To most outsiders PR is forever and overwhelmingly associated with journalism and the media, press releases and press conferences. (Morris and Goldsworthy, 2008).
Public relations practitioners seek to influence the mass media, due to its credibility with the audience that they are targeting. Journalists and Public Relations practitioners are mutually dependent upon each other. Yet it is undeniably a complex and often difficult relationship.
In the 1990’s technology and ‘the internet of things’ brought about huge changes. Heralded as ‘the greatest communication tool of all time’, capable of linking remote parts of the world, transforming democracy and education’). Technological advances of the last 15 years, has meant that young people consume media in totally different ways to their counterparts of a decade ago.
Digital media and internet connectivity have led to a changed information dynamic. Traditionally the news media and journalists were referred to as being ‘The Fourth Estate’ acting as a gatekeeper of democracy. The slow decline in popularity of the newspaper led to cost cutting measures that has affected both quality and quantity. ‘Journalism has now taken second place to profitability’.
Whilst many predicted that access to such a diverse range of information, would result in people being better informed due to the range of information and data available to them. This has not been the case, rather ‘people get more of what they like and want, rather than what they need or should see’ (Kent, 2013).
Newspaper publishing revenues from both circulation and print advertising, have plunged by half over the past decade’. During this time ‘the number of journalists employed by publishers of news brands has fallen by 26%, down from 23,000 to 17,000’ (Greenslade, 2018). As a result of this The Mediatique Report was commissioned, by the Department for Culture, Media and Sport to
‘Explore ways in which we can ensure that consumers in ten years’ time have access to high quality journalism which meets their needs, is delivered in the way they want, and supports democratic engagement’.
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