Ajakirjanike arusaam suhtekorraldusest

Date

2005

Journal Title

Journal ISSN

Volume Title

Publisher

Tartu Ülikool

Abstract

Description

When talking about public relations, the theorists and practicians of public relations (Grunig 1992, Past 2004 etc.) are noticing the decrease in importance of media relations during last years, and they foresee the same trend continuing. This very work shows that such a transference of that tendency to Estoniaís context is not motivated in any way. Publicityís and mediaís right for information, which is accompanied by the democratic structure of society created the need for public and media relations. Today, the demand is being increased by journalism, which has growing expectations for information, and organizations, which comprehend that media relations could be more than just Ñprotectionî for the assaults of press. To be successful in interacting with media, it is important to get to know journalism. The journalistsí concept of public relations, its use in everyday practice and mutual relations are an important subject of research, as the knowledge of the latter influence the success of media relations and are decisive during the formation of organizationsí reputation. This BA work is a handy means of instruction for both, todayís PR students and practicians, as it brings out the actual state of relations between the two sides, and depicts future trends. It also presents practical advice for interacting with journalists. The foundation for writing this work was the overly-talked conflict between the representatives of public relations and journalists and journalistsí negative attitude towards PR representatives, which has appeared from earlier researches. For getting to know how the journalists comprehend PR and its role and if the conflict relations between the two sides also apply in Estoniaís context, I researched in this BA work how the journalists construct their daily partner ñ a public relations representative. On the ground of the practiced research I can say that journalists see the roles of journalism and PR differently ñ the aim of PR is mainly achieving the goals of the organization by doing it in many, also unethical ways (manipulating, disposed messages), the aim of journalism is to be the watchdog of the society, which observes that the rights of citizens would be protected and the roles of organizations would be fulfilled. Different aims bring along conflict roles but the research shows that it does not have an impact on daily relations, which are more and more oriented to cooperation. The tendency to cooperation is brought along with the quality of media relations which has been increasing substantially, so that the annoying PR representative has become the mediator of urgent information and sources, but more and more also the source of information itself to the journalist. The cooperation of the two sides is being advanced by the commercialization of journalism, which has narrowed down the resources of editorial boards, but on the other hand, increased the quantity of information and its entertaining contents, which makes journalism receptive to the materials offered by PR representatives. The relations are more and more established on pragmatism, both sides, but especially PR has explored the procedural mechanisms of journalism and adapted itself according to the needs of its partner. The events organized by PR representatives are Ñtaking placeî when journalists are available to attend them, the contents of communicated messages are Ñeditedî according to the expectations of journalists and the readership of the publication. Does greater cooperation mean also better attitude? No and yes, but more and more yes. Although journalists still see the role of PR and journalism opposing to each other, it does not have a significant impact on attitude towards the other side. The latter is mostly formed by everyday practice where the direction towards cooperation brings along the understanding that the PR representative is more and more a partner who has a significant role in the success of a journalist. This work also investigated the concepts and attitudes of editor-in-chiefs, which widely differed from the opinions of active journalists. Editor-in-chiefs interact less with PR representatives, therefore they see the use of PR minor in the work of a journalist. Their attitude towards PR people is more negative, to their mind, the intensive cooperation between the two sides is threatening the objectivity of media. The negative attitude towards PR influences the work of the whole editorial board, but an active journalist who has to write an article by the end of the day still grasps for the cooperation of PR representatives. This BA work is the first one observing the attitude of journalists thoroughly. The conclusion would be that dominant stereotypical templates of though regarding PR and journalism are distinct but their impact on journalistsí everyday practice and formation of attitude is becoming less and less. The increasing need for information and the practice which shows that PR has become more professional and practicable in the work of a journalist, makes the PR representative a partner who is responsible for the journalistís success in informing the publicity. This work shows that the relationship between journalists and PR people is increasingly becoming a symbiosis where getting along with each other is necessary and useful for both sides. The conducted research is a proof that journalism is progressively realizing the mutual benefit.

Keywords

H Social Sciences (General), bakalaureusetööd, elukutsed, ajakirjanikud, suhtekorraldus, rollid (sotsiol.), hoiakud, eelarvamused, koostöö

Citation