By: Alpha Bundu

The relationship between journalism and public relations is complex and often filled with ethical considerations. While both professions involve shaping public opinion, they do so through different means and with varying levels of transparency. Journalism, ideally, aims to inform the public objectively, presenting facts and diverse perspectives to facilitate informed decision-making and hold power accountable. On the other hand, public relations typically involves advocating for specific interests or promoting particular narratives on behalf of clients or organizations.

However, while journalists and PR professionals have inherently different objectives and responsibilities, there are instances where their interests intersect. Amidst their differences, there can be a symbiotic relationship where both parties benefit from respectful and transparent communication. It should be noted, however, that it’s imperative for journalists to remain vigilant and not let their independence be compromised by becoming too cozy with PR sources. This delicate balance ensures that journalists can access valuable information without sacrificing their integrity or becoming mouthpieces for those in power.

Recounting a story shared by my journalism lecturer in class, shedding light on the intricate relationship between journalists and PR professionals. Reflecting on her experience attending a news conference hosted by a prominent company, she recounted how their representatives confidently presented information that, upon later fact-checking, proved to be inaccurate. This narrative underscores the vital role of journalists in independently verifying information, safeguarding the integrity of their reporting. It serves as a poignant reminder of the need for journalists to maintain their independence, ensuring they do not unwittingly become conduits for misinformation while navigating the symbiotic relationship with PR sources.

However, in practice, there can be instances where the lines between journalism and PR blur, leading to concerns about impartiality and credibility. Journalists may face pressure from various sources, including advertisers, corporate owners, or political interests, which can influence their reporting. Economic factors, such as the decline of traditional media outlets and the rise of click-driven online platforms, have also contributed to challenges in maintaining journalistic independence. Like from the story shared by my lecturer, if it hadn’t been she fact-checked the information presented in the news conference, she would have played the role of a PR instead of a journalist.

I believe that some journalists, consciously or unconsciously, serve the interests of elites or powerful institutions, effectively acting as PR agents rather than impartial observers. This phenomenon, sometimes referred to as “access journalism,” occurs when reporters prioritize maintaining access to influential sources over holding them accountable. As a result, certain narratives may be amplified while others are marginalized, leading to a misreported portrayal of reality.

As George Orwell put it: “Journalism is printing what someone else does not want printed; everything else is public relations.”

In essence, Orwell’s quote implies that true journalism involves the dissemination of information that certain parties wish to conceal, contrasting it with activities that primarily focus on managing public image rather than revealing inconvenient realities.

To address these concerns, it’s crucial for journalists to uphold ethical standards, including transparency, independence, and a commitment to truth-telling, as it was done by my lecturer. News organizations should strive to diversify their sources, challenge dominant narratives, and provide context to help audiences navigate complex issues.

Additionally, media literacy education plays a vital role in empowering the public to critically evaluate information and recognize bias.

In conclusion, as stewards of truth and guardians of democracy, journalists must remain steadfast in upholding ethical principles, transparency, and independence. By resisting pressures to serve as conduits for misinformation and prioritizing the public’s right to accurate and diverse information, journalists can safeguard their integrity and fulfill their crucial role in holding power accountable. Let’s heed Orwell’s timeless admonition and ensure that journalism continues to serve as a beacon of truth, shedding light on what others may wish to conceal, thus empowering society to navigate the complexities of our world with clarity and insight.

 Copy right –Printed in the Expo Times News on wednesday, April 3rd, 2024 (ExpoTimes News – Expo Media Group (expomediasl.com)