Public Relations Essay

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The interrelationship between public relations practitioners and journalists has always been a highly topical area of debate between professionals practicing in the news media industry. Journalists generalise public relation practitioners as ‘spin-doctors’, who lack values, integrity and principles. On the other hand Public relations practitioners advocate how journalists today are lazy and absent of originality. However through examination, it is clear both professions are reliant upon one another in assembling and distributing information to their targeted publics, thus causing conflict between the two fields. It is clear that how the interrelationship between the two practitioners is of symbiotic nature. Through exploring the relationship from the viewpoint of practitioners in the industry, this essay will contrast the ethics and principles between the two practitioners, discuss the role of ‘the gatekeeper’ and the influence of digital revolution to exemplify the co-dependence and reciprocal connections between journalism and public relations. To understand the co-dependence between the two industries; it is necessary to discuss the opinions and perspectives from two elite practitioners through recently conducted interviews. Interviewees’ Dan Hutton, director and publisher of Sydney’s eastern suburbs ‘The Beast’ sport and lifestyle magazine and Kristy Wilson, the well-respected publicity manager for Channel Ten.
The relationship between journalists and public relation (PR) practitioners is a “love- hate” relationship, one which is mutually beneficial yet full of tension (DeLorme and Fedler, 2005). Both practitioners share a common role, in that they both seek to satisfy the public with information through various mediums. Ms....

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... share a similar interest of delivering information to the press. Through conducting the interviews with Mr Hutton and Ms Wilson it clear to see how media and public relations practitioners engage with one another on a regular basis. By examining the ethical principles of both practices it could be highlighted that both fields must comply with a set of morals and values again underpinning how both practitioners are expected to act in a principled way. Evidence also demonstrates how the evolution of web 2.0 has influenced change between media relations however emphasizes a prominent need from both practitioners to adapt efficiently to these changes to ensure both fields are not harmed. In conclusion, as evidence suggests there is a need for practitioners to work together in a professional and mutually beneficial manner to achieve their individual responsibilities.

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