Journalism versus PR: Theoretical Aspects regarding the Information Flows

By Szambolics, Julia | Journal of Media Research, September 1, 2012 | Go to article overview

Journalism versus PR: Theoretical Aspects regarding the Information Flows


Szambolics, Julia, Journal of Media Research


Abstract:

This work analyzes the information flow between journalists and PR specialists, presenting at the same time how the events are treated in the vision of journalists and the professional communicators. What events meet the qualities of news? Only certain events are made available to the public or capture the attention of journalists. What are their criteria for selection? Information in public relations has an important role in maintaining a positive image or improving an existing image of an organization. How do professional communicators bring information to the public? Answers to these questions and more will be presented in the next pages.

Keywords: protests, newsworthiness, media, spokesmen

Preliminary1

An information system is structured in: data and information; circuits and information flows; information procedures and means of dealing with the information. An information flow is the amount of information which is gained between the sender and the beneficiary of the circuit of information.

The anti-governmental protests that started on the 14th of January 2012 filled the pages of many newspapers, but the television and radio have also taken full advantage of these events. Journalists on field reported in detail what happened in the University Squareand also recorded thevoice of the people. On the other hand, representatives of public institutions could not complain about media presence either .They had two roles: first, to answer the questions of the journalists, because they are thought to be credible sources, and second, to protect the image of the institution they represented.

In his book "Mass-media. Communication and Society ", Maxim I. Danciu refers to MihaiComan, that describes in one of his works the "gap between those who inform (or give information) to control the business environment of the institution (PR professionals) and those who inform only to inform (journalists) ."(Danciu, 2003:21). In terms of function / role of journalists, they owe responsibility and commitment to their audience, and not to a political party or group. They cannot avoid controversial subjects, are not allowed to be biased in their lines or articles, they should enjoy constitutional and legal protection against the pressure exerted on them during their activity. The mission of the press consists of an operative broadcasting of information in all directions, but also keeping human consciousness focusedon actualities.

Theoretical background

In the volume coordinated by Claude-Jean Betrand, entitled "An introduction to spoken and written press", Christine Leteinturier describes different media professions. The development and introduction of computer technology in many areas, including journalism, led to many changes, because journalistsnowadays must know how to use a computer and office software such as processing of text, tables etc." (Bertrand, 2001: 233).

The professional approach of the journalist can be defined in three stages: collecting, selecting and processing of information.

1. Collection

Journalists receive information from different sources. One of the main sources are press agencies. These are commercial enterprises aimed to search and/or disseminate information. Their approach could look like this: they search, collect and prepare the information, after which it is sent to subscribers in return for payment. Payers have some regards their selves: speed, accuracy and objectivity. Each press institution is subscribed to at least one press agency. Romania has the following news agencies: Agerpres, AM Press, Shipwrights, Romanian Global News, Media Prompt, Newsln, Mediafax, Hotnews, Rompres, Click News Agency, Rador.

Other sources that can deliver information to journalists are institutional sources, such as governments, businesses, administrations and organizations of any kind, which provide information about their activities for journalists or organizations that are used for documentation, or information storage. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Journalism versus PR: Theoretical Aspects regarding the Information Flows
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.