Ajakirjanike arusaam suhtekorraldusest
Kuupäev
2005
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Tartu Ülikool
Abstrakt
Kirjeldus
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.
Märksõnad
H Social Sciences (General), bakalaureusetööd, elukutsed, ajakirjanikud, suhtekorraldus, rollid (sotsiol.), hoiakud, eelarvamused, koostöö