNALISM

Protocol Journalism

Abstract

There is an increasing interest about the ways in which the public relations field can contribute to democratization and civil society initiatives. Some scholars see enormous potential for public relations by non-governmental organizations (NGOs) to help get important social issues on the public agenda in transitional nations while other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice. One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of my study is to explore how the political relations-media relationship contributes to civil society development in Kosovo. In this context I have designed interviews with media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of the public relations function in building civil society in Kosovo. The implications of protocol journalism for media development and public relations credibility will be discussed(Akinfeleye, 1997)(Akinfeleye, 1997).

Table of Contents

ABSTRACT2

CHAPTER ONE: INTRODUCTION4

Background4

Purpose5

Research question5

Hypothesis6

Significance of the study7

CHAPTER TWO: PROPOSED LITERATURE REVIEW8

Literature Review8

Media Standards for Kosovo8

Theory11

Information subsidy relationships in transitional nations12

CHAPTER THREE14

PROPOSED METHODOLOGY14

The key informants16

Interview procedures17

REFERENCES18

Chapter One: Introduction

Background

The media sector in Kosovo has made remarkable progress in its transition from a state-run1 to a market-oriented free press. From the post-conflict emergency phase in 1999, substantial levels of donor assistance and a relatively open regulatory environment led to a proliferation of outlets. By 2001, the number of independent electronic broadcasters had reached saturation level2 but subsequent reductions in donor assistance and a weak advertising market has started a process of market-based consolidation.

While there is much promise in exploring how public relations can and does contribute to nation building and development, there are also some concerns ([Dutta-Bergman, 2005a] and [Dutta-Bergman, 2005b]). Dutta-Bergman has argued that civil society programs by Western non-governmental organizations only serve to continue a top-down “colonializers to colonized” relationship. These Western countries, through their no so benign humanitarian agencies such as the United States Agency for International Development (USAID) and the British Department for International Development (DFID), are actually still dictating how those in the “sub-altern” should behave ([Dutta-Bergman, 2005a] and [Dutta-Bergman, 2005b]). This line of research views public relations as perpetuating continued domination of the sub-altern.

Purpose

The purpose of my research is to explore how the political relations-media relationship contributes to civil society development in Kosovo.

Research question

The region of Kosovo makes an interesting study of relationship between public relations and the media in order to better understand protocol journalism. Kosovo is no longer part of Yugoslavia nor is it part of Serbia. It declared independence from Serbia on Feb. 17, 2008 and is one of the largest recipients of international humanitarian aid from dozens of international non-governmental organizations (INGOs), local non-governmental organizations and media training organizations. Everything about Kosovo is transitional.

In such a time of uncertainty, public relations practitioners have an important role to play. It should be noted that public relations is not as much a business ...