There is a trench journalism, on the front line of information, which operates in the newsrooms, and another, crossing its frontiers, which far from being an enemy of the first, acts as its logistic ally, as a transmitter of reliable and quality data, acquired from a multiplicity of prestigious analysts, and which facilitates the work of those who daily exercise the Fourth Estate. Like the former, they are also journalists. Or communication specialists. And they are willing to facilitate informative pairings to their professional colleagues.
Despite the personal -or self-interested- determination of those who want to see the professional relationship between journalists and communication agencies as a paranormal phenomenon, an encounter between two species without any defined link between them, the connection between the two not only works, but is also essential for news and quality analysis to flow to public opinion as a well-oiled transmission belt. There are some. I do not know if they are legion. Or if they are only residual. But my impression, almost certainty, is that they are wrong.
Those of us who have had the opportunity to practice journalism on both sides of this border should recognize more often the shared merit of this marriage of convenience. Journalists, those who are in the front line of the news, value the reception of reports, comments and opinions of experts that, on a daily basis, reach their usual news channels. They are not their primary sources of information, but they are surely their healthiest sources of assessment. Obviously, not all of them are of equal quality. Prestige is not achieved at the drop of a hat. It is, as academic and health institutions, for example, are well aware, an arduous and time-consuming task that generally responds to a sophisticated strategy that does not always bring the desired benefits. But to detect this quality there is a journalistic sense of smell.
Of course, in this context, the polluted atmosphere that some people strive to describe in order to discredit the work of agency agents – ironically, the redundancy – is not real. Or, at least, it is not part of the air that is generally breathed in this profession. There are always people for everything, as the Spanish saying goes. But the norm is that cooperation is the usual sign of identity. With the usual exceptions, of course. In other words: the alleged interference of agency journalists to influence or interpose a smokescreen around a preconceived defense of their clients is neither a pattern of behavior nor a common practice, but rather a rara avis, a tumor diagnosed, localized and with surgical treatment for its removal.
The vital constants that predominate in the journalistic relationship between media professionals and communication agencies is cooperation. The frequent supply of data and analysis with which newspapers, radio and television stations and their applications and social networks nourish their readers, listeners and viewers. In a world that is spinning at an unprecedented speed in history. Agencia comma has perfected this transmission belt in one of the most sophisticated areas of news, market valuation and analysis, with a capacity for immediate adaptation to critical moments, in which major transformations have been precipitated in the world order, in geopolitics and in the economic situation, as a result of paradigm shifts in the technological and energy fields and with unavoidable challenges to combat the climate catastrophe.
However, and despite this effervescent era of transformations, we must not lose perspective or abandon the sign of identity that should govern the communion of interests between the two spheres of journalism. The roadmap sets as a final destination the search for symbiosis between these two souls of information treatment based on six driving ideas.
Collaboration between journalists and PR agencies offers benefits for both parties
The former gain access to relevant information that will fill their stories with meaning, expert testimonials and supporting data sets that will drive subscriptions and encourage downloads and clicks. PR agencies, meanwhile, will thus have access to trusted media from which to disseminate client news and promote brands.
A relationship that demands more than meets the eye
PR support for journalists can come in many forms, and one great option is to have a media kit. These media kits provide easily accessible information about a brand, including company background, key executives, product information and visuals that can be used by journalists as well as informed technical opinion on what they are experts in your industry. The distribution of informative and analytical material and the engagement of journalists will be supported by a well-prepared media kit that provides quick access to relevant data and enhances news coverage. This is one of the best ways in which collaboration between professionals can be streamlined.
Establishing linkages through thought leadership interviews
Another form of cooperation that almost always comes to fruition is the offering of thought leadership interviews. Collaborative teams working together will provide valuable expert information, generate credibility and provide brand exposure. These encounters with thought leaders or prestigious personalities in their professional field are an essential tool for laying the groundwork and deepening mutual trust between clients and media contacts. Public relations professionals can use press releases, media outreach, proprietary channels, and primary content to secure the inclusion of thought leaders in the media and create meaningful connections with journalists.
Public relations and journalists
Their interdependence in the collaborative process of crafting compelling stories must be frequent. The journalist counts on receiving accurate information and the public relations professional expects the factual story to be communicated correctly. Building trust and open communication are the cornerstones of these synergies. Through storytelling, teamwork takes shape to create compelling and accurate content that resonates with the audience and enhances the perception of both the media and the brand.
Provide valuable resources and information
This umbilical cord offers agencies a valuable resource in the media to reinforce corporate brands. As representatives of their clients’ image, PR teams can provide the media with data, research, images and expert commentary or quotes. So they are in a constant quest to provide their editorial colleagues with reliable and timely information; in other words, to give them solid media reading and coverage.
Overcoming challenges and maintaining ethical practices
Deontology must also preside over these communicating vessels. Because there are potentially risky challenges in the relationship between media journalists and agencies, such as conflicts of interest, but also ethical considerations. From the agency’s perspective, being a source of information for journalists and a public relations cultivator at the same time can be complicated. Therefore, the links must be transparent and honest, so that these interactions can successfully navigate any potential ethical hurdles.
In short, if this cooperation between these two frontiers of journalism did not exist, it would have to be invented.
