PR INDUSTRY AND SHRINKING NEWSROOMS 2
The public receives information fromthe media without identifying the organization that the publicrelations firms represent. This indication shows that the society hasto be concerned about the information it receives, but ascertainingthe private entity’s agenda is still difficult. The PR industryalso has a biased nature, and the public cannot identify misleadinginformation quickly. A powerful corporation can control most of theinformation that the public receives, and this demoralizesjournalists as they conduct their work.
Organizations that hire PR firmsbenefit from public relations through a variety of ways. Throughsocial media marketing, these corporations can reach a largeraudience without investing many resources. The communication channelshave also eliminated most of the newsroom responsibilitiesconsidering that the corporations no longer have to go to the pressto reach the public. Moreover, public relations professionals havereplaced the high number of newsroom journalists that quit their jobsdue to the losses that newspaper companies have incurred.
As newsroom journalism is continuallydeclining, a high number of media relations professionals find iteasier to fit into the PR industry. The competition for PRassignments is great, and only those who can generate information tosuit the organizational and government interests get the jobs. Atthis point, the media professional’s role shifts from impartialbusiness communication to propaganda. The influence that PR has onthe public makes it easier for private entities, as well as thegovernment, to dominate public debates with their interests only.These organizations would filter the information that the publicreceives, and most of it ends up being propaganda.
Media relations professionals shouldbe concerned about the decline in newsroom journalism. Mass mediashould also provide an equal opportunity to both the newsorganizations and the PR industry for the identified fields tomaintain professionalism. A significant number of media relationsprofessionals are reluctant to find original stories considering thatreporters are not many. Although the public can quickly accessinformation from online outlets, they often read the same storiesnarrated differently. Consequently, the public might soon lose thetrust that they have on media relations professionals, as it will bedifficult to access the information that corporates have filteredout.
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