Research On The Relations Of Public Relations And News Reporting

This research compares the Public Relations(PR) practice with news reporting activities, and explores the relations of the two field, basically under the scope of history and present practice. The author believes that this discussion is of great significance, because of the actual state that PR and news reporting are close together in historical origin as well as in modern time. With contemporary PR going deep into the procedure of news reporting, the news media actively cope with it. The relations between PR practice and news reporting practice went wrong way when they interact with each other at present. In the real world, the relation between PR practice and news reporting activity remains closed although they are seemingly two contradictory concepts.Under theoretical analysis, this thesis takes a close attention into the incentive factors that promote the flourishing development of PR in the United States, reasoning the unavoidable result of interacting of PR and journalism. In addition, to review the relations of the two at present world, this thesis reveals the ways, the motivation and the impact or consequences when PR practice involves in the news reporting activity. And then, at the following chapter, we discuss the news media and journalists’ reaction to the PR and their practitioner. Inspired by the communicator theory, the research uses “Gatekeeper Theory” to explain the important role of journalists and how does the journalists to fulfil their duties. At the end of the thesis, after stating the ethical issue faced by PR practitioner and challenge of journalistic professionalism confronted by journalists, this thesis attempts to put forward that occupational symbiosis is the best relation state of PR practitioner and journalists, and reconstituting a common standard of professionalism is the best way to pursue a “win-win” model of PR and news reporting.Whereas most of the previous researches in this field are lack of quality evaluation steps in the relations research on PR practice and news reporting activity, this study hopes to do this by theoretical analysis as well as offering exploratory suggests.