This essay will discuss the role of both public relations and journalism in the media, followed by an examination of the symbiotic relationship these two professions share. Differing views and issues surrounding the relationship will also be considered. Furthermore, media relations and new media technology will be examined regarding the tension between PR and journalism. A conclusion will then be summarized to support the idea that the relationship between public relations and journalism is symbiotic to an extent, however there are other factors also to consider when making such a statement.
The Oxford Dictionary (2012) defines the term symbiosis as ‘a mutually beneficial relationship between different people or groups’. In this case we are examining the relationship between PR and journalism and how they mutually benefit from their day-to-day dealings with each other.
According to Tench (2009), PR plays an important role in shaping the news by persuading other people to convey important messages to the organisations publics. This is done with support from media outputs and can also be described as ‘endorsement’. Furthermore, the PR practitioner should use sound media relations to gain editorial coverage in appropriate media channels. By doing this, Comrie (2007) elaborates that the organization’s reputation will impact positively by integrating a strategic plan in line with the
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