As a fifth post in a cycle of public relations and journalism convergence, I would like to give the table made by Clear and Weideman stating the main duties of the public relations practitioners and journalists. The data illustrates a close relationship between public relations and journalism as the processes.
Here I would like to emphasize the only strong divergence between public relations and journalism. Public relations concerns itself with developing an organization’s image by creating effective, two-way communication channels between management and employees and between management and the organization’s external target groups. Two-way communication implies sending a message, receiving feedback from its receivers, and establishing a mutual understanding of the message. The sender can use various channels to send a message to the receiver. The channel of choice depends on who receiver is. Public relations uses different channels for internal and external communication.
Whereas journalism usually implies one-way communication conveying information information to the general public, be it readers, viewers or listeners. However, letters to the editors of the print media and ‘phone-in’ programs or panel discussions in the electronic media establish two-way communication channels.
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