Convergence of Journalism and PR exists

To support the necessity of discussion about journalism and public relations convergence, I would like to give you one example. In Lithuania is one lotto company that has few TV lotto games. One of them called “Teleloto” is broadcasted every Sunday on the second largest national commercial TV channel in Lithuania. According to ratings, this TV lotto game is the most popular in the country. In my opinion, the main reason of such a huge popularity is well-done work of PR practitioners: well-prepared product, bought place and time in media outlets, publishing and broadcasting.

 

                 

Every week after each show in many media outlets (the biggest newspapers, radio and TV channels) audio/video/text reports are published/broadcasted non-stop. The reports announce about the winners (including their full names, address) and the prizes (amount of money, car, trip, etc.), also the emotions of winners (every time the texts or radio speakers emphasize positive emotions).

On the face of it seems that these texts and reports is the result of public relations practitioners, but by and by we could think that maybe it is not only public relations practitioners’ work. It also can be done by advertising agencies or even journalists working for the lotto company. Why do I think so? Firstly, somebody has to write the text that may be done by professional journalist. Secondly, those reports tell about people and their expectations and plans what they are going to do with the prize: buy a new house, pay for daughter’s studies, etc. To collect, adapt, prepare and publish this information is not easy and possibly journalists can be involved in this process too.

Anyways, the final result is spread through media together with journalistic products (especially in newspapers). Fortunately, media outlets mark that here is an advertisement, but does every media inhabitant can notice it if the article about lotto winners is in the same page as journalistic one by the same token the stories are written in a quite journalistic manner.

To conclude, this example illustrates that the convergence between journalism and public relations exists. Firstly, both of them work in media. Secondly, to prepare both of them journalistic knowledge and skills are necessary.