What Is the Difference Between Media and Public Relations?

There is a saying in the public relations field: "Half of public relations is news." This sentence reflects the close relationship between the two. However, with the continuous development of the public relations industry, there is a certain difference between public relations and journalism. Therefore, it is necessary and important to distinguish the connection and difference between the two.

Public relations and news

Right!

There is a saying in the public relations field: "Half of public relations is news." This sentence reflects the close relationship between the two. However, with the continuous development of the public relations industry, there is a certain difference between public relations and journalism. Therefore, it is necessary and important to distinguish the connection and difference between the two.

There is a saying in the public relations field: "Half of public relations is news." This sentence reflects the close relationship between the two. Historically, public relations personnel have come from the press. Its predecessor was a news agent. His main job is to provide news information and handle relations with the media. American journalists who leave the press are turning to public relations work, such as propaganda , News agency, etc. This is the easiest job to enter after a reporter. However, with the continuous development of the public relations profession, the scope of public relations work has been expanding, and it has gone far beyond the scope of pure journalism. Therefore, it is necessary and important to distinguish the connection and difference between the two.

First, they are all sources of information, and news relies heavily on information provided by public relations personnel. It is estimated that in the United States, if there are no public relations personnel, journalists must increase at least threefold. In China, this situation is not common due to the different operating systems of the media. Dependence has increased.

Secondly, they all share similar values, that is, based on "facts" and "speak the truth" as principles, they represent the position of a third party, and have a certain credibility.

They control each other in public opinion and rely on information sources. In order to exchange resources and achieve goals, they must negotiate and tolerate each other. They contribute to society in their own ways.

Public relations and the role of journalism

Journalists play the role of "objective observers", whose main task is to provide news and information to the public; and public relations personnel play the role of "advocates of opinion", whose main task is to stand in the combination of organizational and public interests From the standpoint of a third party, change the attitude and behavior of an organization or the public by providing information that is of interest to both the organization and the public.

Public Relations and Journalism

News writing and media relations are just two important functions of public relations. In addition, public relations personnel also have functions such as holding celebrations, handling crises, and managing issues. In order to effectively complete various tasks, you need to have the ability to think strategically and solve problems. The news media is a specialized communication agency, and reporters are full-time collectors, writers, editors, and reviewers. Public relations personnel are only involved in a small part of the entire news production. In a nutshell, journalism and public relations are only at the intersection of "news writing".

Public Relations and News Communication Audience

Journalists face the general public. In order to improve communication efficiency and pertinence, public relations personnel often separate or subdivide their public into non-public, potential public, aware public and action public, or primary public, secondary public based on variables such as demographics or psychological characteristics , Marginal public, etc. With each transmission, there is a clearer key audience, and the information can be designed according to the needs and interests of the target public. Therefore, the target audience of public relations personnel is smaller than the audience of news communication.

Public relations and news channels

By virtue of their advantages near the water tower, journalists usually only pass information to the public through their media. Although public relations personnel do not directly control the media, they have the conditions to choose a variety of channels. In addition to mass media such as newspapers, radio, television, and magazines, tools or channels such as DM magazines, posters, special events, and the Internet are often used to convey information to their target audience.

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