Abstract
Unravelling the complex worlds of public relations and journalism in a single publication
is not easy. However, when the dynamics of these two unique occupations are
established, their interaction becomes apparent.
This book follows a unique approach, illustrating how public relations and journalism
interact in the field of Media Studies. This work shifts the strong emphasis currently
placed on journalistic skills to public relations and media handling. It also focuses on
the journalistic skills that the public relations practitioner needs to complete technical
tasks effectively.
This edition is an attempt to keep up with the strong digital media influence in
organisations. In looking at how public relations is evolving, we also need to look at how
journalism is evolving because the two have a direct influence on each other. Digital
media may be changing the face of both the public relations and journalism professions,
but the basic principles of good public relations and journalism remain unchanged.
Technology changes so quickly – you as a public relations practitioner will always need
to keep up with the trends and changes in the digital media environment.