Dynamics of public relations and journalism : a practical guide for media studies

Unravelling the complex worlds of public relations and journalism in a single publication is not easy. However, when the dynamics of these two unique occupations are established, their interaction becomes apparent. This book follows a unique approach, illustrating how public relations and journalism interact in the field of Media Studies. This work shifts the strong emphasis currently placed on journalistic skills to public relations and media handling. It also focuses on the journalistic skills that the public relations practitioner needs to complete technical tasks effectively. This edition is an attempt to keep up with the strong digital media influence in organisations. In looking at how public relations is evolving, we also need to look at how journalism is evolving because the two have a direct influence on each other. Digital media may be changing the face of both the public relations and journalism professions, but the basic principles of good public relations and journalism remain unchanged. Technology changes so quickly – you as a public relations practitioner will always need to keep up with the trends and changes in the digital media environment