'We'll Go On Living Separate Lives': Why Differentiation Between PR and Journalism is Necessary

INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, Vol. 2, pp. 578-590, Invernizzi, E., Muzi Falconi, T., Romenti, S., eds., Milan, 2009

13 Pages Posted: 5 Mar 2010 Last revised: 22 Dec 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Date Written: 2009

Abstract

Journalism can be seen as an autonomous social system that fulfils a unique function in society: to provide subject matter for the public discussion through its observation of society from the perspective of a disinterested professional. PR, however, is part of other social systems like business (or, more specifically, 'companies'), politics, or culture and plays a specific role with these larger systems. A great deal has been written in recent years about the relationship between journalism and public relation, but little has been published on the relationship between the training of journalists and of PR specialists. This paper is a study of both relationships. It examines the current situation of qualifications for PR and journalistic work, normative goals for PR and journalism training, possible synergies between PR and Journalism, and ultimately the need to draw a clear line between focused courses of training in journalism and public relations.

Keywords: Public Relations, Journalism, Relationship, Qualifications

JEL Classification: I29

Suggested Citation

Sievert, Holger, 'We'll Go On Living Separate Lives': Why Differentiation Between PR and Journalism is Necessary (2009). INSTITUTIONALISING PR AND CORPORATE COMMUNICATION, PROCEEDINGS OF THE EUPRERA 2008 MILAN CONGRESS, Vol. 2, pp. 578-590, Invernizzi, E., Muzi Falconi, T., Romenti, S., eds., Milan, 2009, Available at SSRN: https://ssrn.com/abstract=969385

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
1885 Stadium Rd
Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

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