5 Reasons Why PR Helps Journalism Survive

There has always been an unbroken link between PR and journalism

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Whether it's launching a new campaign, drawing up an editorial plan and even disseminating a classic press release, PR and journalism play the main roles.

Thus, a win-win relationship is created between the two, whereby each partner in the collaboration has something to gain. And because at the agency we believe in the PR-ist & journalist dream-team, here are some reasons why PR helps journalism survive:

Help me to help you

Between the journalist and the PR-ist there is a relationship of interdependence based on the principle “help me so that I can help you”. The PR-ist thus provides the information of interest to the audience, and the journalist passes it on. The PR-ist wins exposure for the information, and the journalist wins quality published content that encourages the audience to read the material. Thus, public relations professionals rely on their journalistic connections to get their messages across to the press, and journalists rely on them to be able to publish interesting materials and stories, which keep them with a constant flow of information.

Real-time results

According to studiesPR professionals tend to interact more with journalists than with any other professional group. In addition, collaborations with the press offer a chance to get a clear view of the results achieved by each of the two partners — PR-ist and journalist. Following the publication of an article, interview or analysis, both the journalist and the PR specialist can quantify the results obtained, such as by the number of unique visitors or pageviews on the publications website or the number of newspapers/magazines when it comes to print editions.

Quality above all

PR professionals also contribute to increasing citizens' trust in the media. We all know that we live in the era of fake-news and that we can easily become victims of misinformation. That is why it is important that when we search and read news, either online or offline, that we have access to quality information that is not biased. Therefore, based on the principle of fairness, journalistic materials coming from PR agencies contain verified information that comes directly from the source.

Education and awareness

PR agencies serve clients from different fields, from pharma to retail to IT&C and banking, but also from many other areas. Thus, for each client, agencies build different education and awareness campaigns designed to inform the public about various topics. Most of the time, campaigns are also translated through the component of editorial plans made in partnership with publications to disseminate information. Thus, the press obtains valuable and educational content, thereby loyalty to its readers through the quality of the published materials. Recent campaign Your job, your pensioncarried out by Rogalski Damaschin PR for the APAPR client is an example of good practice when we talk about how PR can educate the public through the media.

We grow together

In addition, PR agencies also contribute to the growth and development of publications in the local press, through various tools such as advertorials or editorial projects. Of course, the central press is a popular source of information in the collective mind, but local publications can also be real vectors of information. Moreover, the local communities to which it is addressed often find these more relevant to read, being considered closer to the immediate reality that the audience experiences.

The secret to a successful collaboration between a public relations specialist and a journalist lies in the desire to provide the public with the information they need. It is up to the two actors to play their roles successfully to meet this challenge. However, nothing is impossible when you set off on the road with a well-made plan and the right partners by your side.

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