Explain the relationship between journalists and public relations practitioners

Journalism and Public Relations: What are the similarities and differences? | Allen Hall PR

explain the relationship between journalists and public relations practitioners

Relationships between public relations practitioners and the media should be what is considered proper in another country may be considered unthinkable in the The public relations pitch -- attempting to persuade a reporter to write on a . Public relations, or PR, practitioners and members of the media have roles that They learn what producers, journalists, columnists and popular bloggers want. The relationship between journalists and public relations practitioners is control held by one type of actor over what is a vital resource for the other group.

Journalists assess the PR profession with a higher rating than PR experts. Journalists are more accurate in their assessment of the opinions of PR experts than vice versa. Relations between journalists and public relations professionals have always been an issue that engages attention.

A new era in relations between journalists and PR professionals

Although undeniably interdependent and unavoidably based on cooperation, relations between the two professions have been complicated and difficult from the beginning. This has been confirmed by many scientific studies conducted worldwide.

explain the relationship between journalists and public relations practitioners

But the times and the environment are changing and we should expect a change in the relationship between these natural foes friends. The significant economic, sociological, technological and other changes that we are witnessing have a significant impact on these two professions, bringing new challenges for both.

The Relationship Between Public Relations Practitioners and the Media | Your Business

While trends in public relations are positive, at least globally, the journalistic profession is in a slightly different position. Scientific research conducted mid-year among Croatian journalists and PR professionals attempted to determine how much the times and current trends affect relations between journalists and PR experts, and how the understanding between the two professions stands today.

explain the relationship between journalists and public relations practitioners

An online survey included journalists and PR experts. Journalists who participated in the study generally report on economic issues On average, they have been practicing journalism for 15 years, and Among the PR experts, On average, they have been working in PR for 10 years and Journalists and PR experts are quite satisfied with their jobs.

A new era in relations between journalists and PR professionals - Media Marketing

On a scale of 5 where 1 is very dissatisfied, and 5 is very satisfiedthe mean score of satisfaction among the journalists was 3. Furthermore, both journalists and PR experts have a generally negative view of both professions. On a scale from 1 to 5 communicators gave journalism a mark of only 2. Public relations as a profession fared somewhat better.

The Relationship Between Public Relations Practitioners & the Media

Although negative correlations were observed, they were not statistically strong enough to confirm this hypothesis. The study also checked the validity of the hypothesis that greater dissatisfaction among communication experts with their own work results in a more negative attitude towards journalists, but in this case the correlation was positive the greater the satisfaction of communicators with their own work, the more positive their opinion of the pressbut the correlation was again statistically insignificant.

When it comes to the accuracy of the prediction of attitudes of the other side, journalists were more successful than PR experts. Audiences do not have the time to think hard about what is being handed to them — big words or confusing graphics are deterrents in maintaining an audience. Tell stories Arguably, the most interesting similarity between journalism and PR is that it both tell stories.

PR Replacing Journalism?

The passion a professional has for a subject drives the reason they are in the industry — it is what they enjoy doing. Finding and telling a good story is an accomplishment in many ways, both types of professionals feel vested in their work and it engages the reader or viewer, which is important to gaining and maintaining audiences.

  • The Relationship Between Public Relations Practitioners and the Media
  • Journalism and Public Relations: What are the similarities and differences?

Roles in a company At a news organization, usually employees have one role — for example, reporters will report, editors will edit and so on. News organizations serve one master- the public.

On the other hand, PR professionals serve many masters and can have multiple clients at one time.

explain the relationship between journalists and public relations practitioners

Although, this can vary depending on the situation, For instance, a professional at a television news station can wear many hats as an anchor, a reporter and an editor. The targeted or acquired audiences PR professionals target specific audiences in order to relay a message and build support for a brand, product or idea.

explain the relationship between journalists and public relations practitioners

On the other hand, journalism has an acquired audience — they do not need to specifically target any audiences because what they are publishing, the news, is of interest to the public. The freedom of expression or creativity Journalists often have more freedom to tell the stories they want because they are constantly looking for and pitching ideas.