The complicated relationship between PR professionals and journalists has been analysed and will be analysed as long as the media exists. Journalists are looking for stories, investigating, critically analysing and informing the public and the society of the events worth knowing. PR professionals are looking to create events that are newsworthy, that deserve to be covered by the journalists and appear in the public eye as well as handling reputational issues for their stakeholders.
The question of how PR pros should approach journalism can provide different outcomes. Although I consider that in today’s world of information overflow, the view ‘to be a good PR, you need to be a journalist first’ is
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