Journalism and PR, It’s Time to Start Communicating

August 24, 2011 § Leave a comment

The relationship between the journalist and the Public Relations professional is rocky at best. Neither thinks the other is necessary, both are frequently butting heads.

When you take a step back and look at the scope of the PR and Journalism professions, it becomes obvious that they’re in a far more symbiotic relationship than they realize. PRestige Agency offers some good reasons why:

The PR practitioner saves the journalist a chunk of time in the research process, often presenting ready-made stories on a platter. The journalist can’t take everything the PR rep says at face value, its always necessary to fact check. However, the time that the journalist has been saved is optimal to make the story perfect for any media channel.

On the flip side, the journalist helps PR publicize the message in the most helpful medium for coverage. Unfortunately, not everyone always wants to chat with a PR rep. A savvy journalist is a good friend to have in times like these.

Youtube recently showcased a funny portrayal of the media nemesis’s.  Spoofed from the Mac/PC commercials, the practitioner and the journalist are coached by a counselor to mend a battered friendship. Even though the video pokes fun at both the PR and journalism professions, it also shows that both are necessary for the other to exist.  Journalism- the ying. PR- the yang.

Communication is always key in any relationship. The practitioner needs to understand a journalist’s deadlines, contacting news sources well in advance and always with patience. A journalist needs to be open-minded, acknowledging that a good story can come from anywhere.  In fact, the PR rep on the phone may be the ticket to the newest, hottest story out. Youtube was smart to showcase this issue with humor, an ingredient that’s lacking in today’s relationship recipe. It’s only with clear channels of communication and a few well-timed giggles, that the media world will continue on in harmony.

Read this on Marketing Conversations and Business 2 Community too!

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