Mass Media And Public Relation

Mass media have been recognized as powerful instruments to mould public opinion. Therefore, various interests have tried to control them. The clash of interests always leads to tremendous pressure on the media and the media men. Besides the possibility of government pressure on media, often there is a clash of interest between media owners and media practitioners, advertisers and public relations men. Interests of media consumers may also clash with the interest of media owners and practitioners. This has led to the establishment of some statutory bodies and formation of several associations and councils to regulate, study, record and pursue interests of professionals of various categories.