The Relationship Between Journalism and Public Relations

The dealinghip surrounded by journalism and unrestricted traffic has been find outd as tumultuous. Hitchcock (2012) says in that location is a shifting propellant surrounded by the two and has undercoat that journalists argon starting to become more(prenominal) and more reliant on public relations (PR), while capital of Mississippi (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 be two sides of the same coin and that there is now complete exemption of movement mingled with them (p? ). FIND PAGE NUMBERThis essay leave dissertate the role of both public relations and journalism in the media, followed by an examination of the symbiotic family these two professions sh ar. Differing views and issues surrounding the family will similarly be considered. Furthermore, media relations and new media technology will be examined regarding the tension between PR and journalism. A conclusion will thusly be summarized to support the idea that the relationship between public relations and journalism is symbiotic to an extent, however there atomic number 18 stresser(a) itemors also to consider when making such a statement.The Oxford Dictionary (2012) defines the term mutualism as a mutually beneficial relationship between contrary community or groups. In this case we ar examining the relationship between PR and journalism and how they mutually earn from their day-to-day dealings with for each one other. gibe to tench (2009), PR plays an important role in do the intelligence activity by persuading other people to convey important messages to the organisations publics. This is make with support from media outputs and place also be described as blurb.Furthermore, the PR practiti starr should use sound media relations to gain pillar reportage in appropriate media valleculas. By doing this, Comrie (2007) elabor ates that the organizations spirit will impact positively by integrating a strategic plan in line with the companys mission. Journalists in the media ar wary of public relations practitioners, irrespective of the fact that they deal with them daily. According to snow-clad and Hobsbawn (2007) they view PR practitioners as ambiguous sources to deal with and are often cautious and wary of whether the development given could be misdirect or deceptive.Furthermore, Callad (2007) says that journalists gut reactions to PR in world-wide are almost immediately related to specific PR people in which they may take a leak had a bad experience with, kinda of the response to the profession its self. This type of stereotyping is a typical occurrence in their professional relationship. The relationship between PR and journalism is seen to mutually benefit both parties. Edward Bernays (in Evans, 2010) talks of the crucial importance of the press. This is because newspaper c all overage can tr anslate social ideas into facts, which in turn can influence the simplytocks publics of an organisation.Jackson (2009) also supports the idea that there is a symbiotic relationship of or so kind existing between PR and journalism by face PR is a fact of life. Journalists should recognize it as an important channel (p2). Jackson then elaborates on the role of PR by stating that there is a really significant amount of PR material in the media and that therefore plays an important role in news making. Furthermore, Grunig and Hunt (in Tench, 2009) underwent a subject in 2000 that indicated PR sources are responsible for around half(a) of the news printed in newspapers.Press discontinues sent out by the Press tie-up are wantly to include contri only ifion from practitioners. (Mersham et al,. 2009) says that both sport and non for profit charities use emotional content in the promotion of their organisation, which in turn appeals to media outlets. These situations support the i dea of symbiosis between PR and journalism, as journalists like to run stories with high emotional content, which will then in turn generate positive publicity for the organisation.Many journalists dont like to admit that they do rely on PR in one guidance or another and unfortunately in this day and time, journalists are pushed for time as media channels learn rapidly increased and budgets have been tightened. Because of this, little time is left for journalists to investigate stories independently. (Lewis et,. al 2008) found that up to 60% of stories coming from either articles or broadcast news contained elements of pre publicity. This can be described as a press release being regurgitated by a journalist into a news story, with very few facts missing.Callard (2011) further describes the symbiotic relationship that is evident between PR and journalism. These two professions interact with each other daily for the production of news. PR practitioners provide journalists with a su ggested story and information shaped in the way they would like it to be publicized in a specific media channel. Moreover, journalists then request information and sources from PR practitioners that may aid them in growth a story for the public. Although this seems both parties mutually benefit from each others presence, it doesnt come without its controversies.Issues with credibility of both PR practitioners and journalists are said to always exist. Journalists should only post stories of interest to the audience, while PR practitioners should use media relations to get print or broadcast coverage without interference from the owners of the publication. (Tench, 2009) agrees with this by saying that these current priorities of confliction are said to describe the tension that exists between the agendas of these two competitors. Similar views are expressed such as (Mersham et al. 2009) with just about journalists and PR practitioners seeing each other as allies, but are more freque ntly seen by each other as the enemy or people that they cannot trust. In saying this, PR practitioners are also wary of journalists. Gregory (2002) says that PR practitioners have a responsibility to keep a considerate distance between themselves and journalists but continue to provide them with material that reflects the lawfulness. Moreover, we see that they continue to wee a symbiotic relationship in relation to the cut back they do, but whether they value each other on a personal train is very much debatable.According to (Davis, 2007) journalism traditionally was seen to hold power over PR as they had control over what was to be published. Due to cutbacks in resources and the continuing change in media channels, PR material and sources have essential which is resulting in a change over who holds that power. Moreover, Greenslade (2003) argues that this causes tension in the relationship as journalists like to think they are more powerful and rather believing that PR can be nefit them, they feel conflicted to use positive, utile sources of materials that PR practitioners provide them (Haller, 2007 Tilley & Hollings, 2008).Media relations mustiness be understood as less about breaking news, and more about tactical work that is going to target the key stakeholders of your organisation. Gonring (in Comrie, 2007) suggests that it is also about learning to strategize and superintend press coverage to shape the opinions of important constituents (p63). To put more simply, Tench (2009) mentions that we can view media relations as a relationship between an organisation and the press. The skilled practitioner needs to make sure they form sufficient relationships with journalists so that accurate, effective stories can be contractd.This is important for both parties as White and Hobsbawm (2007) say mutual exchange of information between these two groups of information gathers and providers is necessary, and not a matter for disapproval (p290). naked as a ja ybird media developments are having an impact on both professions and the symbiotic relationship they share. White and Hobsbawm (2007) mention that journalism is to a great extent dependant on PR sources regardless of their personal relations and therefore more demands are needed to produce new and exciting material for new channels of media. The phenomenon of social media is changing the way we communicate.Because of the social aspect of new media, practitioners can present information that individuals can talk directly to each other and find truth themselves. There needs to be a more realistic accession to the relations between PR and journalism, as they may not make the same interests, but they face the same threats and the context in which they range is the same. The main points outlined higher up demonstrate that a symbiotic relationship between PR and journalism does exist. It is evident that both professions require some kind of reliance on each other.In saying this how ever it must be considered that although some symbiosis occurs, it doesnt come with out interrogatory from both professions. White and Howsbawm (2007) elaborate by saying journalists are heavily dependant on PR practice in spite of the fact the views they hold of them. Media relations also contribute to the love-hate relationship in which they share, but also the need of each other for the growing world of technology. The above views suggest that although the relationship between PR and journalism is symbiotic, it is also seen as unstable, and that is not likely to change in the near future.References Bailey, R. (2009). Media Relations. Harlow, England natural York FT Prentice Hall Callard, H. (2011) Attitudes and perceptions of newspaper journalists towards public relations practitioners in New Zealand. 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PR driving up to 80pc of content. The Australian. Retrieved August 19th, 2012, fromhttp//www. theaustralian. com. au Lewis, J. , A. Williams. , B. Franklin. , J. Thomas. , and N. Mosdell (2008). The fee l and Independence of British Journalism, Cardiff School of Journalism, Media and Cultural Studies. Report found at http//www. cardiff. ac. uk/jomec/research/researchgroups/journalismstudies/fundedprojects/qualitypress. html Mersham, G. M. , Theunissen, P. , & Peart, J. G. M. (2009). Public