Public relations practitioners issues arising in the relationship between public. Relations Between Journalists and Public Relations Practitioners: Cooperation, Conflict and Negotation. Both public relations professionals and journalists can rally around the Naturally, the relationship between journalism and public relations is.
A new era in relations between journalists and PR professionals - Media Marketing
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.
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.
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. 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. But in the PR world, professionals are working for a client — they need to alter ideas and stories to the brand and communicate in a way that will interest the target audience. However, journalism must remain objective except on the opinion pages because it is reporting the facts and it must be reported on whether or not the journalist agrees.
Although negative correlations were observed, they were not statistically strong enough to confirm this hypothesis.
Journalism and Public Relations: What are the similarities and differences?
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.
Communication experts believe that the difference in attitudes is greater than it actually is. This should be somewhat worrying for PR experts, because one of their important roles in organizations is to monitor and properly assess the key public views toward the organization or issues important for the organization.
Unlike the PR experts, journalists predicted quite accurately the views of the other side. The only thing they miscalculated was the mark that PR experts gave to their own profession. Here they significantly overestimated. Congruence — comparison of attitudes of journalists and their predictions regarding attitudes of PR experts. Along with the online survey, the research involved individual interviews with 10 journalists, who have years of experience working in the media, on the subject of their views of the situation in public relations and journalism.
The interviews showed that journalists see PR primarily as media relations and that they have very little awareness of other areas PR experts deal with, or should deal with. As a major criticism of the work of PR experts, they highlighted lack of understanding of the media, lack of knowledge of the media industry, and ignorance of the profile of certain media, columns and journalists, as well as their lack of creativity and proactivity. Another problematic issue according to these journalists is the low position of PR experts in the organizations for which they work, and therefore not a fast enough or reliable enough source of information for journalists.
In public relations, the co-orientation model was used to explore different types of relationships, such as within an organization, between people and between the professions of public relations and journalism. The model includes three key variables that describe how distant or close the views of the two professions are.
Congruence is the degree of belief of each of the sides that the position or thinking of the other side is similar to their own. Accuracy indicates the extent to which the estimates of one side correspond to the actual positions of the other side, and agreement shows the extent to which the two sides actually share similar attitudes or agree on estimates regarding a common theme. To determine the degree of agreement, it is first necessary to measure the difference in the thinking of both sides.
The more significant the differences, the lower the level of agreement. Authors of the research: She is head of the specialist postgraduate studies Management of Marketing Communications, and co-author and editor of numerous scientific papers and books such as Media Relations and Public Relations Metrics: She graduated in mathematics at the Faculty of Science in Zagreb.