Describe in some detail the key elements that define the interaction between marketers and media

What will be an ideal response?

Relationships, journalistic interests, and ethics are the key elements that shape the interaction between marketing and media professionals.

Journalists, bloggers and other media and non-media connectors are constantly searching for good story ideas. Lasting and productive relationships with these connectors are built on marketers' respect for them. This respect means treating connectors in a professional manner, especially respecting journalists' deadlines and time. Marketers need to be prepared and do their homework in order to pitch their ideas concisely to connectors. Ideas, of course, need to be newsworthy. Marketers also should consistently follow up their pitches and establish a reputation as a resource rather than an annoyance.

Some journalists have beats or special topic interests they pursue. When marketers know which journalists cover which beats, this will save them the embarrassment and wasted time of pitching story ideas to the wrong connectors.

News sources have to be credible in order to retain the trust of their audiences. If consumers believe that a journalistic enterprise has been unduly influenced by a firm or other outside force, then the public will tend to lose trust in that news source. Breaches of ethics can also have a negative effect on the reputations of companies and media firms, sometimes even ending the career of journalists. Journalistic independence - especially desisting from blurring the line between advertising and news - is crucial to maintaining a frank and open relationship between news media and consumers of news.