Journalism vs. PR: why can't we all get along

(photo from prethicaldilemma.blogspot.com)

Much has been written on the relationship between journalists and public relations practitioners. The fact is that the two groups have a mutually dependent, but also mutually cautious relationship. Most of what comes out in the press is dependant on the help of public relations practitioners to some extent. Whether a whole story is provided to a journalist in a press release or questions are answered or clarification given to journalists by public relations practitioners, the end product of what journalists produce is in some way influenced by PR. In the same way, public relations practitioners need the press just as bad, if not worse. The media, through the journalists, are the disseminators of information about the organization that the public relation practitioners work for.
Scholars, journalists and public relations practitioners alike have debate the degree of dependence, but most admit that dependence exists. “Journalists and public relations people have always had an ambivalent relationship. Simply put, there is mutual dependence, but also mutual caution and that doesn’t lead to a trusting atmosphere” (Falconi, 2007).
According to journalists and the press, public relations practitioners are always trying to spin a story to the advantage of their organization and are simply obstructions in the way of getting the answers they need from the important people who they really want to talk to.
On the other hand, many public relations practitioners are disenchanted by the way they are treated with suspicion by journalists who are distrusting of the information they are provided by practitioners. Those in PR may feel disappointed when stories come out, because the journalists they gave the information to may have twisted or left out information they may see as crucial to telling the whole story from the perspective of their organization.
What results is a cycle of distrust and disappointment that does nothing but widen the gap between the two industries. The aim for those researching the topic is to come up with a strategy to maintain a healthy balance in the journalism/PR relationship.
In addition to trust problems between the two, the increasing speed and growth of technology have also widened the gap between the two. When asked about the journalist/PR problem, current public relations practitioner and former business journalists Hope Heyman responded by saying she thinks “it’s becoming a more distant relationship, at least for PR people working for agencies, with fewer face-to-face meetings or even phone calls as both PR practitioners and journalists communicate exclusively via e-mail” The disenchantment between the two groups hangs heavily on the fact that both parties see the other as less ethical. The perceived ethic division between the two may grow to be a bigger problem as new media progresses and the lines of journalism and PR are blurred.

Links:
http://www.louisvillehardcore.com/steakcharmer/2008/06/public-relations-and-journalis.html

http://www.prconversations.com/?p=245

http://weblogs.jomc.unc.edu/talkingbiznews/?p=2096

http://www.deirdrebreakenridge.com/2009/04/social-media-changes-pr-and-journalism/

http://blog.news-record.com/staff/jrblog/2007/02/pr_does_not_hav.shtml

http://www.ereleases.com/prfuel/strengthening-the-relationship-between-public-relations-and-business-journalism/

http://www.ereleases.com/prfuel/maintaining-a-healthy-balance-in-the-public-relationsjournalist-relationship/

http://www.poynter.org/content/content_view.asp?id=156713&sid=32