Media relations between the hotel casino industry of Atlantic City, New Jersey and The Press of Atlantic City

This study fulfills four purposes. First, it is essential to gain a perspective of public relations and public relations practitioners, specifically those in the Atlantic City hotel casino industry, from the point of view of media representatives. Secondly, how do public relations practitioners view the relationship between their organizations and similar organizations with local media? Next, what can an organization's public relations practitioners do to foster and subsequently nurture positive relationships with media representatives and public relations practitioners? Lastly, what can a public relations practitioner do to move the relationship with media representatives, reporters and editors from mere media relations to that of the more powerful and effective key communicator?The author of this study came to several conclusion through the research conducted. He found that while public relations practitioners felt that relationship with the media is the most important element of media relations, the media representative disagreed. Also, organizations in the hotel casino industry of Atlantic City, New Jersey need to understand the value and role of an effective public relations department. And public relations practitioners should benefit from the implementation of a key communicators program.