The impact of media relations on certain organizational and business performances: Serbian case

Abstract

© 2015 Elsevier Inc. This paper presents the results of research into the impact of media relations on certain organizational and business performances. The data were obtained using questionnaires completed by N= 394 middle managers from 123 companies in Serbia. To increase organizational performances, companies should pay close attention to modern media, as well as to the presence of the CEO in the media. To increase business performance, companies should pay considerable attention to both modern and traditional media, while the company's media presence has an advantage over that of the CEO.