Media relations in Catalonia: A co-creational approach

Using as a basis the FAPE 2006 report, compiled by the Spanish Federation of Journalists' Associations, we offer journalists' assessment of their relationships with public relations professionals in the Autonomous Community of Catalonia (Spain). We analyzed quantitative interviews (questionnaires) and in-depth, conducted with 68 Catalan journalists regarding their relationship with public relations practitioners and investigated their assessments of information subsidies and contact preferences. We observe that Catalan journalists demand professional standards which are distanced from the one way practice of public relations practitioners, and consequently closer to the co-creation- al approach to public relations. Needs which are not so obviously found in similar research conducted in other countries