Journalism and PR: Exploring the Interrelationship and Interdependencies Through In-Depth Qualitative Research

Project Member(s): Macnamara, J.

Start year: 2013

Summary: Many editors and journalists maintain a `discourse of denial' in relation to public relations, claiming that they use little or no information provided by PR practitioners. However, extensive research has shown that PR exerts a significant influence on editorial media agendas and content. Studies from before World War I to recent research published by the Media Standards Trust in the UK show that from 30 to 80 per cent of the content of editorial media is provided or influenced by PR, with estimates of 50-60 per cent common. This study explores how such a contradiction be explained - that is, journalists claiming that they do not use PR material, while statistics incontrovertibly show that they do? Using in-depth qualitative methodology (interviews with both journalists and PR practitioners) this study explores how both journalists and PR practitioners: * Negotiate ideological and cultural differences; * Build working relationships over time; * Build trust despite traditional antipathies; * Balance the widely-identified tension between PR and journalism; * Maintain integrity, quality and ethics in dealing with each other; * Deal with negative public perceptions of PR. It will also explore questions such as: * What do journalists and PR practitioners think of calls for transparency (e.g. UK Media Standards Trust suggestion for publication of full details of all sources of information)? * What, if anything, should be done in journalism and PR education to address this issue? The research is being undertaken in the UK, US and Australia to gain international insights. CONFIDENTIALITY will be offered to all interviewees. Information and comments provided will be individually and organisationally de-identified in reporting the research.

Keywords: public relations, PR, journalism, spin

FOR Codes: Communication and Media Studies, Communication not elsewhere classified

Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.