The continuing convergence of journalism and PR: New insights for ethical practice from a three-country study of senior practitioners

SAGE Publications (UK and US)
Publication Type:
Journal Article
Journalism and Mass Communication Quarterly: devoted to research and commentary in journalism and mass communication, 2016, 93 (1), pp. 118 - 141
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The influence of public relations on media content has been shown to be substantial, and research indicates that it is growing through new media practices. However the interrelationship between journalism and PR remains obscured by paradoxical discourses and stereotypes such as ‘spin doctors’. This article identifies gaps in the literature and current understandings, and reports findings from in-depth interviews with senior editors, journalists, and PR practitioners in three countries that provide new insights into how the fields of practice interact which debunk some myths, but also expose a need for improved transparency and standards to ensure ethical media practice.
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