Why Differentiation between Journalism and PR is Necessary

A COMPLICATED, ANTAGONISTIC & SYMBIOTIC AFFAIR: JOURNALISM, PUBLIC RELATIONS AND THEIR STRUGGLE FOR PUBLIC ATTENTION, pp. 185-195, Bernd Merkel, Stephan Russ-Mohl, Giovanni Zavaritt, eds., Casagrande editore, 2007

Posted: 22 Dec 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Multiple version iconThere are 2 versions of this paper

Date Written: August 20, 2010

Abstract

A great deal has been written in recent years about the relationship between journalism and public relations. Three approaches have become particularly prominent in the German speaking world: Barbara Baerns' "Determination Theory" and Günther Bentele's "Intereffication Model" from the perspective of PR theory (Baerns 1985; Bentele, Liebert and Seeling 1997), as well as Stephan Russ-Mohl's (2004: 52) analysis of the interplay between PR and journalism in the "attention economy" within the sphere of journalism.

However, little has been published on the relationship between the training of journalists and of PR specialists. This is surprising since journalists have always been an important reference group for those dealing with public relations. PR experts in turn are becoming increasingly important contact persons for what some refer to as the "media horde." This article will take a look at older studies as well as current ones that address the training of PR specialists and journalists in Germany. We consider the status quo, normative goals and prospects for the future.

Keywords: journalism, PR, training

JEL Classification: M30

Suggested Citation

Sievert, Holger, Why Differentiation between Journalism and PR is Necessary (August 20, 2010). A COMPLICATED, ANTAGONISTIC & SYMBIOTIC AFFAIR: JOURNALISM, PUBLIC RELATIONS AND THEIR STRUGGLE FOR PUBLIC ATTENTION, pp. 185-195, Bernd Merkel, Stephan Russ-Mohl, Giovanni Zavaritt, eds., Casagrande editore, 2007, Available at SSRN: https://ssrn.com/abstract=1022273

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
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Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

Churchill College
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Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

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