Journalism-PR relations revisited: The good news, the bad news, and insights into tomorrow's news

Extensive research over the past 100 years has shown that the interrelationship between journalism and PR is tensioned and paradoxical, with negative perceptions of PR among journalists and trivialization and demonization of PR as 'spin' contrasted by claims of 'symbiosis' and evidence that 40-75% of media content is significantly influenced by PR. However, studies have been predominantly quantitative and most predate the recent 'crisis in journalism' and rapid growth of new media formats. This article reports in-depth interviews with senior editors, journalists and PR practitioners in three countries that provide new insights into journalism-PR relations today and identify trajectories for future research, education and practice. (C) 2014 Elsevier Inc. All rights reserved,