Corporate Journalism

Olivia Cooper

oc140613@ohio.edu 

"The Dark Side of Journalism"

There is a joke in journalism communities and particularly in the Scripps School of Journalism at Ohio University that Public Relations is "the dark side" of journalism. Strategic Communication and Public Relations related jobs are thought of as "the dark side" because they deal with corporate big wigs and advertising. Within Scripps, students will tease that their colleagues switched their News and Information track to Strategic Communication because they couldn't handle the hustle or are too worried about making money. When marketing and advertising are thrown into the mix of reporting you get PR.

Photo "GIF" from the Reassociated Press

Duties of PR Professionals

PR positions within organizations are on the rise. PR associates serve as a public connection to businesses and organizations in the area. Associates are also a source of damage prevention and can benefit a newsroom. Journalists and PR associates often step on each other's toes, but it doesn't have to be this way. PR associates still tell stories like journalists, but their stories are about branded content or about the organization they represent (the newsroom).

According to the Bureau of Labor Statistics, jobs in the PR has grown by 6% in the past year Bureau of Labor Statistics. As people become more skeptical about news in the era of "fake news", PR professionals become more in demand. PR specialists can help maintain a good image of a newspaper or newsroom by dealing with the concerns of the public, so the organization can focus on getting the news out to their community. PR teams help delegate tasks and take some of the weight off of other journalist's shoulders when it comes to image and legalities. PR specialists serve as a connection between the company's legal team and also have sets of ethical guidelines to follow. 

Ethics in PR

The sayings "you are a product of your environment", or "you act like who you surround yourself with" are applicable within the PR world. Management can change the entire environment of a PR team. If a manager of a PR team is unethical and has a loose ethical code, it is likely the team will mimic the behavior. When stakeholders are looking for accountability they will blame the PR teams up top. A PR professional should chose an ethical environment to work in and will have to be strong enough to say "no" to colleagues and management at times when their personal code is violated. The Public Relations Society of America outlines a set of ethical codes all PR professionals should follow on prsa.org based on advocacy, honesty, expertise, independence, loyalty, and fairness. 

ADVOCACY

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public.

HONESTY

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. 

EXPERTISE

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. 

INDEPENDENCE

We provide objective counsel to those we represent. We are accountable for our actions.

LOYALTY 

We are faithful to those we represent, while honoring our obligation to serve the public interest. 

FAIRNESS

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.