Information Occasion In Journalism And In PR: Questions Of Terminology

Abstract

The notion of 'information occasion' is one of the basic notions in research works and the professional discourse of journalists and PR experts. We will consider various interpretations of the 'information occasion' term in journalism in Russia and other countries. Our objective is to compare its usage in different spheres for the purpose of its theoretic comprehension as a key notion in mass communications theory. Analysis of research literature on journalism and public relations helped us produce a continuous sampling of terms corresponding to or being synonymous with the 'information occasion'. Comparative analysis allowed to compare them and to establish the differences and concurrences of meanings. The method of classification made it possible to range approaches to the understanding of 'information occasions' as an instrument of journalism and public relations. Analysis of Russian and foreign research literature shows that Russian journalists and PR specialists use practically only one term -'information occasion'. The terms one that comes across in foreign sources include 'newsworthy event', 'newsworthiness', 'information subject', 'newsbreaks topicality'. Also, the essence of this term in journalism and public relations differs considerably. Given the current globalization of international activities and the prospective internationalization of the training of journalists, specialists in PR and integrated mass communications under dual programs, as well as the student exchanges, it is important to study and compare the different approaches in curricula and the contents of the education process and, in addition to it, the stocks of professional terms adopted in different countries.