Journalism and PR: Two Sides of the Same Coin or Rival Teams?
In the not-so-distant past, the role of the media was quite different from what it is today. The media operated as a more isolated channel of information and, consequently, wielded greater influence. As someone from one of the last generations to remember life before the Internet, I can attest that the content produced by the media was much different. Over the past two decades, due to various factors, the media has undergone a major transformation. With the advent of new technologies and the influence of private interests, it seems that public trust in the media has also declined.
In today’s dynamic media environment, where content is "hyper-produced," there is often a noticeable increase in PR content filling both digital and print pages, alongside a simultaneous decline in traditional journalistic work. Don’t get me wrong—PR is the profession I come from, and although it often carries a negative connotation in various journalistic circles, PR content can be valuable (though it is certainly one of the reasons for the growing distrust in the media).
The journalistic profession is founded on several key principles: truth, impartiality, responsibility, and transparency. Journalists are obliged to report objectively and unbiasedly, providing the public with accurate information and always offering multiple different sources.
On the other hand, PR professionals are tasked with representing the interests of their clients, shaping and conveying messages that support business goals, and building a positive image for the organizations they represent.
At first glance, PR and journalism seem to have different, even conflicting, goals. While this is partly true, it raises the question: Are there ethical codes in public relations, especially when it comes to placing content in the media?
In such situations, the question of ethics becomes crucial. Professional ethics should not only apply to journalists and media workers but must also be upheld in the public relations industry. Ethics in our profession is not just about professional conduct; it's about responsibility—to the public, to our clients, and to the truth.
Every PR expert has a dual responsibility: to their clients and to the public. This responsibility requires the ability to navigate communications "like a fish in water." Under no circumstances should PR professionals mislead the public, spread false or unverified information, or create a distorted picture of reality.
While this may sound idealistic, it is precisely how PR and journalism can be "extended hands" to one another. If we approach the media as collaborators and consider the goals, audience, and communication style of each outlet, and then direct our communication activities accordingly, we not only build greater public trust but also enhance the credibility of the brand we represent.
Text: Katarina Mirosavljević, PR Account Manager, smartpoint adria