The Turncoat Phenomenon: Role Conceptions of PR Practitioners Who Used To Be Journalists

Abstract

For a long time, Dutch parliamentary journalists have shown an interest in migrating to the "other side" and becoming political PR professionals or spokespersons. The Dutch term used by journalists for colleagues who make this switch is "overloper" (turncoat). It is a term with a clear negative connotation, which says a lot about how journalists view the field of public relations. The relationship between journalism and public relations has received much academic attention, revealing a rather strong antagonism. Research also shows an increased blurring of boundaries between the two professions. However, there is little research on the lived experience and role conceptions of former journalists who now work in public relations. For our study, we interviewed eleven "Turncoats". Our research focussed on their perception of their past profession as journalist, their motivation to switch to public relations and their views on the relation between public relations and journalism. We found that both intrinsic and extrinsic motives played a role in their career switch. Most notably they construct a permeable boundary by importing journalistic skills and roles in their new profession. They also have clear opinions on what those boundaries should be and are critical about the current state of journalism.

The blurring line between freelance journalists and self-employed media workers

“…In their last paragraph under the heading ‘Types of Work’, they mention some of the other jobs performed by freelancers, such as copy editors and photographers, adding that the freelancers ‘should expect to take public relations (PR) assignments at some point in their self-employment career’ ( 2018 : 7). With this statement Massey and Elmore echo the customary binary of journalism and public relations ( Fröhlich et al, 2013 ; Kester & Prenger, 2021 ), but do not take up the now more common instances of sponsored content or advertorial writing ( Carlson, 2015 ; Coddington, 2015 ; Serazio, 2021 ).…”

A move to the bright side? When journalism is invited into internal communication

“…Autonomy is a key element of journalists’ self-concept (Kester and Prenger, 2021). In line with former studies, the respondents knew what they could communicate about and what they could not (e.g.…”

“…They can select their own stories and present them in the way they want to (Deuze, 2005;Hallin and Mancini, 2004;Kovach and Rosenstiel, 2021;Mellado, 2021;Anderson and Schudson, 2019;Waldenstr€ om et al, 2019). The decrease in autonomy is perceived as especially problematic when journalists move to the "dark side" (Kester and Prenger, 2021). In a study on journalists working in public relations, Koch et al (2020) identified three types of brand journalist self-concept, namely quasi-journalists, hybrids and corporate writers, finding that some of the respondents maintained a strong journalistic self-concept while others did not.…”

“…They can select their own stories and present them in the way they want to (Deuze, 2005; Hallin and Mancini, 2004; Kovach and Rosenstiel, 2021; Mellado, 2021; Anderson and Schudson, 2019; Waldenström et al ., 2019). The decrease in autonomy is perceived as especially problematic when journalists move to the “dark side” (Kester and Prenger, 2021). In a study on journalists working in public relations, Koch et al.…”

“…Journalists moving into corporate communication have for many years been seen as a move to the "dark side" (Macnamara, 2012(Macnamara, , 2014. They have left an honorable profession as journalists to become traitors, defectors or turncoats (Kester and Prenger, 2021). The negative connotations are clear, and the purpose of this article is to explore whether it is time to revise this perception.…”