'We'll Go On Living Separate Lives': Why Differentiation Between PR and Journalism is Necessary
Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations
INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, Vol. 2, pp. 578-590, Invernizzi, E., Muzi Falconi, T., Romenti, S., eds., Milan, 2009
Journalism can be seen as an autonomous social system that fulfils a unique function in society: to provide subject matter for the public discussion through its observation of society from the perspective of a disinterested professional. PR, however, is part of other social systems like business (or, more specifically, 'companies'), politics, or culture and plays a specific role with these larger systems.
A great deal has been written in recent years about the relationship between journalism and public relation, but little has been published on the relationship between the training of journalists and of PR specialists. This paper is a study of both relationships. It examines the current situation of qualifications for PR and journalistic work, normative goals for PR and journalism training, possible synergies between PR and Journalism, and ultimately the need to draw a clear line between focused courses of training in journalism and public relations.
Number of Pages in PDF File: 13
Keywords: Public Relations, Journalism, Relationship, Qualifications
JEL Classification: I29
Date posted: March 5, 2010 ; Last revised: December 22, 2010