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Media Relations Jane Johnston

Traditionally there has been a degree of antagonism between public relations professionals and journalists, says Jane Johnston in Media Relations ( www.vivagroupindia.com). Scepticism and cynicism have often abounded between the two industries, based on bad experiences and each ‘getting burnt’ by the other, but also on stereotypes of unethical behaviour, she reasons.

As in any profession, such aberrations are a reality in journalism and public relations, but recent decades have seen the emergence of codes of ethics and practice, the author contends.

If journalists and media relations professionals both accept that the other has a job to do, and that at times it may conflict with their own job, then they can go into the relationship with realistic expectations, she recommends. Media relations, more than any other part of public relations, can bridge the divide between the ‘poacher and gamekeeper’ or the ‘hacks and flacks,’ concludes a confident Johnston.

Recommended addition to the media professionals’ reading list.

D. Murali

http://BookPeek.blogspot.com

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