1. Student no: s13161812 Reflective Response to Reading – Week 1 MED4105
1 | P a g e
Gemma Harris
The author’s key argument in week one’s reading is that there is too close a relationship
between PR professionals and journalists resulting in colonisation of PR professionals. This
results in ‘PR-isation’ and ‘churnalism’ of news stories, negatively impacting on the
journalism industry influencing lack of respect for them, via the public, due to poor scrutiny.
I understood this point least as it challenges common sense by delving deeper into why
news stories are not always accurate.
Convergence of PR and journalism and colonisation of PR is due to a variety of factors
changing. This is evident by the theory of Davis “These organisational, technological,
professional, cultural and market changes in the news and PR industries have tilted the
balance of power in favour of the latter” (Moloney and Jackson et al., 2013, p. 268). This
concept conveys the subject under discussion by implying why this problem of PR
superiority exists.
Two other important theories are ‘PR-isation’ defined by Moloney as “the professional state
where PR attitudes are incorporated into journalism’s mindset” and ‘churnalism’ defined by
Davies where “forms of pre-packaged material are ‘churned out’ by journalists” (Moloney
and Jackson et al., 2013, p. 261-262). It supports the subject under discussion by identifying
the issue’s and that PR is influencing journalism too heavily.
A real example of ‘PR-isation’ is through the use of the internet; the development of
technology is a factor increasing ‘PR-isation’. The case study states “Fox News’ public
relations staffers used an elaborate series of dummy accounts to fill the comments sections
of critical blog posts with pro-Fox arguments” (Posts, 2013). This implies current technology
is influencing news stories with false information impacting negatively for journalists but
successfully for PR.

2. Student no: s13161812 Reflective Response to Reading – Week 1 MED4105
2 | P a g e
Gemma Harris
Further investigation could be “How can technology be changed to prevent ‘PR-isation’ of
journalism?” Another reading discusses this “More separation comes by the PR media
system developing its internet presence and so messaging directly to its publics , avoiding
media transformation of its material” (Moloney, 2006). A suitable methodology would be
semiotics as it can consider if communication through visual signs and symbols, within new
media, are influencing this issue.
This reading helped me understand the subject under discussion by providing me with an
insight into how too close a relationship between PR and journalism can have a negative
impact on Journalism and create a shift of power towards PR professionals. The new
knowledge I gained from this is that there should be an ‘ethical distance’ between the two
industries and aspiring journalists should be cautious, independent and aware of the
differing communication strategies, with journalism including less infotainment and being
more factual and PR being favourable.

3. Student no: s13161812 Reflective Response to Reading – Week 1 MED4105
3 | P a g e
Gemma Harris
Bibliography:
Moloney, K., Jackson, D. and Mcqueen, D. 2013. News journalism and public relations: a
dangerous relationship. CJCR: Centre for Journalism & Communication Research,
Bournemouth University, p. 261-262.
Moloney, K. 2006. Rethinking public relations. London: Routledge.
Posts, F. 2013. Fox News Reportedly Used Fake Commenter Accounts To Rebut Critical Blog
Posts. [online] Available at: http://mediamatters.org/blog/2013/10/20/fox-news-
reportedly-used-fake-commenter-account/196509 [Accessed: 2 Feb 2014].