New Zealand Public Relations and Journalism in an online world - are the lines blurring?

Posted by: Nicholas O'Flaherty

I was interviewed this week by business journalist Melanie Cooper for an article published today in The Independent which looked at the alleged blurring of the lines between journalism and public relations in New Zealand.

The article discussed the role of well known site, Scoop, which publishes media releases as well as news. In addition, the National Business Review, has recently launched a service, ‘From the Horse’s Mouth‘, which publishes unedited media releases.

I made a number of points to Melanie which, for space reasons, could not all be published. So I thought I would post in more detail, here on BulletPoints, my thoughts around some of the issues she raised:

I don’t think the lines between PR and Journalism have blurred any more than they were 10 or 15 years ago. Rather, what you are seeing today is mainstream media organisations such as Fairfax and APN increasingly experimenting with social media, for example: voting online, ’send us your views’ etc. It’s all about engaging online readership.

The role of a traditional print newspaper is therefore changing as its evolves into an online entity. Today there are parts of stuff.co.nz and nzherald.co.nz that look increasingly like the online equivalent of talk back radio.

The media have made a better job of understanding and embracing social media than PR practitioners. I think there is a reluctance among some PRs to treat online as a bona fide channel of communication. And that’s a shame, because the opportunities are endless.

Scoop is simply one of the more robust manifestations of what online media can now provide - it offers a service that was not available before. But its success (and it is successful) does not threaten other more traditional news outlets. It grows the pie, rather than diminishes it.

Social media is a tremendously empowering set of tools that provides companies with direct channels to communicate and dialogue with customers, prospects, staff, community, investors, media, whoever. Some traditional media have found it threatening because they feel disintermediated. But I think that’s an over reaction.

Social media is a great leveller. One company can have as good an online presence as the next, regardless of size. In fact, if a company is serious about growing and maintaining a relevant online presence (surely an aim of most businesses today) then social media is a must. Why? Because it is intrinsically dynamic and, used wisely with relevant content, it is lovingly embraced by Google and its all important rankings. Social media helps you get found online.

I have also posted before on the benefits of blogging.