Public Relations and Journalism - Essay Example

? Public Relations and Journalism P number: Module: Module deadline: In the current speedy advancing and technologically driven world, the communicative function of both public relations professionals and journalists has been a subject of great concern. Professionals from the respective fields have portrayed several conflicting stands as regards the operations of public relation and journalism. In essence, the target of both parties is to meet the requirements of their targeted user groups, which engrosses serving the interests of readers, viewers and listeners (Watson & Noble 2007). To aid in coming up with a clear comprehension of the communicative function of the two, a significant number of study theories and concepts have been produced by different research workers. Although the research works have not been fully able to address the subject, they have provided a wide basis as regards theoretical and conceptual notions on the subject. Thus, the most significant quest here is on the idea of the complex and conflicting communicative function of a journalist and public relations professional as regards their day-to-day interaction with their targeted user groups (Bivins 2009, p.103). Since the two professionals are closely related and have great complexity in terms of what exactly differentiates them, it is essential to have a thorough understanding of their respective fields of work. Journalism entails the process of collecting, jotting, editing of news from the public and related areas all around a specified geographic terrain. These news articles are then presented in newspapers, radio stations, magazines and television for broadcasting to other members of a whole nation, globally or depending on the defined geographic area to be covered. That is, a journalist’s daily operations involve interaction with the public in gathering and presentation of information. On the other hand, a public health professional’s communicative function is almost the еsame as that of a journalist (Narasimha, 2010, p. 230). Public health professionals involve themselves in putting into practice the act of performing and maintaining a strong (healthy) relationship between the organizations they work for and the members of public and respective stakeholders. That is, their communicative function essentially revolves around a close interaction and sharing of information with the public (Narasimha, 2010, p. 20). The idea in public relations is for an organization to gain exposure to their targeted audience. In the process of gaining exposure, topics based on public interest are usually put into practice and items are brought forward with no interest for direct payment. The most significant aim for public relation professionals is to persuade the public, business partners, investors and other stakeholders to keep into practice or mind a specific viewpoint as regards products, leadership and its political aspirations (Bivins 2009, p. 102) It is thus clear that public relation professionals and journalists almost have the same communicative functionality which possesses a conflicting bird’s eye view of the subject. A number of research theories, organization case studies and concepts have addressed this subject. The aim of all these is to clarify or make it clear what each profession puts into close consideration on the notion of communication and interaction with the public (Van Ruler & Vercic 2004). Public relation profession and journalism engross a key set of concepts, readings and theories that make it easy for a professional, individual or an organization to build reputation among public members and respective stakeholders. Usually businesses or organizations have to be adept in practicing public relations and to put off the idea of considering public relation as only a means of reacting to a scandal (Watson & Noble 2007). As mentioned earlier, journalism puts into close consideration several practices that are closely related or almost the same as public relations. In this sense, the following basic theories and conceptual practices revolve around the two subjects. They act as the building blocks of a high reputation for an individual or organization (Treadwell & Treadwell 2004). A key theory in public relations is that one should never deceit the public with any set of information that he or she is to release. The idea behind this concept is that whenever a lie is uncovered it can result in a great fallout or failure of the intended objective of a whole public relation process (Watson & Noble 2007). In fact, deceits result in great losses on the reputation of an individual, business or organization. Thus, public relation professionals present all facts about their respective organizations in a way that pours in positive light onto the company. For journalists, they are primarily expected to operate in a manner of first obligating themselves to the truth of the information they gather and present over the media. Journalists are always required to be very transparent so that the targeted audiences are able to make own evaluation of the sources of information used (Lester 2006, p. 320). Accuracy and truth in journalism begin right from the assembly of information to presentation to the public. Up to here, it is clear that public relations professionals operate in a deceit-free manner while journalists too are expected in almost the same manner either directly and indirectly. This is because the main aim of both parties is serving the public or respective stakeholders. In performing these requirements, the conflict of the two arises as it is clearly seen that they serve almost one and the same purpose (Bowen, Rawlins & Martin 2010). Secondly, in journalism, the concept of loyalty to the citizens is key aspect of how they are expected to operate in their day-to-day activities (Treadwell & Treadwell 2004). That is, for their respective media houses or writings to deliver information without any favor or fear, journalists have to maintain a well-strategized set of allegiance to the larger public interest. This theory for journalists plays a significant role in maintaining the credibility of their respective organizations. It further means that the journalists represent a positive overview or picture of their organizations to the public. In addition, this theory builds a huge and loyal audience, which in turn ensures that the organization is successful in meeting its business goal (Bivins 2009, p.902). Journalists are therefore expected to operate in a manner that first nurtures allegiance to audience ahead of any other considerations (Diggs-Brown 2012, p.50). It is hereby clear that journalists are a very significant requirement to and from the public. Based on the subject of journalism and their respective media connection to the public, the concept of public relations comes in. Public relations professionals have a vast connection to media workers, that is, journalists. This clarifies that a key concept in public relation is media relations. The best allies who play a significant role in promoting or influencing each other’s job for the public relation professionals are journalists (Aggarwal & Gupta 2001). Therefore, public relation professionals have to maintain a healthy relationship with journalists to aid them in several aspects of their daily operations. Having fine media relationships helps in ensuring that the press releases by public relation professionals are printed as soon as possible and in spots where it is very easy for the public to see (Van Ruler & Vercic 2004). In addition, those relations can further assist a public relation professional in getting a chance of having a personal interview on television or media. This is always a highly positive move as it aids in gaining exposure for one’s company or organization. Upon a thorough analysis of how these two subjects interact in the above concept, it is essential to note that what separates them in their connection to the public is very small and complex for one to come up with a clear conclusion. That is, public relations professionals and journalists work on almost the same spot in their interaction with the public thus forming conflicting views on their day-to-day operations (Bowen, Rawlins & Martin 2010). The communicative function of journalism is exceptionally influenced by the theory that practitioners should be allowed to put into implementation their personal conscience while performing their daily duties with members of the public. Every journalist must encompass a set moral practice. These practices entail the personal senses of ethics and responsibility that define his or her accountability while delivering the right services in interacting with the targeted user groups which include members of the public, government representatives or any groups of other people that influence their operations (Watson & Noble 2007). The concept of these practitioners being allowed to implement personal conscience affords great freedom for journalists to voice their differences while in executive suites or with their colleagues. It plays a significant role in ensuring that respective journalists give their best in their daily duties, as everyone is free to speak his or her mind. In addition, this notion as applied by journalists is highly vital in promoting the intellectual diversity of these important members of the society. It aids them in covering the increasing demands of our diverse society (Aggarwal & Gupta 2001). Public relations professionals’ key theory is that they have to stay active in the performance of their designated duties. Instead, the public relation professionals have to look for new ways that will aid them and the organization at large in getting the right information to the targeted user groups, media or consumers. They (public relation professionals) must always make themselves available for speeches, discussions and other seminars. In addition, they have to be active members in those professional or civic seminars thus providing room for uplifting the reputation of their respective organizations. In this sense, it is essential to clarify that journalists and public relation professionals may possess significantly conflicting views as regards their operations (Aggarwal & Gupta 2001). Important but not last, the essence of journalism being a discipline of verification is a key concept in the field. That is, in journalism, professionals dwell a lot on verification of all sets of information gathered or captured. The concept of objectivity being original, it never means that journalists are somehow free from issues related to biasness of information. In essence, verification is a key concept in journalism. Verification acts as a separation point that makes journalism different from other communicative functions such as propaganda. However, the need for a professional method of verification in journalism is still not clearly recognized (Aggarwal & Gupta 2001). Efforts for development of these techniques have been immense, still less have been done as regards development of a system that tests the reliability of all the journalistic interpretations. Again, this subject brings in significant complexities when related to the concept that lies for the public relation professionals. The key concept in public relations is fact checking. It entails the idea that a public relation professional should not release any set of information not unless it has been carefully checked for accuracy. To ascertain this notion, these professionals have to develop a fact-checking system that controls all their press releases. It also revolves around the public sets of information that are to be delivered (Applegate 2011, p. 78). Several case studies in the United Kingdom (Britain) have provided significant details on how these two professionals offer complex and conflicting views on their operation. It is in fact considered that when the two professionals are together then it is like one sleeping with his or her enemy. This is because the two work in the same field trying to convince or gather data from same groups of targeted users. The increased consequence of public relations in journalism has been credited with negative impacts for the journalists. Public relation enforces delivery of completely accurate information to the public that makes it a challenge to members of the journalism industry. Due to the nature of the public relation professionals ensure delivery of persuasive speech, and it acts as a significant predicament to the journalists as they focus on delivering information that will serve a public interest. In a sense, it is always a challenge when the two possess different views on a certain subject. Whenever a journalist delivers any set of information that has a specific view on politics, economy or any other societal issue, the greatest worry is on the response a public relation officer will pour to members of the society. The first case study in Britain is the tax credit overpayment fiasco. It concerned overpayments in the country’s tax credit system in the 2004-2005 financial year. A press release was made from the Common Public Accounts Committee. In responding to the release, two more releases were made, one by the country’s Conservatives group and the other by the Child Poverty Action Group. The press association combined the two releases and paraphrased them into a single release. Furthermore, the mail and British Broadcasting News brought out different views on the subject bringing in conflicting conclusions on the issue of tax overpayments (Narasimha 2010, p. 502). The second case study is on the story of Homes turning into anthills. This story entailed an effective public relations company using its public relation effects to place in issues in the country’s national media with main aim laid at affecting a Press Association. Two press releases were made by the Friends Provident Pensions Ltd. These releases had earlier been researched by “The Future Laboratory” (Applegate 2011, p. 78). The First release was based on the idea that families were increasingly sharing their living rooms due to pressures of life. It further went ahead to point out the need for new provisions about pensions to aid the co-habiting families save more money. A second release was made on the subject of a new social group to created to aid the specified social users in their future financial security. The British Press Association republished the “Ant hill” story after they had been released. Since all the facts in the releases came from the Public Relations’ copy journalists did a lot of work to paraphrase, reword and reorder the whole document into theirs (Diggs-Brown 2012, p.50). The third case study is about the story of “No Clear Health Benefits to Oily Fish”. This case study generally revolved around qualified Public Relation professionals giving enough information to a journalist for him or her to a newspaper story. A release was issued by the British Medical Journal as regards eating omega 3 fatty acids that are available in oily fish. On the same day, the British Heart Foundation made a second release. It emphasized the importance of people eating omega 3-rich foods and their supplements. Soon after the two releases, the Press Association reworded the two releases into one of their own and released it to the public. On the basis of these case studies several conflicting views have been laid on the operations of journalists and public relation professionals with each focusing on impressing his or her employer and the members of public at large (Watson & Noble 2007).   It is vital to note that public relation professionals and journalists are very important in the ways of life of most societies. They act as a focal point in terms of connectivity among public members. In addition, the two are very essential in ascertaining that members of the public and respective stakeholders are kept up-to-date with upcoming sets of information that influence them either directly or indirectly. However, the challenges faced in their operations and eagerness to deliver timely and relevant sets of information to the public have formed great complexity in their relationship with one another (Lester 2006, p. 301). Reference List Applegate, E. (2011). Journalism in the United States: concepts and issues. Lanham, Scarecrow Press, Inc. Aggarwal, V. B., & Gupta, V. S. (2001). Handbook of journalism and mass communication. New Delhi, Concept. Bivins, T. H. (2009). Mixed media: moral distinctions in advertising, public relations, and journalism. New York, Routledge. Bowen, S. A., Rawlins, B., & Martin, T. R. (2010). An overview of the public relations function. New York, Business Expert Press. Diggs-Brown, B. (2012). Strategic public relations: an audience-focused approach. Boston, Mass, Wadsworth Cengage Learning. Lester, P. M. (2006). Visual communication: images with messages. London, Thomson. Narasimha, R. C. V. (2010). Effective Public Relations and Media Strategy. PHL Learing, India Treadwell, D., & Treadwell, J. B. (2004). Public relations writing: principles in practice. Thousand Oaks, Sage. Van Ruler, B., & Vercic, D. (2004). Public Relations and Communication Management in Europe a Nation-by-Nation Introduction to Public Relations Theory and Practice. Berlin, Walter de Gruyter. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=325663 Watson, T., & Noble, P. (2007). Evaluating public relations: a best practice guide to public relations planning, research & evaluation. London, Kogan Page. Read More