Kristen Bantin's Blog

PR practitioners and journalism.. why is the relationship changing? March 29, 2012

Filed under: PRCA 3330 — kbantin @ 4:14 pm

Why do you think the relationship between Public Relations Practitioners and Journalists is the way that it exists today when the first PR Practitioners were those who had careers in journalism?

I think PR practitioners and journalists have the relationship they have today due to the competition out there. They both rely on eachother, but have different roles. Journalists write factual stories with the purpose to inform while PR practitioners write to advocate. PR professionals rely on journalists to write true, positive stories about their organization, but that is not always the case. Journalists sometimes write negative stories about products or organizations causing tension between the two groups. Journalists are doing their job though, and so are PR professionals. They do not want negative publicity for their client because it causes a negative reputation.

I think the reliance of PR is getting smaller, though has not been eliminated yet, due to newspapers dying off. Newspapers are not as popular as they use to be so PR professionals are having to rely on other forms of media and such to relay their messages and stories. PR is turning to social media networks such as Twitter and Facebook. These social media sights are popular today but one day these too will die off and PR will have to look at another way to spread their word.


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