Relationship between PR professionals and journalists is symbiotic

Authored By Mrinall Kanti Dey, Vice President & Head – Corporate Communications, MobiKwik

In the dynamic realm of media and communications, the relationship between PR or Corporate Communications professionals and journalists often appears to be shrouded in an air of scepticism, apprehension and one upmanship. The latest example of this relationship going south is an edit in The Economic Times by a senior journalist “in jest” and a rather condescending LinkedIn post (now deleted) by a Reuters journalist based out of Singapore. I do not want to discuss threadbare the edit piece or the LinkedIn post, rather focus on the relationship between the two age old professions.

Having walked on both sides of this divide and making some great and ever lasting relationships in both the professions, it is clear that this relationship is fundamentally symbiotic, driven by mutual respect and benefits and a shared objective of delivering credible and engaging narratives to the public.

Understanding Mutual Benefits

It is very important to understand that the PR professional and the journalist are not antagonists, but rather collaborators in the process of disseminating information. Both parties rely on each other to fulfil their respective roles, with the PR professional providing valuable insights and stories while journalists deliver these narratives to their audiences, creating a dynamic cycle of information dissemination.

Fostering Trust and Collaboration

At the core of this relationship lies the crucial element of trust. Building trust between PR professionals and journalists involves establishing open lines of communication, transparent interactions, and a shared understanding of each other's needs and constraints. A foundation of mutual respect is essential for fostering a healthy and productive working environment.

It’s imperative to dispel the misconceptions that often cloud the PR professional-journalist relationship. Rather than viewing each other with suspicion, both parties can benefit from fostering a collaborative approach that emphasises the importance of credible storytelling and the public's right to accurate information.

Acknowledging the Power of Authentic Narratives while leveraging each other’s strengths

PR professionals play a pivotal role in facilitating the creation of authentic stories that resonate with the audience. By providing journalists with well-researched and compelling narratives, they contribute to the authenticity and credibility of the media landscape.

The symbiotic nature of the PR professional-journalist relationship is evident in the collaborative synergy that arises from leveraging each other’s strengths. PR professionals offer valuable industry insights and access to key resources, while journalists bring their expertise in unbiased storytelling and investigative reporting, creating a powerful blend of skills and knowledge.

Balancing Client Expectations and Journalistic Integrity

When I was a journalist I witnessed reporters, senior editors sulk at PR, smash landlines on PR professionals. I have also done quite a few times while trying to meet a deadline or trying to write a good intro of a breaking news. But I have also made great relationships with some PR professionals who have sold their stories brilliantly, respected my time, and was always forthcoming with information and not story plugs.

Therefore, it is very important that PR professionals must strike a delicate balance between promoting their client’s interests and respecting the journalistic integrity of the reporters they engage with. Avoiding undue influence and respecting editorial independence is crucial to preserving the credibility of the media.

Overcoming Challenges Together

Challenges and conflicts are inevitable in any professional relationship, but effective communication and a willingness to address issues openly can help resolve conflicts amicably. By recognizing and respecting each other’s perspectives, PR professionals and journalists can navigate through challenges while preserving the integrity of their partnership.

Successful collaborations between PR professionals and journalists serve as inspiring examples of the power of a symbiotic relationship. By highlighting these success stories, the industry can showcase the positive impact that effective collaboration can have on media credibility and public trust. This is one area where neither of us has done anything to bring out those stories and we need to look at this.

Shaping the Future of Media Relations

As the media landscape continues to evolve, it is imperative for PR professionals and journalists to adapt to the changing dynamics and embrace innovative approaches to storytelling and communication. By embracing technological advancements and staying abreast of emerging trends, both the professions can continue to foster a strong and symbiotic relationship that serves the best interests of the public.

In conclusion, the relationship between PR professionals and journalists thrives on symbiosis, characterised by mutual respect, collaboration, and a shared commitment to delivering credible and engaging narratives to the public. When faced with conflicting interests, maintaining a professional demeanour and finding common ground through open dialogue can help resolve disputes amicably and situations like what we have witnessed in the last week can be avoided.

Therefore it is very important that we invest in meaningful, long-term relationships built on mutual respect and trust which can lead to fruitful collaborations. Nurturing these relationships over time can result in a network of trusted partners and allies.