Journalism is a fourth estate . This perspective is more logical in Professor Cochran's opinion. Ninety percent of the businesses we work for will be Ethical Companies, but the media reports on the out of the ordinary business stories - not the norm. Activists Uses of Media Political Entrepreneurship , which is a way of engaging in Media manipulation. The orchestration of Newsworth Events , for example the Alar example.
Alar is a pesticide that shows up to some degree in all fruits.
The NRDC, an activist group against pesticides, was running low on money so they decided to get some media attention. Value of Good Press Good press can get you more investors . For example, before Aqua Penn went public their CEO worked hard to get the word out about their company which resulted in more investors. They are a substitute for individual contacts . They are substitutes for advertising .