Dr. Franzisca Weder and colleagues analyzed how the relationship between public relations and journalism roles has changed in recent years.
Qualitative interviews of 72 individuals were conducted in Austria, Germany, New Zealand, Australia, and the Pacific Islands October 2020 – March 2021. A third of respondents in each country except the Pacific Islands identified as PR practitioners, a third identified as journalists, and a third identified as “other.”
Key findings include:
1.) Professional identities remain distinct, despite concerns that journalism and public relations were “converging.”
— However, boundaries between the two professions were described as fluid, with professionals shifting between them easily.
2.) In crisis situations, respondents with experience in industries other than PR found they were more adaptable to changing environments.
3.) Public relations practitioners and journalists both curate public conversation.
— PR practitioners take a more reactive role, while journalists initiate conversation.
4.) PR practitioners and journalists highly value the collaborative relationship between the two industries.
— Respondents highlighted the importance of interpersonal networks and collaborative work between the two professions.
Read the full report here