Unpacking ‘Spin’, Stereotypes, and Media Myths
This book reviews 100 years of research into the interrelationship between journalism and PR and, based on in-depth interviews with senior editors, journalists, and PR practitioners in several countries, presents new insights into the methods and extent of PR influence, its implications, and the need for transparency and change, making it a must-read for researchers and students in media studies, journalism, public relations, politics, sociology, and cultural studies.
Chapter Six: Journalism and PR Today—An International Qualitative Study
← 143 | 144 → CHAPTER SIX
This chapter reports the findings of an international qualitative study of the interrelationship between journalism and PR based on in-depth interviews with 32 senior journalists and PR practitioners in the US, UK, Australia, and in one developing country. Nine of the interviews were conducted during a pilot study in 2008, leading to a critical analysis of this data and extant literature in 2012, followed by 20 interviews specifically conducted during 2013 as part of researching this book. A further three interviews conducted as part of another study of media in developing countries were drawn on for the unique perspective that they provide.
The pilot study used a purposive sample of information technology and telecommunications (IT) journalists (n = 4) and IT sector PR practitioners (n = 5) in Australia to explore relationships and interactions. This sector was selected for the pilot study as it is serviced by a large contingent of specialist media and writers, and IT companies are among leading spenders on PR (World PR Report, 2013). Then, to gain more broad-based and informed insights, the sampling frame for ← 144 | 145 → the 20 interviews conducted in 2013 was journalists and PR practitioners with 20 years or more experience in their fields across multiple sectors in the UK, US, and Australia. As it turned out, a number of interviewees had experience in both journalism and PR, a not unusual occurrence due to a long-standing trend of journalists moving into PR, and it is considered...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.