The Two Sides of Journalism: Public Relations and Reporters

Trista Thurston

tt531411@ohio.edu

Ask any college student about their workload, and they’ll most likely bemoan that their packed schedule keeps them too busy. According to a study by Linda J. Shipley, College of Journalism and Mass Communications professor at the University of Nebraska-Lincoln, “good grades [are] a driving factor” as to why student feel compelled to cheat. Along those lines, more and more students are cheating, and it seems that this behavior is even carrying over into the newsroom. 

Student Expectations

One of the standards that can lead anyone to make questionable decisions is being held to a expectation that is much too stringent. For example, journalism students here at Ohio University are required to have at least one advisor approved internship, if not more, as well as strongly encouraged to join student organizations and participate in student media. It makes sense: attaining real-world experience makes an applicant marketable and attractive to potential employers.

However, what is all this added stress doing to our students? Is it encouraging to do whatever it takes to succeed?

Ohio State University journalism student Caitlin Essig described journalism as unceasing and constant. Being student journalist also brings added pressure, according to Essig in a story reporting that journalism was ranked one of the top 10 most stressful jobs in 2013.

Student journalists must cope with both assignment due dates and article deadlines

photo by Dan Wunderlich

Ethical Baggage

In fact, burnt out journalists are often cited as leaving reporting for jobs in public relations, as described in a study of over 700 journalists nationwide. It would seem that these journalists would transfer their habits to their new job. If a reporter made a habit of cutting corners and altering quotes in an article, that same reporter may be tempted to over exaggerate a client’s virtues and benefits for a campaign. 

Jumping Ship 

Many news reporters see public relations as a completely different profession, although here at Ohio University, both live within the same college. 

“I thought of PR as an exercise in spin — the antithesis of the journalist’s search for truth,” said Butch Ward of his switch from journalist to public relations. He states that budget constraints tainted the newsroom of The Philadelphia Inquirer, where he was managing editor. It became more about cutting costs than reporting on meaningful topics. 

As spokesperson for Independence Blue Cross, the largest health insurer in southeastern Pennsylvania, Ward saw journalism from the other side. He saw phenomenal reporting. He also saw unfair reporting. 

“On more than one occasion, we were the subject of stories that, figuratively at least, had been written long before I was invited to offer IBC’s point of view,” said Ward. 

In his editor position, Ward dealt with some of the issues that can lead journalists astray ethically: financial constraints, competition and fierce deadlines. He also saw how those problems can affect public relations spokespeople. 

Public relations and journalism are two sides of the same coin, and both require truth and transparency in order to be effective. They both also require proper training. Both reporters and those in PR must understand how both either side operates. This ensures that there is less pressure for unethical behavior. Proper education from the start may alleviate some tension between the two fields.