Although very different in practice, public relations and journalism are also professions that share many similar attributes and functions. More importantly, they are undisguisably co-dependent. In March 2010, Australian news analysis and commentary website Crikey and the Australian Centre for Independent Journalism found that across 10 hard-copy papers, nearly 55% of stories analysed were driven by some form of public relations. Therefore while PR relies on journalists to use their press releases and promote their cause, journalists are also relying on the work of PR officials to produce and source news.
At the same time, the current mediasphere and news climate has heralded many more overlaps between journalism and PR as traditional media moves online and the untrained citizen journalist and blogger is infringing on the market share of ‘news’ - once the sole domain of the journalist. As the hard copy newspaper diminishes, so too do journalism jobs meaning that more and more reporters and previous press workers are jumping ship to PR.
While the distinctions between the two are blurring, here’s a reminder of the inherent differences between journalism and PR.
Serving the public versus serving the client. The fundamental difference between journalism and PR is in who their work serves. The foundation of journalism is the desire to serve the general public and act as a balance and check on society and government. Journalists have the responsibility to serve the public’s best interest – even if that means exposing hard or uncomfortable truths. Public relations’, on the other hand, serves the interests of their client or the paying organisation. There is a less stringent ethical or moral code involved in PR.
Objectivity. Objectivity is one of the most significant principles of journalism. Journalistic objectivity involves using an impersonal and detached voice to report an issue in a neutral manner. PR is innately objective, with their principle aim being to promote their client from an interested, partial perspective.
Despite these inherent differences, journalism and public relations enjoy an increasingly symbiotic relationship. This symbiosis opens up a wider cross section of available jobs to those involved in these fields. If you’re a journalist interested in learning more about public relations, why not try one many available public relations courses? Employers today are increasingly looking for a diverse range of skills from prospective employees, and PR courses are likely to put you ahead of the game whether you want to train as a journalist, work in public relations, or dabble in both.
Whether it be journalism or public relations that interested in, the best way to start your career is to study a journalism course, that way you'll that extra edge when looking to get your first job, such as a freelance journalist. And remember; never give up chasing your dream.
Read More From Australian College of Journalism
|
