The Relationship Between Journalism and Public Relations

The relationship between journalism and public relations has been described as tumultuous. Hitchcock (2012) says there is a shifting dynamic between the two and has found that journalists are starting to become more and more reliant on public relations ‘(PR)’, while Jackson (2009) says that up to 80% of media content has come from a public relations source. In this instance, Evans (2010) says, “it is time to admit that the two disciplines of journalism and PR are two sides of the same coin and that there is now complete freedom of movement between them” (p?). FIND PAGE NUMBER

This essay will discuss the role of both public relations and journalism in the media, followed by an examination of the symbiotic relationship these two professions share. Differing views and issues surrounding the relationship will also be considered. Furthermore, media relations and new media technology will be examined regarding the tension between PR and journalism. A conclusion will then be summarized to support the idea that the relationship between public relations and journalism is symbiotic to an extent, however there are other factors also to consider when making such a statement.

The Oxford Dictionary (2012) defines the term symbiosis as ‘a mutually beneficial relationship between different people or groups’. In this case we are examining the relationship between PR and journalism and how they mutually benefit from their day-to-day dealings with each other.

According to Tench (2009), PR plays an important role in shaping the news by persuading other people to convey important messages to the organisations publics. This is done with support from media outputs and can also be described as ‘endorsement’. Furthermore, the PR practitioner should use sound media relations to gain editorial coverage in appropriate media channels. By doing this, Comrie (2007) elaborates that the organization’s reputation will impact positively by integrating a strategic plan in line with the

References: Bailey, R. (2009). Media Relations. Harlow, England; New York: FT Prentice Hall Davis, A. (2000). Public relations, news production and changing patterns of source access in British National Media. Media, Culture and Society, 22(1), 39-59. Evans, T. (2010). We are all in PR now. British Journalism Review 2010 21: 31 DOI: 10.1177/0956474810374531 http://bjr.sagepub.com/content/21/2/31 Gower, K. (2007). Public relations and the press: The troubled embrace. Evanston, IL:Northwestern University Press. Gregory, A. (2002). To Spin or Not to Spin? – The Ethics of Public Relations [Lecture]. Retrieved from Leeds Metropolitan University.  Grunig, J Jackson, S. (2009, May 4). PR driving up to 80pc of content. The Australian. Retrieved August 19th, 2012, from http://www.theaustralian.com.au Lewis, J., A Symbiotic. (2012). Oxford Dictionaries. Oxford University Press. Retrieved August 19th, 2012 , from http://oxforddictionaries.com/definition/english/symbiosis?q=symbiotic#symbiosis__3 White, J., & Hobsbawm., J