1. Journalists and Public Relations Practitioners Relationship
Media Relations is an essential ingredient of PR practice. Nowadays the framework for media
relations work has changed due to growth of the Internet, global communication demands, and
proliferating communication channels. Although the relationship between journalists and PR
practitioners is very important, it can also be difficult. If practitioners understand the media and the
journalist’s job however, a positive relationship can be developed that is beneficial to all.
The PR practitioner’s role is to shape an organisation’s relationship with its publics, therefore they
must possess the communications expertise and social sensitivity necessary to enable the
organisation to adapt to the changing environment.
Often journalists have mixed feelings toward PR practitioners. They suspect practitioners of
manipulation while depending on them for information. PRs on the other hand, perceive journalists
as a medium through which to reach the broader public.
A basic grasp of media relations work begins with understanding the relationship between the two.
For journalist, a story is an element in the flow of information, whereas the PR practitioner wants it
to make a lasting impression and to be seen in a positive light. A Journalist is more interested in
reports that are newsworthy. Journalists might therefore have difficulty getting the information they
need. In this case, a PR can provide them with background information so the reporters can learn
how to ask and locate the right information and to investigate the issue.
Practitioners know that they must facilitate the work of journalists if they expect to get coverage.
Because of this dependency, PR selection and presentation of information often conforms more to
journalistic standards than to the desires of their organizations. In a sense, both the journalist and
the practitioner, in dealing with each other, are caught between the demands of the organizations
they represent and the demands of the opposite. In short, the relationship between public relations
practitioners and journalists is one of mutual dependency. Public relations practitioners, as
boundary spanners, are often caught in between journalistic and other institutions, trying to explain
each other to the other. Through the efforts of PR practitioners, the media receive a constant flow of
free information. In one sense, public relations practitioners make the journalist’s job much easier,
saving time and effort and providing information that might otherwise be unavailable.
For successful publicity, a good relationship between PR practitioners and journalists is vital. When
practitioners take the time and make the effort to establish good relations with a journalist, they are
much more likely to attract positive news coverage. Mutual dependency increases when PR
practitioners deal with specialised reporters who cover their industry, when the issues are more
complex, and when the reporter is given enough time and space to thoroughly cover the story.
It is good for practitioners to get to know the people they work with. Sometimes the direct approach
such as personal delivery of the release is effective. Other times, membership of the local press club
or involvement in community activities in which journalists are also involved might be more
appropriate. Established relationships should be well maintained. A professional can make sure he
provides sufficient and timely information, stories, and pictures, how and when they are needed.
Being on-call for questions will be appreciated by journalists. Promptly returning phone calls,
respecting the deadlines and not being manipulative will be surely appreciated and reciprocated.