Journalism and PR. News media and public relations in the digital age

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Public relations and journalism have historically maintained a complex relationship marked by both dependence and distrust. Journalists wield the power to control access to information, while PR professionals possess compelling stories, contacts, and substantial budgets for campaigns. The advent of the internet and social media has significantly altered this dynamic, transforming audiences into active participants who can influence the reputation and brand of entities ranging from political figures to consumer products through viral content. In this environment, organizations seek greater protection against potential reputational damage caused by individual missteps or public miscommunications. The digital age compels public figures and institutions to safeguard their images while leveraging new channels for self-promotion, bypassing traditional media gatekeepers. Consequently, communications professionals have gained increased importance and influence within business and political spheres. Organizations must now function as media entities, disseminating messages continuously and creating engaging content to attract and involve their audiences. As journalism adapts to this evolving landscape, characterized by the breakdown of old barriers and the establishment of new relationships—often with PR at the forefront—this study sheds light on a transformed media landscape that is both more transparent and more vulnerable.