An Examination of the Impact of Canada’s Online News Legislation on the Public Relations Practice

This thesis aims to examine the impact that the Canadian Online News Act, Bill C-18, has on the public relations practice. Besides exploring the impact on the public relations practice, this thesis studies the impact of the legislation on news dissemination and consumption. The purpose of this thesis is to build a ground for further research and conversation about shifts in the Canadian public relations practice. The uses and gratifications theory is utilized to explore the relationship between news dissemination on social media and the personal needs of the audience. The research consists of the literature review, the comparative content analysis of the Online News Act and similar Australian legislation, the News Media and Digital Platforms Mandatory Bargaining Code, and interviews with Canadian public relations practitioners. The findings of the thesis emphasize the importance of adapting to a changing media environment, as well as client counsel and communication. Additionally, the implications of primary and secondary research findings highlight the need for further exploration, monitoring and conversation on the topic of the impact of the Online News Act on the public relations practice. Keywords: Bill C-18, news ban, Facebook ban, news bargaining, Australian news ban, Facebook and Canadian news, news dissemination on social media, social media news, Facebook, Google, Bill C-18 agreement