After looking at the relationship between journalism and public relations (PR) we analyze the impact of Internet on this interplay. A content analysis was conducted in order to investigate the utilization of the Internet for communicating corporate information -especially media relations - by the top Italian companies in the Mediobanca ranking lists. Analyses revealed that only 66% of Web sites have a dedicated press rooms where media content is centralized. The study shows that web-based corporate reporting in Italy is still in its infancy: lack of advanced technology such as RSS and corporate web blogs. News releases are the most frequently available materials, .
Media relation, Internet, content analysis, corporate websites, Italy
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