As the power of PR grows, there are constant debates around concepts such as information benefit, agenda-setting and framing.
It seems like power is shifting away from journalists towards public relations practitioners.
The speculation on the changing power relationships is based on the changes economics and technology had upon the media. There is a doubt about how much of the news content originates from proactive journalistic inquiry. Because, today, a significant portion of news comes from public relations practitioners.
Shifting Media Landscape
The above might indicate who is setting public agendas. The balance between ‘pure’ news media values, and outside interest groups seems to tip towards the latter. The power of PR over the media has been gaining strength, driving company agendas in the news.
Nowadays it is normal practice for newspaper journalists to have multiple workloads, with different responsibilities. They can write additional stories that are only published on the web, differing radically from their print work. Journalists can also contribute to the production of video and podcast contents. If we consider these facts, we can see how they might lack the time to do extensive research for new stories. Consequently, they rely more and more on the information benefit produced by PR.
The Real Power of PR
The influence of PR depends on several factors. PR professionals are sometimes portrayed as some transcendent beings who can manipulate and exploit journalists in search of news content. But, on the contrary, journalists are still powerful and independent figures. Furthermore, the growth of Relaciones Públicas by all kinds of organisations means that journalists are now in a position to select from a large number of well-pitched story ideas.
A combination of structural changes to the PR and media industries is leading many to believe that PR is increasingly able to exert high levels of influence over journalists. Not only the continuing growth in the employment of PR practitioners by large organisations drives these changes. But also the realisation by smaller organisations that good media relations strategies might allow them to punch above their weight.
Unfortunately, at the same time there has been a decline in editorial resources. Some forms of media have lost readers, and advertising income to the internet and have reduced staffing levels. Finally, organisations can also create their own media content and distribute them through their own channels, like company websites and social media platforms.