Journalism–PR relations revisited: The good news, the bad news, and insights into tomorrow's news

Abstract

Extensive research over the past 100 years has shown that the interrelationship between journalism and PR is tensioned and paradoxical, with negative perceptions of PR among journalists and trivialization and demonization of PR as 'spin' contrasted by claims of 'symbiosis' and evidence that 40-75 per cent of media content is significantly influenced by PR. However, studies have been predominantly quantitative and most predate the recent 'crisis in journalism' and rapid growth of new media formats. This article reports in-depth interviews with senior editors, journalists and PR practitioners in three countries that provide new insights into journalism-PR relations today and identify trajectories for future research, education and practice.

Show me the money: how bloggers as stakeholders are challenging theories of relationship building in public relations

“…In fact, there have been more than 200 studies on the relationship between journalists and PR practitioners (Macnamara, 2014). Historically, in the recent past, and still today, PR practitioners' interactions with journalists and mainstream media were seen as about building relationships, certainly, but with one clear objective -to gain positive coverage for an organisation.…”

Hyperlocal Journalism and PR: Diversity in Roles and Interactions

“…Various researchers describe the interaction between journalists and PR practitioners as a field of tension (DeLorme & Fedler, 2003), as paradoxical and uneasy one (Macnamara, 2014;Koch, 2016), featuring as it does mutual dependence and mutual distrust (White & Hobsbawm, 2007) and often described as a lovehate relationship. On the one hand, as an instrument of PR, the practitioners communicate and advocate the particular interests; on the other hand, they resemble journalistic publications from which readers expect critical, unbiased, and objective reporting (Koch, 2016).…”

The dawn of a new golden age for media relations?

“…As a consequence, managing content and developing new content strategies has emerged as a persistent challenge for journalists, public relations practitioners, and marketing communication people alike (Abel & Bailie, 2014;Andersen, 2014a;Bailie & Urbina, 2013;Hallahan, 2014;Macnamara, 2014a;Rockley & Cooper, 2012;Schrock, 2015). Content management (CM) tries to integrate organizational and user-generated content as well as all content produced in an organization (Andersen, 2014a).…”

“…Even though scholars from public relations (Hallahan, 2014;Macnamara, 2014a;, marketing communication (Didner, 2015;Pelsmacker & Neijens, 2012;Scott, 2013;Wouters & Pelsmacker, 2011), and content management (Andersen, 2014a;Batova & Clark, 2015;Clark, 2007;Hart-Davidson, 2010;Rockley & Cooper, 2012) concentrate on describing these phenomena, it is important to note the absence of published research on content strategy, content marketing, and other concepts such as brand journalism and native advertising (see Table 2). Both Macnamara (2014b) and Hallahan (2014) provide an overview of different instruments used for content strategies, which are responsible for blurring the boundaries between editorial media content, advertising, and publicity/media relations particularly visible in transaction media enterprises (Altmeppen, 2015;Macnamara, 2014b, p. 210).…”

“…Facebook posts). Organizations also produce newsworthy content that promotes brands by using journalistic skills (brand journalism) (Brito, 2013;Bull, 2013;Hallahan, 2014;Macnamara, 2014a). This blurs boundaries between journalism, public relations, and advertising (Hallahan, 2014).…”