As journalists become increasingly reliant
on public relations practitioners the once large gap between the diverse and
occasionally opposing professions appears to be fast reducing. The relationship
between the two is a complicated one, with both sides vying for public
attention. This often results in opposing angles that divide public opinion.
However as the gap between each profession closes the differences become harder
to pinpoint.
This very relationship is the topic of much
discussion with the work conducted by PR practitioners a heavily used source
for journalists. The relationship and transition of material between each side
is ever growing. In fact a study by the Australian Centre for Independent Journalism
and the independent news organisation Crikey.com found that nearly 55 per cent
of stories were ‘driven by some form of public relations – media release,
public relations professional.
However, research suggests that a large
majority of journalists strongly deny using the work of PR practitioners and in
fact dismiss it as ‘spin’. Jim Macnamara, University of Sydney Communication
Professor, believes that “when practiced ethically, public relations is simply
another source of information” and that the existence of such stereotypes
denies this truth.
As traditional news media goes through a
period of change, journalistic roles are in decline. Journalists are often
resorting to editing and proofreading media releases, then churning them out as
news stories, in order to meet deadlines and maintain reader retention. The
number of journalist that actively go after and pursue the work of PR practitioners
could steadily be on the rise.
Journalists have a responsibility to the
public whilst PR practitioners have their client’s needs in mind. However both
parties have a wider ethical and moral obligation to the public. It is because
of this that the relationship, if utilised effectively, may flourish in the
future. Ultimately, for PR practitioners, trust and a positive relationship
with both the public and the journalists they work closely with is paramount. This ideal is of key importance
if the relationship between each profession is to be mutually beneficial.
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