ASSESSMENT 3: CRITICAL REFLECTION
ESSAY
MDIA5001 – Writing for Media
Student ID Number:
Full Name:
Weekly Tutorial: Friday, 1 - 3PM
Accurate Word: 1554
Exploring the Dynamic Interplay Between Public Relations and
Journalism: Through Three Case Studies
Introduction
In the world of media and communications, public relations (PR) and journalism are two sides of
the same coin, intertwined in a symbiotic but often contentious relationship. This paper examines
their interdependent but opposing roles in news production and information dissemination, and
explores their similarities and differences in terms of different goals and approaches, complex and
balanced relationships, and ethical challenges. In order to be more specific and practical, the paper
uses three case studies - Taylor Swift's concert ticket sales, the search for missing Ballarat woman
Samantha Murphy, and a media release describing Qantas airline ticket price cuts.
Different goals and approaches
Public relations (PR) and journalism are two distinct fields within the media and communications
arena, each playing a unique role in how information is processed and communicated to the public.
Despite their interdependence, there are significant differences in the fundamental goals and
approaches of PR and journalism that influence how professionals in each field operate and
interact with their respective audiences. According to Jasmine Roberts, there are five
communication principles that underpin strategic communication: intentional message design,
right platform, calculated timing, audience selection and analysis, and desired impact. (2016, pp. 2)
These communication tools are designed to foster good relations between the client and its
stakeholders, including customers, investors or the public, and to influence public perceptions or
behaviors to benefit the client. This may involve highlighting positive stories, reducing negative
exposure or managing crises. For example, in Qantas’s PR release on discounted airfares, Qantas
Group CEO Alan Joyce (2023) was directly quoted as saying, "We’re seeing really strong demand
as Australians continue to put travel at the top of their shopping list. We’ve been adding new
routes to help meet that demand, especially to leisure destinations, and we’ve put a lot of sales into
the market." This clearly serves to create a good, service-oriented corporate image.
In stark contrast, the news media faces a much wider and more immediate audience, and
journalists are clearly more concerned with maximizing their ability to reach as many readers as
possible than with maintaining a corporate image. As Jasmine Roberts (2016, p. 44) discusses,
'news is written to inform and entertain readers and listeners'. The Guardian and ABC News are
clearly more focused on relevant and practical content that affects their readers' daily lives than
the police's written delivery and careful choice of words. In contrast to the police's attempts to
minimize the impact, The Guardian chose to interview Samantha's husband and children
extensively, supplementing them with detailed photographs in a desperate attempt to elicit
sympathy from the reader. (Kolovos, B. 2024) ABC News, on the other hand, recreated possible
sightings of Samantha that day in an attempt to uncover and publish the truth. (Kirkham, R. 2024)
It is worth noting that while both stories attempted to maintain an objective and neutral stance,
there was a positive, affirmative attitude towards the actions of the Victoria Police, which was also
a form of positive publicity for the police press release. As Helen Sissons (2012, p. 273)
concluded after analyzing 35 press releases and news stories written using those press releases as
the primary source, 'press releases can quickly become news stories and inject a positive
perspective into the news story'.
When dealing with the same issue, the nuances of the media release and the news story become
more apparent in terms of the communication goals and approaches. When news media discuss
the Taylor Swift ticket issue with fans and the public on social media, the communication should
be clear, empathetic and engaging. Yahoo News uses the second paragraph of the article to
describe the tragedy of Jacqueline Wen, a victim who lost her tickets, using common personal
experiences to achieve the goal of impressing readers. (Koefoed, L. 2024) As Horst Po¨ttker (2011,
pp. 509) points out, "the 'lead principle' increases the reader's receptivity by circumventing
selective perception. It allows for quick reading, and even readers with little time can learn the
most important facts." The subtle difference is that when PR practitioners communicated with
readers about the Taylor Swift ticketing controversy, they used a formal tone to convey the
seriousness of the issue, while providing all the necessary details to fulfill the purpose of alerting
the public. Victoria Police (2024), for example, gave a full account of the tactics and tricks ticket
fraudsters might use in their press release, stating that they had received "at least 250 reports of
ticket fraud for the Eras Tour alone since June 29 last year. The total amount lost is in excess of
$260,000", further emphasizing the seriousness of the situation, and giving the exact figures to
ensure wider distribution.
The tension between PR and journalism
The interdependence of PR and journalism is not without friction, and this ambivalent and
complex relationship encompasses both antagonism and symbiosis. As Macnamara (2014, p. 739)
illustrates, "The interaction between journalists and PR practitioners remains ambivalent. While
some journalists recognize the positive contribution of PR and even 'value' it, most studies find
that journalists have a very negative view of PR". In the case of Samantha Murphy's
disappearance, the Victoria Police statement headlined the latest police action and devoted
considerable space to details of the police search in an attempt to present a positive and strong
image of the police and reduce public anxiety about the incident. (2024) In contrast, The Guardian
and ABC News focused on seeking the truth and providing as many details as possible, such as the
reaction of Samantha's family, to engage readers. These different goals can lead to conflict as PR
tries to shape the narrative while news tries to dissect and report the truth.
Nevertheless, the dependence of today's journalism industry on the PR industry is objective. In
Jaigris Hodson's account, journalists used to dominate, but with the rise of media consolidation
and social media, journalism is now increasingly dependent on PR to survive. (2021) It is worth
noting that in the case of Samantha Murphy, much of the key information, including the latest
developments in the case, had to be released by the police, and all journalists could do was
conditionally filter and synthesize information. As a result, news writing has become increasingly
reliant on police briefings. In the ABC News report (Kirkham, R. 2024), for example, the reporter
quoted directly from the police details of Samantha's mobile phone and her movements, which
could not be obtained through other channels. So as the PR industry gradually evolves, it is
inevitable that the journalism industry will have to co-exist with it.
Different ethical responsibilities and challenges
PR professionals have a duty to advocate for their clients, but they are also bound by a code of
ethics that discourages deceptive behavior. They must walk the line between persuasive
communication and manipulation. On the issue of ethics, the Public Relations Institute of
Australia (PRIA) Code of Ethics (2009) insists: "Members shall not knowingly disseminate false
or misleading information and shall take care not to do so inadvertently." While PR practitioners
may be more forthright in their language, they still have the right to sift through original
information and be selective in their presentation. For example, Qantas (2023) describes its
historical discounts in seductive tones and provides visual figures for comparison: "Sale fares are
on average 30 per cent lower than Qantas' normal introductory fares and up to 60 per cent lower
for Jetstar." While the figures are undoubtedly true, Qantas has only emphasized the excitement of
the low fares to hide any logistical or environmental issues associated with the event, such as less
comfortable seating options and the possible absence of some scarce routes.
In contrast, journalists are bound by a stricter code of ethics that prioritizes truthfulness, accuracy
and fairness, with the MEAA Journalists' Code of Ethics (1994) stating that "Journalists will
educate themselves about ethics: Report and interpret honestly, seeking accuracy, fairness and
disclosure of all material facts. Do not suppress or distort relevant available facts. Do your utmost
to provide a fair opportunity for rebuttal". As the Guardian's search for Samantha Murphy shows,
the reporter conducted extensive, factual interviews with Samantha's family and used numerous
direct quotes throughout the text, fully respecting her family's feelings. In response to
developments in the case, the reporter chose to quote information from police announcements on
television to ensure the accuracy and authenticity of the information. (2024) In doing so, the
reporter achieved the main objective of providing the public with a wealth of information without
breaching the ethics and responsibilities expected of journalists.
Conclusion
The relationship between public relations and journalism is complex and multifaceted, with both
synergies and conflicts between the two. Together they strike a delicate, ever-shifting balance.
Through the sale of Taylor Swift concert tickets and the search for missing Ballarat woman
Samantha Murphy, as well as a media release describing Qantas airline ticket price cuts, we can
see more clearly that PR creates narratives that serve specific interests, while journalism seeks to
present unbiased facts and diverse perspectives. As current readers and future practitioners of
journalism or PR in the new media era, understanding the dynamics of their relationship is
essential if we are to critically evaluate and learn from their work.
Reference
Hodson, J 2021, 'Rethinking the relationship between journalism and public relations',
International Journalists' Network, viewed 18 April 2024,
https://ijnet.org/en/story/rethinking-relationship-between-journalism-and-public-relations.
Kirkham, R. 2024, Third day search for missing Ballarat woman Samantha Murphy, ABC News,
viewed 18 April 2024,
https://www.abc.net.au/news/2024-02-06/third-day-search-for-missing-ballarat-woman-sama
ntha-murphy/103430420.
Koefoed, L. 2024, More Taylor Swift fans see tickets disappear as Ticketek works to curb
scammers, Yahoo News Australia, viewed 18 April 2024,
https://au.news.yahoo.com/taylor-swift-fans-see-tickets-disappear-ticketek-works-to-curb-sca
mmers-203020815.html.
Kolovos, B. 2024, Samantha Murphy missing Ballarat woman search continues, The Guardian,
viewed 18 April 2024,
https://www.theguardian.com/australia-news/2024/feb/08/samantha-murphy-missing-ballarat
-woman-search-continues.
Macnamara, J 2014, 'Journalism–PR Relations Revisited: The Good News, the Bad News, and
Insights into Tomorrow’s News', Public Relations Review, vol. 40, no. 5, pp. 739-750.
MEAA 1994, MEAA Journalist Code of Ethics, viewed 18 April 2024,
https://www.meaa.org/meaa-media/code-of-ethics/.
Pöttker, H 2003, 'News and its communicative quality: the inverted pyramid—when and why did
it appear?', Journalism Studies, vol. 4, no. 4, pp. 501–511.
PRIA (Public Relations Institute of Australia) 2009, Code of Ethics.
Qantas Airways Limited 2023, Qantas and Jetstar discount more than one million seats, viewed
18 April 2024,
https://www.qantasnewsroom.com.au/media-releases/qantas-and-jetstar-discount-more-than-
one-million-seats/.
Roberts, J 2016a, 'Defining Strategic Communication', Writing for Strategic Communication
Industries, vol. 1, pp. 1-18.
Roberts, J 2016b, 'Strategic Communication Ethics', Writing for Strategic Communication
Industries, vol. 3, pp. 27-37.
Roberts, J 2016c, 'News Writing Basics', Writing for Strategic Communication Industries, vol. 5,
pp. 43-51.
Sissons, H 2012, 'Journalism and public relations: A tale of two discourses', Discourse &
Communication, vol. 6, no. 3, pp. 273–294.
Victoria Police, 2024, Police continue search for missing woman Samantha, viewed 18 April 2024,
https://www.police.vic.gov.au/police-continue-search-missing-woman-samantha.
Victoria Police 2024, Ready for It? (Taylor's Version), Victoria Police, viewed 18 April 2024,
https://www.police.vic.gov.au/ready-it-taylors-version.

NAME AND NUMBER
MDIA5001-Writing for Media (T1 2024)
Tuesday 7pm Tut T19A 7241
TUTOR
MDIA 5001: Assessment 3 Essay
Weight: 40 %
Due: Monday, April 22 11.59 pm
1646 words
The importance of symbiosis between public relations and journalism to reduce
tension, increase the integrity of news and restore public trust in the media industry.
I. Introduction
A symbiotic relationship is crucial for journalists and PR professionals (PRP’s) to maintain
balance, counter external and internal challenges and be ethically responsible. Although the
relationship is fraught with tension, they interact with each other daily with differing
objectives and ultimate responsibilities. Together, the pair act as the gatekeepers of media
and it is only through cooperation public trust in media and communications can be
reinstated. Underlining the co-dependent relationship is the ultimate need for balance, like a
scale. Ideally the scale is balanced. When one side is heavier, challenges arise, and
ethicality reduces. Internal and external factors are creating a discourse between the two.
Two case studies are used in this essay demonstrating the interactions between journalism
and PR through Victoria police investigating missing mum Samantha Murphy (SM) and
Qantas’ strategic communications.
II. Goals and Approaches
PR and Journalism share different goals but share some similar approaches. Both use
similar writing structure and utilise news values to increase newsworthiness. PR is the art of
influencing and building the publics relationship with an organisation enhanced by the news
cycle. It shapes public conversations, promotes an organisations image, and uses audience
attitudes, behaviours, and perceptions to further an organisation’s purpose whether profit or
a cause (PRSA 2016 NP)(Paul 2011 NP). While predominantly proactive, PR can also be
reactive in influencing response to a negative event. Conversely, Journalism is the practice
of presenting newsworthy content to the public by arranging information about events in
such a way as to attract attention from its target audience members of the public to
consume the story. New stories are now increasingly not just print but also audio-visual,
auditory, and interactive (Sissons 2012, 276). These news stories can be in different forms,
like hard news, features, and editorials.
Both generate attention and target audience through a headline and lead. Eye-catching
headlines draw attention generally followed by leads, 30-50 words providing a summary of
“who, what, when, why, how”. Journalists will always present the lead front and centre, while
PRP’s may bury leads due to organisational goals. Qantas issued a media release and
published CEO, Alan Joyce’s speech on covid recovery plans, with both headlines using the
word “recovery” and “strong” (Qantas 2023), proclaiming positivity. Not until line 31/32 of the
media release and line 44/52 of the speech it is uncovered there are 6,000 job losses and
15,000 stood down. Using an inverted pyramid structure both present important information
first. Modern times suggest it is dually used because of word space restrictions and it easily
assimilates information effectively to the public. (Horst 2003, 503) (Sisson 2006). Using the
inverted pyramid, both sides of the scale can better place the content in front of audiences
furthering their goals.
The best journalism and PR are the most newsworthy, judged by news values standard
criterion including timeliness, relevance, identification, conflict, sensation, and exclusivity
(Harcup 2017). A high news value story is SM being recent, relevant to the community,
involving conflict and easily sensationalised. These stories are more likely to be pursued
because of greater audience reach through “shareability”. News values are often influenced
by organisational, sociological and culture norms and economic factors (Weaver
2007)(Newman 2011). For PR, content that has news values and newsworthiness is
attractive to journalists resulting in greater dissemination (Allern 2002).
III. Tensions, Challenges and Responsibilities
Across all professions, PRP’s and journalists are those that interact the most (Macnamara
2014). When the scales are balanced, journalists choose whether to write and publish a
news story or not from a media release and PRP’s are assured that news stories would be
trusted by the public, symbiosis in practice (Hodson 2021). Recent tensions can be
attributed to the rise of digital and social media and the resulting decline in revenue and
employment across the news publisher landscape. This increases public distrust in news
and loss of respect between the two. Journalists hold ethical responsibilities of honesty,
fairness, independence, and respect for the rights of others (MEAA ethics ND). PRP’s hold
ethical responsibilities to deal fairly, honestly, and transparently without misleading or
falsifications (PRIA ethics ND).
A. Digital and Social Media
The rise of digital media has directly correlated with the reduction in traditional newspaper
classified advertisements revenue described as “rivers of gold”. They allowed for traditional
media business models to flourish and subsidised employment of journalists (Macnamara
2014). With these reduced, and the rise of social media as an alternative avenue to printed
media, revenues declined, and jobs were cut. For PR the rise of social media has created a
shift as audiences (the public) become creators of PR themselves, resulting in job cuts as
less PRP’s are needed to achieve organisational objectives (McGuiness 2016). These new
media formats and practices are changing the nature of journalism and PR and challenging
traditional approaches resulting in tension. Many journalists are now employed as PRP’s,
and publishers turning to advertorials or sponsored content for revenue.
B. Declining Revenue
Despite lost revenue and job cuts in journalism creating more pressure on existing
journalists, the public and news organisations expect remaining journalists to have the same
rigour and standards. Journalists are facing increased pressure from their employers to fill
more space and generate more revenue. A recent survey suggested that upwards of 40-
75% of content alleged to have been developed by independent media is sourced from or
significantly influenced by PR (McGuiness 2016).
Traditionally, journalists receive a media release and carry out checks of information,
corroborating (referred to as intertextuality) and using it to enhance further research for
news stories (Burton 2007). Michael Sainsbury provides an example in a 2024 article written
for Crikey (Crikey 2024) which took a media release from Qantas additional frequent flyer
point flights researched and developed the story to present an angle of staff disgruntlement
at Qantas.
Recent findings suggest journalists are not carrying out these checks due to time
constraints, some even replicating media releases exactly. This reduces the intertextuality
and independent thought applied to journalism and is referred to as “churnalism” (Harcup
2017). With good reason, PRP’s are preparing “camera-ready materials” to pre-fabricate
stories for journalists to replicate into news items.
C. Declining Trust
Additionally, PR is sponsoring content to be directly placed into the news with little editorial
input from journalists. For example, a Qantas media release headlined “Qantas and Jetstar
Discount More than One Million Seats” is an example of PRP’s preparing material that
journalists can copy across easily, without further research or fact checking (Qantas 2023).
Of three corresponding news articles analysed, two had only changed minimally and one
not at all from the original media release 1The practice is prevalent in smaller publications
who have less journalists, and larger to fill space (Morton 1992). Credibility of the news in
the eyes of the public is reduced and trust lost because as the news appears sold out, as
journalists are unable to refuse sponsored content (Hodson 2021).
An example of the importance of journalistic independence and integrity is established in a
recent Victoria Police press conference for SM. A journalist successfully probed and
uncovered that the police, “given the time and the fact we've found no trace of her, we
[police] do have severe concerns” and are “very doubtful that she's still alive” (Vic Police
2024).2 This resulted in breaking news stories for more than six publishers.3
D. Public Interest
Commercial pressures also create an ethical conundrum. New stories may be selected
based on their perceived appeal to target audiences opposed to inherent qualities of
importance to public interest (Harcup 2017). Stories that set or fit the news organisation’s
own agenda, whether ideological, political, or commercial may get selected over others. A
news organisation with political ties to current government may be hesitant to publish stories
on circling undertones questioning efforts in locating SM with a headline like, “Police fail to
find body...” (SBS 2024).
PRP’s and organisations may also disregard public interest for gain. Qantas used
communication tactics to bury bad news by presenting an influx of good news and
promotions before negative news surfaced. On 24 August 2023, Qantas released three
media releases (Qantas 2023). Announcing new plane inventory, posting positive full year
1 See sources: (Nine 2024) (PerthNow 2024) (Breaking Travel News 2024).
2 See source: (Victoria Police 2024) at 8 minutes and 36 seconds.
3 See sources: (News.com.au 2024) (The New Daily 2024) (Shepparton News 2024) (ODT 2024) (Pedestrian 2024).
results and a mega sale and issue of large quantities of frequent flyer points, respectively to
generate positive press and uplifted public perceptions as intended.4 Seven days later, the
ACCC announced that it was taking Qantas to court for selling tickets to flights it had
already cancelled, breaching consumer law (ACCC 2023). Qantas issued a statement and
there was a large amount of negative fallout through news stories.5 Qantas had attempted
to use positive news to outweigh impending negative news resulting from court
proceedings. Here, the goal of the organisation superseded the public interest, regardless of
ethical responsibilities to be transparent and law abiding.
As a result of the above, journalists hold negative perceptions towards PR, using them as
scapegoats for the general decline of journalism. PRP’s are often referred to as ‘spin
doctors’ for the way they spin and present facts and truth (Currah 2009). There is an
undercurrent that PR and journalism by adopting straight PR lacks transparency and it is not
easy for the public to identify when an organisation is the source of or behind news.
IV. Conclusion
Tensions are high between PR and journalism because of internal and external factors
influencing the media and communications industry. The rise of social and digital media has
had a direct impact on revenue, causing cuts to the number of journalists and PRP’s
performing the same role with the same expectations. Where the tension between both is
imbalanced, it is the public trust in the news and organisations that suffers. Without a
symbiotic relationship, ethical responsibilities of companies and news organisations fall to
the wayside due with increasing pressures to meet revenue targets and organisational
objectives. Qantas and Victoria Police PR strategy and resulting journalism are case studies
in differences and similarities between PR and journalism. Over history, the relationship has
had its tensions, and while some believe that a little tension is healthy, now the tension
threatens to completely reshape the industry. Instead of combatting each other, both sides
should be collaborating to ensure they are meeting challenges and ethical responsibilities
alongside public interest.
4 See sources: (Market Screener 2023) (News.com.au 2023).
5 See sources: (Bloomberg 2023) (The Guardian 2023) (SMH 2023).
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Available at: https://www.qantasnewsroom.com.au/media-releases/qantas-orders-more-
aircraft-for-international-fleet/.
Qantas News Room. (2023). Qantas statement in response to ACCC action. [online]
Available at: https://www.qantasnewsroom.com.au/media-releases/qantas-statement-in-
response-to-accc-action/.
Roberts, J. (2016). Defining Strategic Communication. In Writing for Strategic
Communication Industries. online*: LibreTexts (Chapter 1) pp. 1-18.
Roberts, J (2016). Public Relations Writing. In Writing for Strategic Communication
Industries. Online*: LibreTexts. Chapter 9, pp.73-84.
Roberts, J. (2016). News Writing Basics. In Writing for Strategic Communication Industries.
Online*: LibreTexts. Chapter 5, pp. 24-31.
Sallot, L. (2002). "What the public thinks about public relations: An impression management
experiment." Journalism & Mass Communication Quarterly, 79(1), 150–171.
SBS News. (2024). Police fail to find body of Samantha Murphy as search efforts continue.
[online] Available at: https://www.sbs.com.au/news/article/police-fail-to-find-body-of-
samantha-murphy-as-search-efforts-continue/fr4aq04cg.
Schultz, I. (2007). The Journalistic Gut Feeling. Journalism Practice, 1(2), 190–207.
Shepparton News. (2024). Samantha Murphy unlikely to be found alive: police. [online]
Available at: https://www.sheppnews.com.au/national/samantha-murphy-unlikely-to-be-
found-alive-police/.
Sissons, H. (2012). Journalism and public relations: A tale of two discourses. Discourse &
Communication, 6(3), 273-294. [Online] Available at: https://doi-
org.wwwproxy1.library.unsw.edu.au/10.1177/1750481312452202.
Sydney Morning Herald. (2023). Qantas to scrap COVID-19 refund expiry date. [online]
Available at: https://www.smh.com.au/business/companies/qantas-to-scrap-covid-19-
refund-expiry-date-20230831-p5e0uy.html.
The Guardian. (2023). ACCC takes Qantas to court for allegedly selling tickets for cancelled
flights. [online] Available at: https://www.theguardian.com/business/2023/aug/31/accc-
qantas-legal-action-allegedly-sold-tickets-for-cancelled-flights.
The New Daily. (2024). Samantha Murphy disappearance linked. [online] Available at:
https://www.thenewdaily.com.au/news/state/vic/2024/02/23/samantha-murphy-
disappearance-linked.
Victoria Police. (24 February 2024). Phone data narrows search for missing Ballarat mum
Samantha Murphy. [online] Available at: https://www.youtube.com/watch?v=ZpTFJDWnyn0.
Weaver, D., Beam, R., Brownlee, B., Voakes, P., & Wilhoit, G. C. (2007). The American
Journalist in the 21st Century. Mahwah, NJ: Lawrence Erlbaum Associates.
Essay on the Relationship between Public Relations and Journalism
NAME
Student ID:
Tutorial: Thursday 11am to 1pm (H11B)
An essay in fulfilment of the requirements for the master’s degree of Public Relations &
Advertising under the guidance of Dr K Davies
Faculty of Arts, Design & Architecture
The University of New South Wales
April 2024
Introduction
Public relations (PR) is a practice that incorporates various communication strategies in order to
build a relationship between clients and the public (Hodson 2021), whereas journalism focuses on
gathering, analysing, and disseminating factual information to the public in a timely and accurate
manner.
Dating back almost a century, the industries have a mutually dependent relationship with PR
practitioners relying on journalists to disseminate their client’s message and journalists in turn
relying on the practitioners for content to fill their 24-hour news cycle.
Despite their symbiotic nature, a tension persists between PR and journalism which Davies (2024,
n.p) wittily describes as ‘frenemies’ and Macnamara (2014) refers to as ‘paradoxical’. This tension
largely arises from the differences between their goals, approaches, and ethical responsibilities.
While PR practitioners fulfil a dual role of being protective as well as proactive for their clients
(Davies 2024, n.p.) and uphold their interests, journalists serve the public interest and adhere to a
code of ethics that requires them to report truthfully and independently, while ensuring accuracy
and transparency (MEAA 1944).
In recent times, PR has become the dominant one in this relationship because of deep cuts to
newsrooms (Hodson 2021), resulting in the decline of traditional media and the increase in
consumption of news on social media platforms. Due to this, I believe PR practitioners should be
more careful of what they say now more than ever before because of the power they hold to
influence journalists who pick up their stories and relay it to the masses.
In this essay, I aim to present my argument by critically analysing the relationship between PR and
journalism in order to discuss their contrasting goals and approaches, delve deeper into the tensions
in this interdependent relationship, and highlight the differences between their ethical
responsibilities and the challenges that arise due to this.
To elucidate the complexities of the relationship between the two fields, two case studies will be
examined in order to demonstrate the dynamics at play and provide a comprehensive
understanding of their interdependence.
Goals and Approaches
The primary goal of PR is to create and build relationships with the public. To achieve this, PR
practitioners pitch their stories to journalists by sending them an appealing press release or
publishing it on their website (Catenaccio 2008, as cited by Sisson 2012). On the other hand, the
functional goal of journalism is to educate and inform the public in an objective manner by
selecting newsworthy stories that are often derived from press releases (Sisson 2012).
Sisson (2012) highlights that both genres aim to create a strong headline, lead, and a body copy
that follows a generic ‘inverted pyramid’ structure addressing the five W's (What, When, Where,
How, and Why) and the H (How). However, they differ in terms of goals, target audiences, tone,
and overall content (Pander Maat 2008, as cited by Sisson 2012).
Samantha Murphy case: Press Release vs News Story
Victoria Police media release
The first press release of the incident came from the Victoria Police. The copy had a
straightforward, goal-oriented headline ‘Appeal for CCTV footage’, followed by a lead that
encompassed the most important information of the incident such as the age, location, and last-
known information about the missing lady. The body copy followed the generic inverted pyramid
structure, and the tone of voice was formal as it was invariably written from the point of view of
the police (Sisson 2012). It contained many long paragraphs with additional details and quotes
from the investigators unlike a news article. Like a traditional press release, it ended with the
contact details of spokespeople (Catenaccio 2008, as cited in Sisson 2012).
ABC News article
The first news story published by the ABC evidently picked up the information from the press
release and followed a similar inverted pyramid structure in the copy. The copy began with an
emotionally-charged headline ‘Daughter, husband of missing Ballarat mother Samantha Murphy
plead for her to come home’ (ABC 2024), followed by a lead encapsulating the most important
information.
Unlike the press release, the new story created a narrative of ‘a missing mum’, adding more
emotion to the story of the missing woman. The PR team of the police wrote the copy in the interest
of the organisation which was to gain assistance in finding the woman, while the journalist at the
ABC relayed this information to the public by presenting it in an honest and emotional manner to
attract the target audience.
Tensions and Paradoxical Relationship
According to Macnamara (2014), extensive research spanning a century reveals a complex
interrelationship between PR and journalism, marked by tension and paradox. The findings can be
attributed to journalists holding a negative perception of PR practitioners who “spin” stories to
portray their clients in a positive light.
While this tension may not always be applicable in the case of a press release from the police as
in the Samantha Murphy case, it may arise between the PR team of a commercial organisation
such as Qantas and journalists.
Qantas case study: Press Release vs News Story
Qantas media release
Qantas published a press release on their website promising to discount over one million seats.
The headline used was ‘QANTAS AND JETSTAR DISCOUNT MORE THAN ONE MILLION
SEATS’ and followed the generic inverted pyramid structure. It also contained tables with several
promotional information and sales prices of flights with asterisks, indicating additional
information. This release came a few months after a massive scandal wherein the Australian
Competition and Consumer Commission took the airline company to court for advertising flights
that had already been cancelled (ACCC 2023).
News.com.au news stories
The news story was almost instantly picked up by News.com.au with the headline ‘Qantas launch
mammoth sale and slash the price on millions of seats’. The body copy indicated independent
research by the journalist who objectively reported the promotional offer by the airline company,
while also highlighting the fact that Australian airlines are coming under fire for their performance.
She also included statistics by the Bureau of Infrastructure and Transport Research Economics
about the ‘punctuality’ and ‘reliability’ of Australian airlines.
The tension between the two disciplines is clear as the press release attempts to attract journalists
to pick up the story by communicating it in a ‘newsworthy’ manner while portraying Qantas in a
positive light (Catenaccio 2008; McLaren and Gurău, 2005, as cited in Sisson 2012). However,
the journalist maintains objectivity and reports the story in an honest and unbiased manner.
Ethical Responsibilities and Challenges
Ethics play an important role in ensuring the honesty, credibility and integrity of PR and journalism
given their potential to have a significant impact on society at large. While PR is governed by the
Public Relations Institute of Australia (PRIA 2009) Code of Ethics, journalism is guided by the
Code of Ethics laid out by the Media, Entertainment and Arts Alliance (MEAA 1944).
Journalists have to be factual, impartial, and accurate (MEAA 1944). They have to ensure honesty,
fairness, independence, and respect people’s rights. For example, in the Samantha Murphy case, it
was important for journalists to report the incident and related updates on the case only after it had
been released by the Victoria Police themselves to ensure credibility and accuracy. It would be a
breach of the code of ethics if journalists created news articles solely based on speculation.
As mentioned in class, Channel Seven recently came under fire after one of their journalists
wrongly published the name of a man as the Sydney Bondi Junction killer, leading to a lawsuit
(The Guardian 2024). Such incidents can also lead to severe reputational damage to a news firm.
On the other hand, PR practitioners work to serve the interest of their clients. Although they must
ensure to refrain from making any kind of misleading claims, their role involves engaging in
advocacy and persuasion to meet the objectives of their clients.
For example, Qantas engaged in making the copy of their press release very persuasive and
engaging. It also includes a variety of promotional elements with asterisks and quotes from the
CEO making huge promises to consumers. The use of asterisks is clever as it indicates that there
is additional information to specific claims, safeguarding the firm from being subjected to legal
action for misleading information.
Conclusion
PR and journalism exist in a communication ecosystem where they share some common ethical
responsibilities such as maintaining honesty, credibility, and avoiding of conflicts of interest.
However, there are tensions in this “frenemies” (Davies 2024, n.p.), “love-hate” and “paradoxical”
dynamic because of their varying goals and approaches.
Today, with journalism being more reliant on PR than ever before because of the news cuts that
have taken place (Hodson 2021), I believe that PR practitioners have more of a responsibility
towards the public. With the increase in consumption of news on social media, the content released
by PR practitioners lets them take on a journalist’s role to an extent as they disseminate information
through their social media pages. Therefore, it is important for them to be mindful of the way in
which they present the information and not go overboard in an attempt to promote their client’s
interests.
In order to foster a mutually beneficial relationship between PR and journalism, it is important for
the people working in these fields to maintain mutual respect and understanding, and strictly follow
the guidelines laid out by the MEAA and PRIA. By doing this, both industries can continue to
thrive in their respective roles within the communication ecosystem and have a positive impact on
society at large.
References
1. Davies, K, 2024, ‘Week 10’, Writing for Media, University of New South Wales,
Sydney, 16 April.
2. Jaigris, H 2021, ‘Rethinking the relationship between journalism and public relations’,
International Journalists' Network, accessed 15 April 2024,
relations>.
3. Journalist Code of Ethics 1944, MEAA, accessed 15 April 2024,
.
4. Kirkham, R and Lawson, K 2023, Daughter, husband of missing Ballarat mother
Samantha Murphy plead for her to come home’, ABC, 8 February, accessed 15 April
2024, continues-victoria-police-cctv/103438520>
5. Macnamara, J 2014, ‘Journalism–PR relations revisited’: The good news, the bad news,
and insights into tomorrow's news, Public Relations Review, No. 40, pp. 739-750,
accessed 15 April 2024 from UNSW Reading List.
6. Meade, A 2024, ‘Sydney man Benjamin Cohen wrongly named as Bondi Junction killer
by Channel Seven seeks damages’, The Guardian, 17 April, accessed 18 April 2024,
wrongly-named-as-bondi-junction-killer-by-channel-seven-seeks-damages>.
7. Public Relations Institute of Australia (PRIA) Code of Ethics, PRIA, accessed 15 April
2024 from UNSW Reading List.
8. Qantas 2023, Qantas And Jetstar Discount More Than One Million Seats, media release,
accessed 15 April 2023, and-jetstar-discount-more-than-one-million-seats/>.
9. Sissons, H 2012, ‘Journalism and public relations’: A tale of two discourses, Discourse &
Communication, No. 6, pp. 273-294, accessed 15 April 2024 from UNSW Reading List.
10. Victoria Police 2023, Appeal for CCTV Footage, media release, accessed 13 February
2023, .
Final Essay: Relationship Between Public Relations & Journalism
MDIA5001 Assessment 3
NAME
ID
TUTOR
T16C Tuesday 4-6PM
17 April 2024
Word count: 1447 words
Introduction
Public Relations (PR) and Journalism are pivotal in shaping public opinion in our digital age.
While both sectors are essential in disseminating information, they operate with differing goals,
approaches, and ethical responsibilities. As media consumption patterns change, it is crucial to
understand the differences. This essay explores the distinct methods of PR and journalism,
critiques the tensions between them, and highlights their ethical responsibilities and challenges.
Goals and Approaches
Public relations focus on managing and promoting an organisation’s reputation and image, defined
as “the practice of using communication strategies to build relationships between organisations
(such as corporations, institutions, and government) and the public (Hodson 2021, np). PR is, at
its core, about building credibility.
On the other hand, journalists broadly define journalism as delivering accurate and unbiased
information to the public. According to the MEAA Journalist Code of Ethics (2024, np),
“Journalists search, disclose, record, question, entertain, comment, and remember. They inform
citizens and animate democracy. They scrutinise power, exercise it, and should be responsible and
accountable,” meaning the public expects their stories to be objective and informative.
The Erin Patterson mushroom case offers insight into PR and journalism’s different approaches
and objectives in communicating information to the public. The Victoria Police Department
designs its media conference to provide a structured and controlled narrative regarding the arrest.
Led by Detective Inspector Dean Thomas, an authoritative figure, the statement emphasises the
police’s commitment to the investigation. It encourages the public to refrain from speculation and
information sharing (ABC News 2023). Thomas’ role is crucial in acknowledging the public’s
interest while continuously reinforcing that officers work diligently to get to the bottom of the
case. Ultimately, the police make the interpretation of the case clear: they are actively working on
it, and the public should not make assumptions.
In contrast, news coverage of the mushroom incident presents comprehensive information on the
arrest, including context and details. It delves deeper into the relationships between the accused
and the victims and previous incidents and incorporates statements from external sources such as
the Australian Mushroom Growers Association. By weaving together these elements, the news
coverage offers a nuanced view of the tragedy and how it impacted the affected communities,
allowing readers to gain transparency in the case and form their judgements.
These differences between PR and journalism can create tensions on how information is
communicated to the public. While PR seeks to manage and control company image, journalism
aims to provide a comprehensive account of events that fosters transparency in informing public
discourse.
Tensions Between PR & Journalism
These differing objectives create conflicts, especially when public interest intersects with
organisational interests. Traditionally, PR practitioners rely on journalistic connections to convey
their messages, while journalists rely on PR to find compelling stories. The changing media
consumption landscape has significantly impacted the relationship between PR and journalism.
As newsrooms grapple with declining staff numbers and an increase in competition, there is a
noticeable shift in the balance of power. Macnamara (2014) tells us that “Declining staff numbers
result in less time for research and writing, which [editors and journalists] blame for the high levels
of PR content finding its way into media” (p. 743). An influx of new platforms vying for
viewership has further underlined this shift.
As Hodson (2021) observes, “Now journalism is increasingly relying on PR to survive [...and] this
balance shifts in favour of public relations, it becomes harder for the public to trust news” (np);
the delicate balance between PR and journalism has been tampered. The PR-focus shift now drives
newsrooms to turn to advertorials or sponsored content to supplement revenue. Consequently, this
normalises sensationalism and clickbait tactics, challenging the integrity and objectivity of
journalistic practices.
Analysing Woolworths’s case, the timing of CEO Brad Banducci’s retirement announcement,
following closely on the heels of allegations of price gouging, raised questions about Woolworth’s
company motives and PR strategy. Investigative news reports revealed that Woolworths had
sought to increase profit margins “using economy-wide inflation as cover” (Grigg, Potaka &
Hildebrandt 2024, np), requesting the supplier absorb a portion of the price increase.
In contrast, Woolworths’ media release paints a positive narrative, praising Banducci’s leadership
and highlighting the company’s successes under his tenure without mentioning the price-gauging
allegations (Woolworths Group 2024, np). This media release is a classic example of a controlled
media release in public relations, seeking to manage the company’s reputation amidst scrutiny and
criticism.
Similarly, the collapse of the Francis Scott Key Bridge in Baltimore also evidences the tension
between PR and Journalism in portraying and interpreting challenges faced by immigrant workers
in the United States. The South China Morning Post opinion story on the Baltimore Bridge
collapse is also investigative journalism, scrutinising political rhetoric and the plight of immigrant
workers. “Striking footage of such massive structure collapsing into a heap of twisted metal and
the miraculous effort to block drivers [...but] that miracle didn’t extend to eight workers on the
bridge, who were focused on the operation of heavy equipment needed to keep a major artery in
the port in working order” (Delaney 2024, np).
In the aftermath of the collapse, PR professionals would typically focus on crisis management and
emphasise the quick response of emergency services. Delaney’s (2024, np) piece suggested that
the quick blockage of drivers onto the collapsed bridge garnered significant attention. This
controlled narrative downplays the negative aspects that could harm the company’s reputation,
focusing instead on other factors.
However, this approach creates tension with journalistic practices aiming to delve deeper into the
tragedy’s circumstances. Journalists explore the working conditions and raise critical questions: If
we are mourning these victims, why are the immigrant workers who worked to maintain the bridge
not given the same recognition? PR manages these perceptions, shaping organisational narratives
that may obscure public interest.
Ethical Responsibilities and Challenges
PR and journalism have different guidelines and implications regarding ethical responsibilities and
challenges. PR navigates an ethical terrain where truth versus loyalty is prevalent. While a Code
of Ethics by the Public Relations Institute of Australia (PRIA) exists, its enforcement remains lax,
and there are no strict industry standards to enforce transparency. This inconsistency gives way to
omitting the truth, and PR practitioners can prioritise company loyalty over completely disclosing
what they are promoting.
As mentioned, Journalists are bound to a rigid and recognised set of ethical codes. Such codes also
include reporting and interpreting honestly, attributing all information to its source, and disclosing
all conflicts of interest (MEAA 2024). These standards reflect a commitment to the integrity of
information dissemination.
While PR might focus on protecting a brand’s reputation, journalists seek to report the complete
story. The Samantha Murphy case is an example of ethical complexities in instances where law
enforcement agencies control the flow of information. The Victoria police manage the Murphy
case, and journalists can only report on the facts presented by police authorities. Such limitations
result in news coverage gaps as crucial details can be left out. This scenario shows that while
journalists can seek to uncover a whole story, the information available limits them. Authorities
interested in shaping the narrative can cause transparency issues, especially when relying on
official channel PR teams.
The Murphy case is an instance that highlights the ethical responsibilities of PR practitioners. The
news serves the public interest, meaning organisations like the police hold institutions accountable
and provide citizens with information to participate in a democratic society. When law
enforcement agencies withhold information or provide limited details, it undermines these
principles and erodes public trust in the police force and the media, which ties into journalism.
Additionally, the rise of branded content presents another ethical challenge to journalistic integrity.
The Interactive Advertising Bureau (IAB) defines branded content as “paid content from a brand
that is published in the same format as a full editorial on a publisher’s site, generally in conjunction
with the publisher’s content teams themselves” (as cited in Hardy 2021, p. 108), blurs the line
between news reporting and promoting material.
Journalists are “ethically bound to declare conflict of interests and hold the wall between
advertising and journalist content” (Davies 2024, np); as companies produce content that mimics
what the public knows as traditional news formats, the risk of misleading readers and losing
credibility increases.
Conclusion
As our media landscape evolves, the relationship between PR and journalism will continue to be
a point of debate. The cases examined in this essay highlight the differences and challenges both
PR and journalism face. As we move forward, it becomes imperative for professionals in both
fields to recognise these differences and work collaboratively to uphold truth and transparency for
the public interest. By doing so, we can ensure a democratic media landscape of journalistic
integrity.
Bibliography
ABC News 2023, Police arrest Erin Patterson over Leongatha suspected mushroom poisoning
deaths, online video, accessed 17 April 2024, ALfS5PJjg&ab_channel=ABCNews%28Australia%29;.
Davies, K 2024, MDIA5001 Week 9 Content Lecture, University of New South Wales, 9 April
2024.
Delaney, R 2024, ‘Opinion | Baltimore bridge collapse shows how the US needs yet neglects
immigrants’, South China Morning Post, 1 April, accessed 15 April 2024,
shows-how-us-needs-yet-neglects-immigrants>.
Grigg, A, Potaka, E & Hildebrandt, C 2024, ‘Supermarket industry insiders reveal how Coles
and Woolworths profit off rising prices’, ABC News, 18 Feb, accessed 16 April 2024,
four-corners/103469300>.
Hardy, J 2021, Branded content the fateful merging of media and marketing, Routledge, e-book,
accessed 17 April 2024 from Taylor & Francis Online Database, taylorfrancis-
com.wwwproxy1.library.unsw.edu.au/chapters/mono/10.4324/9781315641065-6/going-
native-digital-media-jonathan-hardy>.
Hodson, J 2021, ‘Rethinking the relationship between journalism and public relations’,
International Journalists’ Network, 3 May, accessed 13 April 2024,
relations>.
Macnamara, J 2014, ‘Journalism–PR relations revisited: The good news, the bad news, and
insights into tomorrow’s news’, Public Relations Review, 40(5), accessed 15 April 2024,
.
Media, Entertainment & Arts Alliance 2024, ‘MEAA Journalist Code of Ethics’, MEAA,
accessed 17 April 2024, .
Woolworths Group 2024, ‘Retirement of Managing Director & Group Chief Executive Officer’
Woolworths Group, 21 February, accessed 17 April 2024,
managing-director---group-chief-executive-
officer.html#:~:text=Brad%20will%20retire%20after%2013>.
MDIA5001 Writing for Media – Assessment Three
Student: ID:
Tutor:
Class: [H11A] Thursday 11:00am
1
A critical analysis on the frenemyship between
public relations and journalism
This paper discerns the instrumental relationship between public relation and
journalism by contrasting their value orientations, analysing their tensions over public
trust and attention, and identifying three ethical dilemmas facing media industry.
Organisational reputation versus public interest
The “tensioned and paradoxical” interrelationship between public relations (PR) and
journalism (Macnamara 2014, p. 739) represents a “frenemyship”—integrating
friendship and enemyship to serve instrumental goals rather than affinity (Mills, Yu &
Mongeau 2023, pp. 796-804). Both disciplines rely on each other to mediate
information to the public, but their orientations constitute a long-standing frenemyship
in a communication ecosystem.
The orientation of PR is for organisational reputation whereas journalism for public
interest. According to Public Relations Society of America (2024), “Public relations is
a strategic communication process that builds mutually beneficial relationships
between organizations and their publics”. The goals are to help organisations maintain
their reputation and credibility, and to channel targeted, positive messages to publics
(Roberts 2016, pp.2-3). Journalism, on the contrary, serves public interest. According
to Media, Entertainment & Arts Alliance (n.d.), journalism is founded on “[r]espect for
truth and the public’s right to information” around news values such as “timeliness,
relevance, identification, conflict, sensation and exclusivity” (Schultz 2007, cited in
Harcup & O’Neill 2017, p. 1472). Their goals are to “publish ‘newsworthy’ information”
attracting the target audience (Sissons 2012, p. 278), and to tell the truth.
This contrast is evident in the resignation of Woolworths Group CEO Brad Banducci.
The media release issued by Woolworths Group (2024) states that the Group Board
recognises Banducci as “one of Woolworths Group’s finest leaders” with his
“outstanding leadership and contribution”. The discourse is predominantly positive,
upholding the reputation of the company. The news stories, however, are a world away.
MDIA5001 Writing for Media – Assessment Three
Student: ID:
Tutor:
Class: [H11A] Thursday 11:00am
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An ABC News story (Terzon 2024) connects the retirement of Banducci with the
company’s “$781 million loss” and highlights his walking out of the Four Corners
interview themed on price gouging, while a 7NEWS report (Taylor 2024) frames the
“staggering payout” of $24 million in shares to Banducci as “an admission of guilt from
Woolworths”. Public opinion led by journalists is critical, divergent, and truth-revealing,
in contrast to the controlled and positively biased narratives presented by PR.
Tensions over public trust and attention
The instrumental relationship between PR and journalism built on “access to and use
of information” (Gandy 1982, p. 61) is also reflected in recurring tensions over two
themes: trust and attention from the public.
Public trust
PR mediates trust in organisations; journalism mediates trust in news. While
“journalism keeps PR accountable” (Hodson 2021) by providing authentic, credible
news to the public, journalists also rely significantly on PR for “information subsidies”
(Gandy 1982, p. 61). Research by Sissons (2012, p. 274) indicates that “between 50
and 80% of news shows some public relations influence”. PR practitioners provide
journalists with ready-to-use, “pre-packaged sources of news” (Lewis, Williams &
Franklin 2008, p. 1) including media release written in inverted pyramid format so that
news “can easily be shortened from the end” (Po¨ttker 2003, p. 502) and reads like a
news story. Journalists, under “time and financial constraints” (Bugeja 2019, p. 66),
may be less critical of PR information.
In practice, PR practitioners put organisational credibility over journalistic credibility,
especially on negative agendas. They tend to gatekeep the flow of information to
protect organisational reputation, including spinning the topic away, declining a media
enquiry, or keeping the ‘lines to take’ (LTT) consistent. Journalists, however, exist to
question, challenge, and inform the public.
Public attention
Secondly, PR and journalism are competing for public attention where there is “an
abundance of choice but a scarcity of attention” (Currah 2009, p. 158). For PR, getting
MDIA5001 Writing for Media – Assessment Three
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media attention is the first step before getting their PR messages out for public
attention. Journalists also compete for public attention because readers are both
citizens and consumers. As competition intensifies, journalists may appeal to
sensationalism and negative news for stronger responses.
The tensions over public trust and attention are apparent in the backlash against NSW
Police Commissioner Karen Webb APM. Although a media release was issued
expressing Karen Webb’s notion of sharing “the sadness and shock about the alleged
nature of Luke and Jesse’s deaths” (NSW Police Force 2024), the journalists
continued to question her leadership in relation to describing the alleged double
murder by a serving officer as “a crime of passion”, referencing the ‘haters gonna hate’
lyric in her response, and hiding from the media (Day 2024). This proves that
journalism can turn against PR to fulfil the watchdog function of the Fourth Estate.
Ethical responsibilities and challenges
PR and journalism, having different ethical responsibilities, are often caught in
dilemmas. The right-versus-right dilemmas are worth discussing because they
represent deep-seated tensions and are likely to get intensified over time.
Our discussion is referenced on the first three dilemma paradigms conceptualised by
Kidder (2003, p. 18), known as truth-versus-loyalty, individual-versus-community, and
short-term-versus-long-term. The PRIA Code of Ethics (Public Relations Institute of
Australia 2009) and the MEAA Journalist Code of Ethics (Media, Entertainment & Arts
Alliance n.d.) are adopted. Both ethical codes bind their members while stronger
expectations for journalism ethics conventionally arise. Dilemmas develop as there is
“right on both sides” (Kidder 2003, p. 16) but impossible to do both.
Trust versus loyalty
The trust-versus-loyalty dilemma arises from different responsibility attributions.
Journalism focuses on “duty to the public” whereas PR on “duty to the client
organization” (Yang, Taylor & Saffer 2016, p. 146). The PR Code suggests that the
responsibility is owed to “the community as well as to their clients and employers”,
whereas the Journalism Code esteems “public responsibilities” as the highest ethical
conduct. This fundamental difference prompts the trust-versus-loyalty dilemma.
MDIA5001 Writing for Media – Assessment Three
Student: ID:
Tutor:
Class: [H11A] Thursday 11:00am
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In the Tassal case study, PR practitioners are responsible for communicating the
sustainability commitment of their client, Tassal, on “the health, welfare, and quality”
of fish (Tassal n.d.). Journalists, however, strive to disclose the unethical practices of
Tassal that the salmon giant “used 368.5 kilograms of a controversial antibiotic”
(Burton 2024) at their ocean fish farms, and has previously tried to block the release
of information using the “commercial in confidence” reason (Hewett 2023). The truth-
versus-loyalty dilemma only gets intensified as public’s demand for truth and
accountability heightens.
Individual versus community
Different responsibilities on information leads to the individual-versus-community
dilemma. The PR Code guides practitioners not to “disseminate false or misleading
information” that, in practice, PR practitioners tend to control information and protect
individual rights of the organisation, especially over commercial confidentiality and
privacy. The Journalism Code, however, emphasises the “accuracy, fairness and
disclosure of all essential facts” for public good. The pressure on newsworthiness also
drives journalists to dig information, public and private, thus intensifying the individual-
versus-community dilemma.
The case of missing mother Samantha Murphy demonstrates such dilemma. In the
Victoria Police media conference (ABC News 2024), the journalists kept asking for
additional information regarding the scope of suspects, the family’s business, and the
possibility of foul play. However, Detective Acting Superintendent Mark Hatt, who acts
as the spokesperson for Victoria Police on this case, kept refusing to “comment on
specifics” and reassured that Police were “looking at absolutely everything and every
possible scenario”. Furthermore, the guidance of College of Policing (2022) also states
that, “Suspects should not be identified to the media (by disclosing names or other
identifying information) prior to the point of charge”. The PR approach is to protect
individual privacy and eliminate the risk of exposing police intelligence. Journalists, on
the contrary, believe that they are doing the right thing for public interest because the
suspects can pose further harm to the community. This individual-versus-community
dilemma becomes problematic when both sides have a polarising responsibility
towards information.
MDIA5001 Writing for Media – Assessment Three
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Short-term versus long-term
The short-term-versus-long-term dilemma is intensified by the emergence of branded
content with “the blurring of professional boundaries” (Fisher, Park & Lee 2021, p.
1964) between PR and journalism. According to Hardy (2022, p. 3), branded content
involves “from material that is self-published by brands […] to ‘publisher-hosted’
content, where brands supply or fund material” for publication. The PR Code only
advises practitioners to “avoid false, misleading or exaggerated claims” but not on the
extent of commercial influence, whereas the Journalism Code focuses more on the
avoidance of personal benefit violating the “accuracy, fairness or independence” of
journalism. This short-term commercialisation of branded content, if not handled
properly, is eroding the long-term credibility of media.
The Woolworths Fresh Ideas magazine is a form of branded content promoting the
products available at Woolworths stores. In the April 2024 issue of the magazine, Ian
Cathels is portrayed as a happy, second-generation Australian grower supplying
“naturally sweet”, “harvested by hand” apples to consumers (Pyers & Wilson 2024, p.
46). However, journalists reveal that major supermarkets are price gouging at the
expense of the future of growers who worry that “there won’t be any family farms left
within five to 10 years” (Brown & Gardiner 2024). With commercialisation, this short-
term-versus-long-term dilemma is expected to intensify, reinforcing the dichotomy that
“PR has been framed as an inherently negative force, a cancer that is eating away at
the heart of modern journalism” (Currah 2009, p. 62).
Overall, this paper has a limitation on discussing the solutions to these ethical
dilemmas. Future research is recommended on the best practices of PR and
journalism to overcome ethical challenges.
Conclusion
The paper concludes that the tensions and ethical challenges between PR and
journalism can be explained by their different value orientations: PR for organisational
reputation and journalism for public interest.
(word count: 1587 words)
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MDIA5001 Writing for Media – Assessment Three
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relations review, vol. 42, no. 1, pp. 146–160.
Push-and-Pull For Narrative: An Examination of Journalism
and Public Relations Relationship
Abstract
The relationship between journalism and public relations has been long perceived as a ‘love-
hate’ relationship (Macnamara 2014, pp. 739-750). On the one hand, journalists are
increasingly relying on PR specialists for raw materials and agenda-setting (Lewis et al. 2008,
pp. 1-20). On the other hand, the perception of journalists is subject to the prejudice that they
are superior to PRs (White & Hobsbawm 2007, pp. 283-292). This paper examines the
journalism-PR relationship by comparing the structure and framing of PR releases and news
articles, and reviewing the literature. I close by arguing the dynamic is co-constructed by both
journalism and PR in push-and-pulls, but the border between these two professions is blurred
due to multiple reasons.
The fundamental divergence
While the relationship between journalism and public relations is interdependent, their goals
and approaches are essentially different. Public relations is defined as a strategic
communication process that shapes the public perception of an organisation (PRSA 2019).
Although public relations claims to build “mutually beneficial relationships between
organisations and their public” (PRSA 2019), it is designed to benefit organisations in effect
(Guadagnolo 2020). Public relations prioritises organisations’ interests, whereas journalism
serves public interests (Ikonen et al. 2016, pp. 165-178). This is also reflected in the ethics of
two occupations: PR values advocacy, client’s rights, and relationship building the most,
whereas journalism focuses on society, social justice, and human rights (Yang et al. 2016, pp.
146-160). Journalism presents all relevant facts and unearths the truth (MEAA 2016).
Moreover, bad news and conflicts are significant elements of news values (Harcup & O’Neill
2017, pp. 1470-1488). Additionally, the relationship between journalism and PR is subjected
to the trivialisation, demonisation and marginalisation of PR. Journalism schools inculcate
the idea of ‘PR is a second-ranked profession’ to their students (Macnamara 2014, pp. 739-
750). When organisations are involved in scandals or crises, public relations specialists aim
to protect their reputations and sway public opinion, but journalists are dedicated to
conducting thorough investigations to reveal the stories backstage. Thus, the push-and-pull
dynamic is built.
Presenting the tension
The tension between journalism and public relations lies in the structures of press releases
and news articles. For instance, Qantas CEO Alan Joyce announced its post-COVID recovery
plan in a speech in June 2020. He first reassured the public of the group’s achievement
regarding crisis management, stating that the company kept its shape and growth robust.
However, this time, the crisis was unprecedented. Mr. Joyce continued by offering the context;
it implied that it was common for airlines to take extreme measures to survive such challenges.
By using such phrasing, Qantas moderated its own responsibility to some extent.
After all these preliminaries, the CEO of Qantas finally revealed the specific actions, which
were the critical part of the speech:
The first is to rightsize our workforce, fleet and capital spending for a world that has less flying for an
extended period.
The second is restructuring to deliver ongoing savings across the Group’s operations in a changed market.
And the third is recapitalising through an equity raise that will strengthen our balance sheet and accelerate
our recovery (Qantas 2020).
It is worth noticing that he strategically chose the word ‘rightsize’, conveying the message in a
subtle and nuanced way. Using ‘rightsize’ implies that this action is well-considered and aims
to optimise the use of resources. It's not just about cutting staff. Thus, ‘rightsize’ has a positive
implication. It emphasises efficiency and optimisation rather than just cost reduction. By
using ‘rightsize’, the CEO attempted to mitigate the negative reactions from employees and
the public, indicating that the adjustments were necessary and thoughtful. That means the
measures were taken for long-term and comprehensive considerations. Similarly, choosing
the word ‘restructure’ understated the issue. The actual meaning of ‘restructure’ is grounding
multiple aircraft and furloughing 15,000 employees without pay (Khadem et al. 2020). In
terms of the ‘recapitalise’, it suggested the airline would cancel the dividend payment to its
shareholders (Butler 2020).
In summary, this speech downplayed the problem by subtle wordcraft and strategically placing
the bombshell towards the end.
However, the journalists didn’t buy into this narrative. The headline of an ABC report
mentioned, ‘Qantas to cut at least 6,000 jobs’ (Khadem et al. 2020). The Guardian’s headline
was even blunter: ‘Qantas to cut 6,000 jobs and keep 15,000 stood down in bid to survive
coronavirus downturn’ (Butler 2020). Furthermore, both the ABC and The Guardian included
layoff and furlough in the leads or the first two paragraphs. Journalism always pursues the
maximum impact and the most efficient communication. Thus, the industry established the
inverted pyramid as a professional standard (Po¨ttker 2003, pp. 501-511). These news articles
ditched the ambiguous language of the CEO’s speech and straightforwardly stated the true
implications of the announcements. This revealed the facts that Qantas was trying to hide.
While the speech aimed at evading Qantas’s responsibility, The Guardian managed to hold the
airline accountable by quoting the national secretary of the Transport Workers’ Union,
Michael Kaine. Kaine suggested both the company and the government were responsible for
the job losses (Butler 2020). Moreover, The Guardian’s piece expressed a hint of
dissatisfaction with Alan Joyce by comparing the speech with his previous statements:
Despite the job losses and financial carnage, Joyce stood by his controversial “Project Sunrise” plan to
start ultra-long-haul flights of up to 21 hours to London and New York.
His sober words on Thursday contrasted with punchy statements in March, when he took aim at Virgin
by saying it was “survival of the fittest” in the airline industry and Qantas was “working on is making sure
we are last man standing” (Butler 2020)
Another example is the ‘double murder’ case in Sydney. After the murder of the gay couple,
NSW Police Commissioner Karen Webb commented that the case was a ‘crime of passion’,
sparking the outcry of the queer community (Beazley & Ittimani 2024). Nevertheless, her
statement didn’t mention this controversial remark. However, the journalists acutely
identified this gap. The Guardian piece unveiled criticisms of the statement by quoting Evan
Zijl, a member of Pride in Protest: ‘“The comment suggests that there is a fundamental
misunderstanding from police on how relationships in domestic violence works,” Zijl says.’
(Beazley & Ittimani 2024). Meanwhile, an article by The Conversation investigated historical
conflicts between the police and sexual minority groups, demonstrating ‘the ongoing stigma
associated of criminalisation’ (Ellis & Asquith 2024).
Therefore, the structures of public relations materials and news articles are widely divergent,
as they serve different purposes. The tension is reflected in the push-and-pull for the narrative.
The existing challenges
With the advent of the mobile internet, social media platforms have risen. Today, everyone is
empowered to have a voice, even the opportunity to amplify their message. Public relations
units may feel challenged as they will not monopolise the narrative. For instance, Li Wenliang,
the whistleblower, first spotted the coronavirus outbreak in Wuhan, breaking the silence of
the authorities (Xiao et al. 2022). However, social media can be a double-edged sword for PR
specialists, as they can circumvent journalists and directly speak to the public (Macnamara
2014, pp. 739-750).
On the journalism side, signs of an imbalanced power dynamic have become apparent. First,
due to the surging workloads and massive layoffs, journalists are increasingly relying on public
relations to provide raw materials (Sissons 2012, pp. 273-294). If PR materials are published
in newspapers unchecked, the integrity of journalism will be compromised (Lewis et al. 2008,
pp. 1-20). Secondly, when facing limited resources and shorted hands, journalists are inclined
to conduct acts of public relations, such as promoting local firms. This pattern has been
identified in some rural areas (Perreault 2023, pp. 322-359). Furthermore, as the revenue of
newspapers and magazines is sharply declining, the prosperity of corporate publications has
nurtured brand journalists. They strive to walk a tightrope between maintaining editorial
independence and meeting client needs (Koch et al. 2021, pp. 749-766). Lastly, the study
shows that when journalism is subjugated by administrative forces, the function of the fourth
estate will be diminished. Consequently, the approach and goal of journalism will lean towards
PR (Simons 2018, pp. 3-25). Similar to Russia, the same issue also exists in China, where all
newspapers and television stations are controlled by CCP. In this case, journalism, public
relations, or propaganda are indistinguishable.
Conclusion
To sum up, it is the divergence of purpose and ethical responsibilities that leads to tension between journalism and public relations. This tension is embodied in the structure and wordcraft of PR materials and news coverage, and can be summarised as ‘push-and-
pull’ for narrative. PR specialists tend to mitigate negative influence by carefully framing and strategically placing key information, whereas journalists prioritise the most efficient and impactful approach to communication. However, the tension has been diluted due to the journalists’ growing dependence on PR materials, the prosperity of branded content, and the government’s control over media outlets.
Reference
Beazley, J & Ittimani, L 2024, ‘“A lot of hurt and anger”: how the queer community feels let down by
NSW police’, The Guardian, 28 February, viewed 21 April 2024,
queer-community-feels-let-down-by-nsw-police>.
Butler, B 2020, ‘Qantas to cut 6,000 jobs and keep 15,000 stood down in bid to survive coronavirus
downturn’, The Guardian, 25 June, viewed 11 April 2024,
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Ellis, J & Asquith, NL 2024, ‘The policing of LGBTQ+ people casts a long, dark shadow. Marching at
Mardi Gras must be backed up with real change’, The Conversation, 1 March, viewed 21 April 2024,
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Harcup, T & O’Neill, D 2017, ‘What is News? News values revisited (again)’, Journalism Studies, vol. 18,
no. 12, pp. 1470–1488.
Ikonen, P, Luoma-aho, V & Bowen, SA 2016, ‘Transparency for Sponsored Content: Analysing Codes of
Ethics in Public Relations, Marketing, Advertising and Journalism’, International Journal of Strategic
Communication, vol. 11, no. 2, pp. 165–178.
Khadem, N, Janda, M & Chalmers, S 2020, ‘Qantas to cut 6,000 jobs, grounds most international flights
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Koch, T, Viererbl, B & Schulz-Knappe, C 2021, ‘How much journalism is in brand journalism? How
brand journalists perceive their roles and blur the boundaries between journalism and strategic
communication’, Journalism, vol. 24, no. 4, pp. 749–766.
Lewis, J, Williams, A & Franklin, B 2008, ‘A COMPROMISED FOURTH ESTATE?’, Journalism Studies,
vol. 9, no. 1, pp. 1–20.
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Perreault, MF, Walsh, JF, Lincoln, L, Perreault, G & Moon, R 2023, ‘“Everything Else is Public Relations”
How Rural Journalists Draw the Boundary Between Journalism and Public Relations in Rural
Communities’, Mass Communication and Society, vol. 27, Taylor & Francis, no. 2, pp. 322–359.
Po¨ttker, H 2003, ‘News and its communicative quality: the inverted pyramid—when and why did it
appear?’, Journalism Studies, vol. 4, no. 4, pp. 501–511.
PRSA 2019, About Public Relations, Public Relations Society of America, viewed 10 April 2024,
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Qantas 2020, CEO speech – Qantas Group Post-COVID recovery plan, Qantas News Room, viewed 11
April 2024, covid-recovery-plan/>.
Simons, G & Strovsky, D 2018, ‘The interaction of journalism and public relations in Russia: A self-
perception’, Global Media and Communication, vol. 15, no. 1, pp. 3–25.
Sissons, H 2012, ‘Journalism and public relations: A tale of two discourses’, Discourse &
Communication, vol. 6, no. 3, pp. 273–294.
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1, no. 2, pp. 283–292.
Xiao, M, Qian, I, Liu, TW & Buckley, C 2022, ‘How a Chinese Doctor Who Warned of Covid-19 Spent
His Final Days’, The New York Times, 6 October, viewed 12 April 2024,
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MDIA 5001
ASSESSMENT III – CRITICAL ESSAY
NAME AND NUMBER
Friday 11 am TUT OMB 151
Tutor: NAME
University of New South Wales
Question: Write an essay that: a) Discusses the different goals and approaches of PR and
journalism b) Critiques the tensions between them c) Highlights their different ethical
responsibilities and challenges
The relationship between PR and journalism teeters on the line between trust and contention. It is
a balancing act of duties expected by both parties; journalists who are responsible for reporting
trustworthy information to the public and PR professionals endeavouring to portray their
organisation in the best light possible. (Hodson 2021)
For years, this relationship was a series of disproportionately measured give and takes. Journalists
contact PR professionals to obtain access to exclusive information and PR professionals exercise
a certain amount of control over their side of the tale. (Hodson 2021) The tug and pull between the
two has always left journalists coming out with a winning hand. With PR professionals being
referred to as “shysters” and a “cancer eating away at the heart of modern journalism”, journalists
held the moral high ground as custodians of public welfare and the truth. (Macnamara 2014)
However, media consolidation and the advent of social media has disrupted this system. The scales
have tipped in favour of PR, and this has festered a general mistrust among the public towards the
news. (Hodson 2021) This essay will explore the relationship between PR and journalism in the
past and the present, and what the current trajectory would mean for the growth of the industries
in the future.
The different goals and approaches of PR and journalism
One can’t talk about the news without talking about the invention of the Gutenberg Press in the
15th century. Initially restricted to only printing the Bible, the Gutenberg press played a pivotal
role in news printing. Rising literacy rates meant that sharers and readers of the “news” grew larger
and soon it became known as the “Fourth Estate”, a platform to share public opinion (Davies 2024)
With time, news eventually shifted from ‘dog bites man’ to ‘man bites dog’, with news values
taking higher priority in the industry. Topics had to be “newsworthy” if it needed to be printed.
Relevance, timeliness, identification, conflict, sensation, and exclusivity were key factors that
defined “news.” (Harcup & O’Neill 2017)
At present, journalists follow the same rubric to write their stories. When the Australian leg of
Taylor Swift’s “The Eras Tour” rolled around, reporters didn’t sprint to talk about the concert itself
but rather the chaos that ensued when Ticketek became responsible for fraudulent tickets being
sold on their website. (Koefoed 2024) The sensational factor of the story weighed more than the
details of the concert.
However, public relations work at odds with this sentiment and it forms the root of the love-hate
relationship between PR and journalism.
“Public Relations is the deliberate, planned and sustained effort to establish mutual understanding
between an organisation and its publics.” (PRIA 2009) From a “psychological science” (posited
by Edward Barnays”) to an “artform” (Ivy Lee), PR moulded itself to be a way, organisations
could speak to the public in the form of crisis management or sharing of information. (Davies
2024) While journalists aim to report the “truth”, PR professionals define their “truth”, as seen in
the example of the Victoria Police Media Release of the Eras Tour Ticketek disaster. Rife with
lyrical puns and light-hearted candour, the media release avoids any condemnation of the Ticketek
app but instead directs the audience’s attention to focus more on avoiding scams. (Victoria Police
2024)
News writing and public relations writing also differ in terms of its audience. When a journalist
from the New York Times crafts her story, she is speaking solely to the readers of the publication.
On the other hand, PR professionals working for an organisation know they have several readers:
internal audiences (stakeholder, shareholders) and external audiences (media, customers,
bloggers). (Roberts 2022) When a PR professional penned “Qantas Group Post-Covid Recovery
Plan”, the alarming decision to relieve 6000 people off their jobs was buried deep within the text.
Instead, they focus on recapitalisation, a feeble attempt to convince shareholders that the company
is not under water. (Qantas Group 2020) Journalists, however, write with “people” in mind. They
make it a headline and, in many ways, embody the voice of the readers who would express
distraught.
The two disciplines also differ in the details. Press releases are almost always written by an
“organisation”, while a journalist takes the credit for a news article. News is published on a news
site, but a press release is more ad-like as it is published anywhere that can draw attention. (Roberts
2022) These differences are derived from its contrasting intentions; a press release is written from
the organisation to people, a news article is more democratic i.e. it is written from the people to
the people.
A love-hate relationship
While their approaches are clashing, one cannot deny their interdependence. Research studies
show that at least 75% of news content is significantly influenced or even directly quoted from
PR. (Macnamara 2014) Another study by Van Djik found out that a lot of the reported information
is published without being fact checked, thereby emboldening PR with complete control over the
narrative and affecting the “intertextuality” of news. (Sissons 2012) This is an odd discovery as
negative perceptions about PR are still prevalent among journalists proving that the relationship
between the two constantly oscillates between “love” and “hate”.
Perhaps, the most prominent reason for its title as a “dark art” is that PR values an organisation’s
health even at the expense of its people. PR professionals on several occasions must play “devil’s
advocate”. A leading UK journalist termed the journalists’ indifference to PR as “snobbishness”
and he recounts his experience at university as such,
“There was this thing which came from our tutors…that clearly, we were better than public
relations people. They were failed journalists. They just didn’t have that inquisitive, challenging,
ethical, moral part of their backbone”. (Macnamara 2014 p.744)
It is this lack of ethical anchor that colours their reputation black. Much like the rivalry between
lawyers and police officers, while they need each other, they also despise each other. The irony is,
even as journalists use terms like “sleazy” and “fabricators” to describe PR professionals, many of
them rely on these very PR statements to construct their story. (Macnamara 2014)
Current ethical responsibilities and other challenges
The sixth code in the MEAA Journalist Code of Ethics is as follows; “Do not allow advertising or
other commercial considerations to undermine accuracy, fairness or independence.” (MEAA
2024) Yet one of the biggest challenges for journalists today is that the advent of social media has
transformed what is and what isn’t commercial. With the rise of native advertising, anything can
be an ad hidden in plain sight. Tassal Aussie Seafood, for example, has collaborated with
Australian nutritionist Sussie Barell, to write about nutrition. The only catch is the story must
always side with Tassal. Topics like “Why we need to eat a lot more salmon?” at face value, seems
as if it is written for the benefit of the readers but the hidden message of promoting Tassal as a sea
food brand is evident. (Tassal Aussie Seafood 2022)
Digital formats also affect the way news is read by the audience. Poor website design of online
news channels can cause confusion among readers leading them to believe opinions are tarnishing
a reporter’s work. In truth, current design standards make it difficult for readers to distinguish
between the two. While certain language used in an opinion piece differs from a news report, a
need to label each article in a conspicuous manner has risen. (Miller 2020)
Certain PR agencies also struggle with unqualified juniors. This is due to a lack of PR education.
For every few senior PR professional that journalists trust, there are hundreds of young
inexperienced practitioners, according to a study by Macnamara. Certain journalists in the study
also mentioned the difficulty in dealing with junior PR professionals who lack sophistication. This,
however, could be dissected as a journalist’s need for proprietary information that fuels their
disinterest to speak to “very junior staff at the end of the food chain.” (Macnamara 2014 p.745)
Most PR practitioners and journalists like to deny their interdependence and maintain that their
respective disciplines are separate and far removed from the other. This has become more and
more untrue. New journalism is increasingly relying on PR for survival. Journalistic jobs in North
America have dried up and many “truth sayers” have moved over to the “dark side”. With the
popularisation of branded content, PR motives have infiltrated the sanctity of journalism making
it skewed and sway more towards organisations who benefit from it. (Hodson 2021) The delicate
balance that the two disciplines relied on has shattered and this can have adverse impacts in the
long run.
For instance, the public can lose their trust in journalists and their intentions. When capitalistic
sentiments take priority over democratic needs, a sort of disharmony ensues. Who speaks for the
people? And who is really telling the truth for truth’s sake, devoid of any underlying personal
benefit? These questions remain and the centuries-old tradition of disseminating public
information stands to lose its charm.
References
Davies, K 2024, lecture recording, University of New South Wales, Sydney, Australia.
Harcup T, O’Neill D 2017, ‘What is news?’ Journalism Studies, vol.18, no.12, accessed 20 April
2024, https://www.tandfonline.com/doi/full/10.1080/1461670X.2016.1150193
Hodson, J 2021, Rethinking the relationship between journalism and public relations,
International Journalists’ Network, accessed 20 April 2024, https://ijnet.org/en/story/rethinking-
relationship-between-journalism-and-public-relations
Koefoed, L 2024, ‘More Taylor Swift fans see tickets disappear as Ticketek works ‘around the
clock’ to curb scammers, Yahoo News Australia, 8 February 2024
Macnamara, J 2014, ‘Journalism - PR relations revisited: the good news, the bad news, the
insight into tomorrow’s news’, Public Relations Review, vol.40, accessed 20 April 2024
MEAA 2024, MEAA Journalist Code of Ethics, Media, Entertainment and Arts Alliance,
Australia
Miller, E 2020, Opinion, news or editorial? Readers often can’t tell the difference, Poynter,
accessed 22 April 2024, https://www.poynter.org/reporting-editing/2020/opinion-news-or-
editorial-readers-often-cant-tell-the-difference/
PRIA 2006, Public Relations Institute of Australia Code of Ethics, Public Relations Institute of
Australia, Australia
Roberts, J 2022, Writing for Strategic Communication Industries, LibreTexts, accessed 21 April
2024, https://socialsci.libretexts.org/
Sissons, H 2012, ‘Journalism and public relations: a tale of two discourses’, Discourse and
Communication, vol.6, no.3, accessed 21 April 2024, https://doi-
org.wwwproxy1.library.unsw.edu.au/10.1177/1750481312452202
Tassal Aussie Seafood 2022, ‘Why we need to eat a lot more salmon?’, Tassal Aussie Seafood,
webblog post, 8 October, accessed 21 April 2024, https://www.tassal.com.au/why-we-need-to-
eat-more-salmon-omega3-benefits/
Victoria Police 2024, …Ready for it?(Taylor’s version), media release, accessed 21 April 2024
Journalism and Public Relations: Non-Identical Twins
Journalism and public relations are two related but distinct and co-dependent
disciplines. Despite their mutual dependence, the two discourses are in conflict with one
another as they vie to set the public agenda and influence individual’s social, political, and
economic knowledge. Public relations aim to prosecute and disseminate the point of view and
particular goals and aims of the client and, ultimately, their primary responsibility is to the
client. Journalism, with the discipline’s history of lofty ethics, maintains a primary
responsibility to the reader and to the public to discover and prosecute truth, sometimes at the
expense of others. This will be demonstrated by comparing and contrasting the practice of both
disciplines through a series of case studies to discuss their differing goals; critique the tension
that exists between public relations and journalism; and highlight the ethical responsibilities
and challenges their practitioners face.
A primary goal of public relations is to control the dissemination of information and
their clients’ public image by “building relationships and shaping public conversations”
through the mass media and social media (Roberts, 2022, pg. 7.1.1). In the case of missing
Ballarat woman, Samantha Murphy, police advertised their extensive search operation to assure
the public that they were working to find the woman and that the community was safe (Media
Unit, 2024). At the same time, they leveraged the extensive media coverage to make appeals
for information while withholding information that could prejudice or compromise the
investigation (2024). This case demonstrates the tension that exists between an organisation’s
priorities – even a public organisation – and the public’s interest or interests. In order to
maintain the public’s trust while also protecting the integrity of their criminal investigation the
police crafted controlled messages that both satisfied public curiosity and restricted access to
detailed investigative information.
In the same case, the journalistic goal was to satisfy public interest in the case due to
its inherent news value. It was immediate – as there is a ticking clock in a missing persons case
– the missing person was a mother to a relatively young family and, so, the story was
emotionally charged; and the story satisfied our macabre interest in true crime (Roberts, 2022,
pg. 4.2.1. Journalists focused not only on the actions of police, their searches, and the progress
of their investigation, but also on the family and their emotions and tragedy (Kolovos, 2024,
pg. 1). Kolovos’ reporting focused on Murphy’s daughter’s “emotional plea… [as she] broke
down in tears as she spoke directly to her mum” to emphasise the human element and bring
home the impact of such a loss, so turning a crime story into an impactful human-interest story
(Kolovos, 2024, pg. 1; Roberts, 2022, pg. 4.2.1-4.2.2). This demonstrates the journalistic goal
was to fashion this information into compelling and affecting news for public digestion.
The Murphy case demonstrated considerable overlap in the goals of public relations
and journalism and how the two disciplines can foster a beneficial relationship. However, it is
often the case that there is considerable tension between the two. The considerable modern
growth of the public relations industry has coincided with a decline in the size and scope of
newsrooms around the world (Sissons, 2012, pg. 273). Sissons argues that the decline in the
newsroom has compromised the process of news production to the extent that journalists are
now reliant on public relations professionals and replicate the material they are provided (2012,
pg. 274). Further to this, it is now the case that “journalists are increasingly turning to public
relations practitioners… as a source of information which they are then failing to corroborate
or enhance with further information” (pg. 274). Elements of the Murphy case study bolster this
argument.
A future media conference by police demonstrated the extent to which journalists rely
on media conferences and public relations professionals for their content. The Guardian story
leads with the news that police were now saying it was likely Murphy was deceased but that a
“renewed ground search” was underway following a breakthrough related to mobile phone data
(Ore, 2024, np). Much of the story recounts the media conference given by police and supplies
the same information, and nothing more, that police gave in that conference (Ore, 2024, np;
Media Conference, 2024). The news story details aspects of the police operation and
investigation, including collaboration between the missing persons squad and the counter-
terrorism command, which served to enhance the public’s perception of the police’s efforts
(Ore, 2024, np). This is an instance where “it appears news outlets are increasingly publishing
public relations materials almost or completely unchanged” (Sissons, 2012, pg. 275). However,
this is not always case and, in this case, is likely down to subject matter and lack of sources
other than police being available.
There are still instances where journalists will approach public relations exercises with
scepticism and a critical eye. Following the economic effects of COVID-19 lockdowns, Qantas
CEO Alan Joyce delivered a speech announcing their intention to “rightsize [sic] our
workforce”, restructure, and recapitalise as part of a three-year recovery plan (Joyce, 2020, pg.
1-2). What this meant in plain terms was that 6,000 jobs would be lost and a further 15,000
Qantas employees would remain stood down from their jobs (2020, pg. 2). At the same, their
recapitalisation would raise 1.9 billion dollars for reinvestment. This all took place during
Qantas’ centenary and was announced as a plan that would get Qantas “back to growth, back
to profit and back to pushing boundaries” as Joyce finished by “recogni[ing] our people. Their
dedication to the national carrier” (2020, pg. 2-3). The speech was an exercise in damage
control – managing the public relations fallout of the mass job losses – and to control the
narrative by placing the announcement in the context of extreme economic conditions.
The accompanying news article, however, did not simply reproduce Joyce’s speech but
critiqued the necessity of, and the reasoning behind, the job losses and continued furloughing
of staff. For instance, the journalist used emotive phrases such as “sack” – implying a lack of
care on Qantas’ part – and including Joyce’s past comments on competition in the aviation
industry and claims of Qantas’ strong financial position (Butler, 2020, np). Further, Butler
(2020) included commentary from a representative of the National Transport Workers’ Union
condemning the job losses and criticism by the competition regulator. The story critiqued
Joyce’s recapitalisation plan and supplemented their story with background information on
executive pay and the position of the aviation industry – and Qantas in particular as the national
carrier – within the national political landscape (Butler, 2020, np). This news story is an
example of things done right. Taking from press releases and media conferences the
newsworthy information that they contain and placing them into their wider socio-political
context.
Both journalism and the wide field of public relations have codes of ethics that must
comply with. At the centre of public relations is the building of mutually beneficial
relationships to enhance their client’s public perception (Roberts, 2022, 7.1.1). To maintain
these relationships, public relations professional must ethically to maintain trust. The Public
Relations Institute of Australia (PRIA) produced a public code ethics and “requires members
to adhere to the highest standards of ethical practice” (PRIA, 2009, np). Roberts (2022, pg.
3.1.1) states that “ethical communication… helps an organisation avoid dilemmas and
compromising situations”. Roberts cites the case of public relations profession Ryan Holliday
who used fake identities and produced fake advertisements to play on and engineer social
controversy around his client’s work, thereby generating greater media interest (2022, pg.
3.1.1). The cased raised questions around the use of deception – and emotional manipulation –
to control the media in the interests of your client and whether this could be ethical behaviour.
Public trust, however, is crucial and practice’s such as Holliday’s blatant dishonesty degrade
that trust, weakening the profession.
Journalism has a history – bordering on mythology – of lofty ideals and ethical
standards that idolise the profession. Like public relations, the Media Entertainment and Arts
Alliance produced the first code of ethics in 1944 that contains guidelines on hate speech,
extremism, reporting on LGBTQIA+ issues, and twelve ethical standards to comply with
(MEAA, np). Additionally, MEAA journalists “commit themselves to: honesty; fairness;
independence; respect for the rights of others” (MEAA). One of those twelve standards is to
“respect private grief and personal privacy” (MEAA). Given the prevalence of crime stories in
media coverage, the balance between respecting an individual’s privacy and pursuing genuine
news is a difficult one to achieve. Even if the loved one of a murder victim agrees to an
interview who is to say whether they are acting rationally and can appreciate the ramifications
of their decision, and the continuing intrusion into their lives. It would be sensible to suggest
that an additional obligation – were journalists to live up to the standards they have set
themselves – would be to educate news subjects on what they can expect to experience.
The disciplines of journalism and public relations exist in close relation to one another.
Today, perhaps, the public relations professional is ascendant and much of the plain news we
read is the product of their carefully crafted media release or curated press conference. While
both disciplines share the goal of spreading information and telling stories, the journalist’s
primary obligation is to the public and the public relations professional’s is to their client. One
seeks to tell stories while the other to control it, and, while the newsroom does struggle, plain
news is still being produced that challenges the media release and places the information
contained within it in its socio-political context. Finally, despite the increasingly negative
perception of both disciplines, they maintain a code of ethics that – at the least – holds up ideals
of honesty and fairness, if not truly enforcing them.
Bibliography
Butler, B 2020 ‘Qantas to cut 6,000 jobs and keep 15,000 stood down in bid to survive
coronavirus turndown’, The Guardian, 25 June, accessed 22 April 2024,
https://www.theguardian.com/business/2020/jun/25/qantas-to-cut-6000-jobs-and-
keep-15000-stood-down-in-bid-to-survive-coronavirus-downturn
Joyce, A 2020 ‘CEO SPEECH – POST-COVID RECOVERY PLAN’, Qantas, 25 June,
accessed 22 April 2024,
https://moodle.telt.unsw.edu.au/pluginfile.php/11515825/mod_resource/content/0/CE
O%20speech%20%E2%80%93%20Qantas%20Group%20Post-
COVID%20recovery%20plan.pdf
Kolovos, B 2024 ‘Family of missing Ballarat woman Samantha Murphy make emotional plea
for her return’, The Guardian, 8 February, accessed 22 April 2024,
https://moodle.telt.unsw.edu.au/pluginfile.php/11495265/mod_resource/content/0/Fa
mily%20of%20missing%20Ballarat%20woman%20Samantha%20Murphy%20make
%20emotional%20plea%20for%20her%20return%20_%20Victoria%20_%20The%20
Guardian.pdf
MEAA, ‘MEAA Journalist Code of Ethics’, Media Entertainment and Arts Alliance, accessed
22 April 2024, https://www.meaa.org/meaa-media/code-of-ethics/
Media Unit, 2024 ‘Police continue search for missing woman Samantha’, 7 February,
accessed 22 April 2024,
https://moodle.telt.unsw.edu.au/pluginfile.php/11820196/mod_resource/content/1/Poli
ce%20continue%20search%20for%20missing%20woman%20Samantha%20%281%2
9.pdf
Ore, A 2024 ‘Samantha Murphy: police ‘very doubtful’ missing Ballarat woman still alive
amid suspicion ‘one or more parties’ involved’, 23 February, accessed 22 April,
https://www.theguardian.com/australia-news/2024/feb/23/samantha-murphy-missing-
ballarat-woman-search-mount-clear
PRIA, 2009 ‘Public Relations Institute of Australia (PRIA) Code of Ethics’, Public Relations
Institute of Australia, accessed 22 April 2024,
https://unsw.alma.exlibrisgroup.com/leganto/public/61UNSW_INST/citation/5930020
6190001731?auth=SAML
Roberts, J 2022 ‘Writing for Strategic Communication Industries’, LibreTexts, accessed 22
April 2024,
https://unsw.alma.exlibrisgroup.com/leganto/public/61UNSW_INST/citation/5938322
5540001731?auth=SAML
Sissons, H 2022, ‘Journalism and public relations: a tale of two discourses’, Discourse &
Communication, 273-294, accessed 22 April 2024, DOI: 10.1177/1750481312452202
NAME
zID
MDIA5001-Writing for Media (T1 2024)
Tuesday 4pm – 6pm
TUTOR
MDIA 5001: Assessment 3 Essay
Length: 1400 w
Weight: 40 %
Due: Monday Week 11, April 22, 11.59 pm
In the world of news media, the symbiotic relationship between Public Relations (PR)
and Journalism serves as a cornerstone of information dissemination in society.
Throughout this course, we have navigated the intricate interplay between these two
domains, observing their relationship in news production while also acknowledging
the inherent tensions that underscore their interactions. This essay examines distinct
goals and approaches of PR and journalism, fuelled by insights gleaned from our
exploration of case studies and course readings. This critical analysis seeks to
explain the complex dynamics at play within these professions, delving deep into
their ethical responsibilities and challenges. By scrutinizing the intricacies of their
practices, nuances of their relationship, and offer a comprehensive understanding of
media communication in the contemporary landscape.
Public Relations (PR) and Journalism have historically operated with distinct yet
complementary goals and approaches. Public relations seek to positively influence
an audience’s perceptions about a client or company by building relationships and
shaping public conversations which often take place through mass media and social
media, (Roberts, 2022). It is the Public Relations professionals task to promote and
protect their companies’ interests. On the other hand, Journalists work on the
interests of the public, share the news, and are bound by the MEAA Journalist Code
of Ethics and require them to adhere to the principles of honesty, fairness,
independence and respect for the rights of others (MEAA, ND). The emergence of
online news presents journalists with an instant-feedback mechanism for Journalists
(Harcup and O’Neill 2017) challenges these traditional approaches in terms of power
dynamics. Yet, “the basic function of mass media remains the same: to provide
audiences with information they need and want to know, for both informative and
entertainment purposes” (Roberts, 2022).
Whilst the overall objective for Public Relations (PR) practitioners is to maintain
positive perceptions with their audiences, they are still held to standards of ethical
practice and professional competence, as outlined in the Public Relations Institute of
Australia (PRIA) Code of Ethics (Public Relations Institute of Australia, n.d).
According to the PRIA, members are duty-bound to act responsibly and specifically,
PR practitioners are required to disclose any potential conflicts of interest, maintain
honesty in their messaging, and respect the boundaries of journalistic independence
(PRIA Code of Ethics, Clause 1). Journalists are similarly bound to principles of
objectivity, fairness, and accountability, striving to present balanced perspectives
and hold power to account (MEAA n.d). Thus, while PR and Journalism pursue
distinct goals and employ different approaches in media communication, their ethical
responsibilities converge in promoting the integrity and credibility of information
dissemination. However, it can be argued that the practical application of this
required integrity does not always hit the mark for PR professionals or Journalists
alike.
In addition to their distinct goals, Public Relations (PR) and Journalism encounter
practical and ethical challenges in their approaches to disseminating information.
Traditionally, PR professionals rely on their journalistic connections to help get their
messages out, and journalists draw from PR to help find interesting stories, fill
quotas, and meet deadlines (Hodson, 2021). However, these mutually beneficial
outcomes can indeed seem too closely aligned at times. For instance, the case of
Woolworths CEO’s scrutiny in the media comes after months of news stories
focusing on cost-of-living crisis which until recent months, coverage repeatedly sided
with the Supermarkets PR lines of inflation rather than relief for customers. The
institutions from which we receive news can often place ideological pressures or
commercial considerations on professionals.
This tension between PR and journalism is exacerbated by the increasing pressure
to navigate the evolving media landscape, characterized by the proliferation of social
media platforms and the 24/7 news cycle, which demand immediate responses and
rapid dissemination of information (Bowen, 2009). For instance, in the case of
missing and murdered mother, Samantha Murphy, police and journalists were
navigating an already tragic story in a small community, therefore a coordinated
approach for communications needed to both respect the needs of the community
(for information) and the family (for privacy). This was further highlighted when the
name of the alleged murderer was suppressed from the public for the first 24 hours.
This name was later released and published but it is important to note the conflicting
needs of the family of the victim and in the needs of the community. Furthermore, PR
practitioners face practical challenges in managing crises and reputational risks,
especially in an era where information spreads rapidly and uncontrollably through
online channels, amplifying the potential impact of negative publicity (Coombs,
2014).
For example, the handling of Woolworths PR following the now infamous CEO
interview walkout, demonstrates how quickly a story can garner widespread negative
attention and require crisis management. As reported in ABC News online,
Woolworths CEO Brad Banducci announces departure days after walking out of Four
Corners interview (ABC, 2024). Additionally, memes online quickly spread of the
CEO’s PR faux pas, this instant feedback from the online community add to these
tensions.
Conversely, journalists confront ethical dilemmas related to maintaining
independence and impartiality in their reporting. Roberts (2022) emphasizes that
information from news media can have a ‘third-party endorsement’ effect, enhancing
its perceived credibility. For instance, Opinion articles can mimic the format and look
of a news article to the untrained average news reader as in the case of David
Brook’s opinion article titled “what our toxic culture does to the Young” for the New
York Times (Brooks, 2023). Especially in the online format, it is far harder to
distinguish opinion from news. Additionally, well established, mastheads such as the
NYT hold significance in the mind of readers. However, this may be in jeopardy after
the newspaper has been accused of ‘The newspaper of record botches an important
story about sexual violence on October 7 ( Heer, The Nation Magazine, 2024). The
ethical failings of this front-page story which was syndicated worldwide included
unacknowledged biases of the reporters, dubious nature of the evidence presented,
Key sources for the article had a history of false claims and the main family
interviewed disputed the facts of the published article. Such lacking editorial
standards much be held accountable if there is to remain trust in these mastheads.
As Macnamara states, “When the delicate balance between journalism and PR is
upset, we end up with an information ecosystem that is less trustworthy because it is
driven by organizational goals rather than the public interest” (2007, p747)
Additionally, Allan and Thorsen (2009) highlight the rise of citizen journalism and
user-generated content, further complicates the journalistic landscape, raising
questions about the reliability and credibility of news sources.
while PR and journalism serve essential functions in society, their practice is fraught
with practical and ethical challenges that require careful navigation and ethical
discernment to uphold the integrity and credibility of information dissemination.
In conclusion, the cooperative relationship between Public Relations (PR) and
Journalism, while essential for information dissemination, is fraught with complexities
and challenges. As we have explored throughout this essay, PR and journalism
operate with distinct yet complementary goals and approaches. PR professionals
aim to shape public perceptions and promote their clients' interests, while journalists
strive to provide objective and balanced reporting to the public. However, the
convergence of these objectives often leads to tensions and ethical dilemmas.
The case studies of the Woolworths CEO debacle and the New York Times opinion
piece on toxic culture underscore the challenges faced by both PR practitioners and
journalists in navigating the evolving media landscape. From managing crises to
maintaining editorial integrity, professionals in both fields must grapple with ethical
responsibilities and practical considerations in their pursuit of information
dissemination.
Moreover, the proliferation of social media platforms and the rise of citizen journalism
further complicate the media landscape, raising questions about the reliability and
credibility of news sources. As Macnamara (2007) aptly notes, the delicate balance
between journalism and PR is essential for maintaining public trust in the information
ecosystem.
Ultimately, while PR and journalism play indispensable roles in society, their practice
demands careful navigation and ethical discernment. By upholding the principles of
transparency, honesty, and accountability, professionals in both fields can contribute
to the integrity and credibility of information dissemination in the contemporary
landscape. As we continue to navigate the complexities of media communication, it
is imperative that we remain vigilant in our commitment to ethical standards and
strive to uphold the public interest above all else.
References:
1. Roberts, J. (2022). What is public relations? Writing for Strategic Communication
Industries, 7.1. Retrieved from
[https://socialsci.libretexts.org/Bookshelves/Communication/Intercultural_Co
mmunication/Book%3A_Writing_for_Strategic_Communication_Industries_(Rob
erts)/07%3A_Public_Relations_Industry/7.01%3A_What_is_public_relations]
2. Public Relations Institute of Australia. (2024). Code of Ethics. Retrieved from
[https://www.pria.com.au/about-pria/code-of-ethics-privacy/code-of-ethics/]
3. Harcup, T., & O'Neill, D. (2017). What is News? Journalism Studies, 18(12), 1470-
1488. DOI: 10.1080/1461670X.2016.1150193
4. Roberts, J. (2022). Media Writing - Conventions, Culture, and Style. Writing for
Strategic Communication Industries, Retrieved from
[https://socialsci.libretexts.org/Bookshelves/Communication/Intercultural_Co
mmunication/Book%3A_Writing_for_Strategic_Communication_Industries_(Rob
erts)/07%3A_Public_Relations_Industry/7.01%3A_What_is_public_relations]
5. Allan, S., & Thorsen, E. (2009). Citizen Journalism: Global Perspectives. Peter
Lang.
6. ABC News. (2024, February 21). Woolworths CEO Brad Banducci announces
departure days after walking out of Four Corners interview. Retrieved from
https://www.abc.net.au/news/2024-02-21/woolworths-ceo-brad-banducci-
retirement-four-corners/103493418
7. Bowen, S. A. (2009). Social Media, Public Relations, and Ethical Practice. Journal
of Public Relations Research, 21(3), 277-289.
8. Coombs, W. T. (2014). Ongoing Crisis Communication: Planning, Managing, and
Responding. Sage Publications.
9. Hodson, R. (2021). Rethinking the relationship between journalism and public
relations. [Article]. Retrieved from https://ijnet.org/en/story/rethinking-
relationship-between-journalism-and-public-relations
10. Heer, J (2024, March 1) The Nixonian New York Times Stonewalls on a Discredited
Article About Hamas and Rape. The Nation Magazine
https://www.thenation.com/article/culture/new-york-times-intercept-hamas-rape/

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