Author: Anne Zozo
Abstract
The relationship between Public Relations and journalism has never been easy but it seems to face even more challenges in times of Web 2.0. This is because PR professionals, like the new “prosumers”, tend to take on the opportunity to publish their messages directly on the Internet and thus circumvent the journalists as the traditional gatekeepers of information. This article questions this strategy. It takes a closer look at the phenomenon of participatory journalism, the changing role of professional journalists and mass media in today’s digitally mediated society and the implications for PR. The findings of social theorists and new media and communication experts like Mark Deuze, Clay Shirky, Shayne Bowman and Julia Hobsbawm provide a theoretical background for the analysis. The conclusion drawn from this research suggests that, although both professions have to adapt to the new information society and its different ways of communicating, the collaboration remains important.
Abstract
The relationship between Public Relations and journalism has never been easy but it seems to face even more challenges in times of Web 2.0. This is because PR professionals, like the new “prosumers”, tend to take on the opportunity to publish their messages directly on the Internet and thus circumvent the journalists as the traditional gatekeepers of information. This article questions this strategy. It takes a closer look at the phenomenon of participatory journalism, the changing role of professional journalists and mass media in today’s digitally mediated society and the implications for PR. The findings of social theorists and new media and communication experts like Mark Deuze, Clay Shirky, Shayne Bowman and Julia Hobsbawm provide a theoretical background for the analysis. The conclusion drawn from this research suggests that, although both professions have to adapt to the new information society and its different ways of communicating, the collaboration remains important.
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