Monday, March 20, 2006

We Need Each Other

Public Relations sources are a necessity to journalists who could never compile all the news in a given day on their own. On the other hand, the media provide the Public Relations institution the audience that they require. Each scratch the back of the other.
Patterson and Wilkins indicate that the way these two define what news is, plays a role in why their relationship is strained at times. In PR.....the lack of breaking news is newsworthy. To a journalist, news is something out of the ordinary that breaks away from the status quo. These differences rock the boat. PR tries to push a "good news" story but the media makes the choice to run the "disruptive story". These two institutions will always be at odds.

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