AN EVALUATION OF PUBLIC RELATIONS PITCH IN A KNOWLEDGE DRIVEN ECONOMY

ABSTRACT

The project work aimed at ascertaining journalists exposure to public relations pitches, assessing it effectiveness in a knowledge driven economy, by identifying what medium and time journalists prefer to receive pitches and journalists level of responsiveness to PR pitch. This project attempts to present a framework, which would aid students and researchers understanding of its basis, through adoption of the survey research design. Data for this study was presented and analyzed using quantitative method, which facilitate the use of tables and percentages. Findings reveal that 75% representing the majority of the respondents agreed to be exposed to PR pitch, pitching activities have a positive effects on the organization, particularly in a knowledge driven economy, as it helps provide information about sales promotion, advertisements as well as crisis management, which invariably results in increase brand loyalty and Patronage, journalists engage in pitching activities either by sending or  receiving pitches and their choice of acceptability is based on creativity, media ethics and in-flow of other mails, thus has an inverse impact in the performance of advertisers. From the findings, the researcher concludes that- pitching activities have a positive influence on the attitude and perception of media personnel viz a viz journalists and advertisers. Therefore, the researcher recommends amongst others that practitioners of the profession, adhere to the media ethics of the medium they wish to send their pitches, advertisers should as a matter shock of importance, understand what medium and time journalists prefer to receive pitches.