The article gives us a better understanding on how much information is actually used by journalists given by the public relations practitioners. In the article an experiment is conducted which allows us to understand the amount of information that is actually used by the journalists.
Framing’s theory suggested that PR practitioners who have close connections with the media are able to publish their stories easily. The experiments help us understand framings concept better. The study was conducted from 2002 to 2004 during which time students were to conduct numerous interviews with journalists and gather information as to what the journalist’s actually thought about the PR industry.
The study resulted in getting mixed results where it ranged from ‘the information give is credible to it is totally biased.’ Most journalists thought that PR practitioners were not experienced, biased, unethical and had a lot of mistakes in the information presented to the journalists but than the study also showed that 47% which is the average amount of information given by the PR practitioners were used by journalist in writing up their story. The result also showed PR practitioners who used the profit motive got more criticisms than those who were non-profit motives. Journalists thought that non-profit motives are correct as it would mean that they are bringing awareness of some sort rather than just selling a product.
I believe no matter how good a connection a PR practitioner has with the media it would than be the journalists job to look at the information given to than and analyse if it is credible or not. I would conclude by adding that journalists and pr practitioners have always have a very unsettle relation among them. They can not work without the other but at the same time they don’t depend on each other.
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