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The purpose of the media is to inform people about current news and affairs around the world. The media’s responsibility is to report on things such as information, education, entertainment, advertising and connecting parts of society that are geographically divided. In addition, the media helps to form opinions and make judgments regarding various issues. It is the media which keeps the people updated and informed, allowing all individuals to gain insight and feel involved with what is happening in the world around them. William explains how “Defining what a ‘journalist’ is has become more complicated as the variety of media has expanded” (William, 2005). This idea stems from technological growth and a journalists’ successful interaction with PR practitioners to become a gatekeeper. It comes with considerable argument that PR practitioners distort factual information to news reporters in order to get their work published. It is essential that PR practitioners accept and understand the procedures that direct their firms’ activities and predict how their behaviour may impact their end result or those of their opponent. Therefore, this can make the selection process on what is to be published increasingly difficult for a journalist. As a result of technology, media releases from PR figures are endlessly landing in journalists’ message inboxes, in turn justifying why reporters feel bombarded at times. Despite Sokias’ belief that journalists and PR practitioners can work harmoniously together, he recalls his less-favourable encounters with a PR practitioner in the past. He describes these practitioners as ones who “won’t take no for an answer and continue to call…I feel you can only say no so many times before you decide to veto t... ... middle of paper ... ...lationship between the journalist and PR practitioner, ultimately seeing its’ outstanding success. Works Cited A.Hayes ,2007.Journal of Mass Media Ethics: Exploring Questions of Media Morality Volume 22, Issue 4. C.Hurley, 2006.Technology Reports. Vol. 43 Issue 5, p52-57. 5p. F.William, 2009. Nieman Reports., Vol. 59 Issue 4, p31-33. 3p. PRIA. 2013. Public relations. [ONLINE] Available at: http://www.pria.com.au/aboutus/what-is-public-relations/. [Accessed 01 April 14]. UTS Library. 2007. Australian Lunch Week, Sanirarium. [ONLINE] Available at: http://www.lib.uts.edu.au/gta/14119/australian-lunch-week. [Accessed 01 April 14]. UTS Library. 2006. Hilton Hotel . [ONLINE] Available at: http://www.lib.uts.edu.au/gta/14045/get-sydney-talking-launch-hilton-sydney. [Accessed 01 April 14]. WASHINGTON TIMES.2011. Washington Times, The (DC). Vol. 83 p2-2. 1.

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