Research Goals

In detail, the study is geared to the following aims defining our research:

• Assessment of the functional differences and permeabilities between the professional roles of journalists and PR-Managers in the participating countries;
• Identifying the motives and goals of communicative acting of journalists and PR-Managers and their dependence on national communication culture;
• Comparison of the self-image of journalists and PR-Managers in relation to the outside-perception the other communicator-group has;
• Identification of problems of credibility within professional communicators;
• Self-evaluation of communicative acts by PR-Managers as well as evaluation of these acts by journalists;
• Analysis of the role morals and professional ethics play for professional communicative action as an element of a national and /or European style of communication;
• Comparison between journalists’ and PR-Managers’ crisis communication;
• Exploration of the value orientation of professional communicators against the background of general value systems in society;
• Measuring of attitudes of professional communicators in the participating countries on Europe and the European unification process.