I think the key points to remember from this week’s readings were that the relationship between PR practitioners and journalists is a mutually beneficial one. Journalists need PR practitioners to help set, build and frame new agendas while PR practitioners rely on journalists’ new coverage to get their organisation’s message out to the masses.
Having read the readings, I have to say I am indeed surprised that there are certain journalists out there who view PR practitioners with such disdain and mistrust. The readings talk about how some journalists complain of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation. Others complain about the poor quality of writing.
Granted, PR practitioners who lack ethics or provide inaccurate information don’t deserve to be defended, but other than that, I feel that journalists ought to give PR practitioners a break, as after all, both are professionals, and the only difference is that they are working for different causes.
The readings made me think more about public relations theory/practice in that although the relationship between PR practitioners and journalists may be a two-way one, in reality, this might not be the case all the time.
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