The Continuing Convergence of Journalism and PR

Abstract

The influence of public relations (PR) on media content has been shown to be substantial, and research indicates that it is growing through new media practices. However, the interrelationship between journalism and PR remains obscured by paradoxical discourses and stereotypes such as “spin doctors.” This article identifies gaps in the literature and current understandings, and reports findings from in-depth interviews with senior editors, journalists, and PR practitioners in several countries that provide new insights into how the fields of practice interact which not only debunk some myths but also expose a need for improved transparency and standards to ensure ethical media practice.