PR v Social Media v Journalism

Whilst sitting in a media room in Gqeberha this December I heard a fellow occupant saying that she was living the dream as all she wanted to do from High School Days was to become a journalist and report on the sport that we were watching.

“Aah, a fellow member of the dying 4th estate I thought,” and leaned over to ask; “Which publication do you write for?”

The answer was; “I write for (NAME OF SPONSOR).”

And, of course, I didn’t make a lifelong friend with my answer; “The you are NOT a journalist but a PR person writing only what your employer wants to see in print!”

And, for good measure trotted out my Lord Nothcliff quote; “News is what somebody somewhere wants to suppress; all the rest is advertising.”

I just found it very interesting that someone would confuse journalism with PR and, dare I say it, also with Social Media.

Table of Contents

From my view (with a journalist cap on):

Journalists are the ones who defined the communication and news industry – searching for the truth no matter what, no matter who pays them or attempts to bribe them. If you are someone who writes or reports as a journalist the true badge of acknowledgement is when someone attempts to sue or use a SLAPP Suit against you. Journalist articles go through a rigorous process before being published to ensure that the release is true and follows the rules of fair play and truth.
Public Relations people are those who attempt to get their clients names in print and are paid in various forms for doing that. Of course PR has expanded into many other facets – web design, SEO, Social Media Management, Crisis Management, Events and the like. Essentially, though PR people write nice things about people who pay them to do so. And, publications like MyPR assist PR Professionals in their day to day as they build up positive mentions of their clients.
Social Media People (I hesitate to use the word ‘influencers’) are those who seek fame and glory through promoting brands – often the lines are very blurred between the name promoting and the brand being promoted. They receive payment from clicks and views and then move onto payment from brand owners.

We do live in a very strange world where, on the one hand, Social Media and PR Practitioners prefer to be called journalists whilst, on the other hand, it has become popular to degrade journalists for the work that they do.

Personally, I prefer the truth – no matter how unpalatable that may be.

Free Submissions for Journalists:

As a measure of MyPR’s admiration for journalists we have a special free featured press release section just for qualifying journalists here: https://mypr.co.za/journalists/

Video:

In the video below, Joel Kessel, a strategic communications expert, discusses the shifting landscape of media and the distinct but interconnected roles of journalists, PR professionals, and influencers.

[03:11] The Role of the Journalist

Kessel defines professional journalists as trained reporters working for reputable companies. He notes that their lives have become increasingly difficult due to the 24/7 news cycle and reduced staff budgets. Journalists are often overwhelmed, making them receptive to high-quality, pre-researched information that helps them file stories faster.

[00:15] The Role of the PR Professional

PR is described as a strategic communications role focused on building long-term relationships with the media. A PR professional’s job is to act as a bridge between a story and a reporter. Kessel emphasizes a “servant mentality” [16:13], where the goal is to make the journalist’s job easier by providing data, statistics, and professional press kits [20:09].

[16:05] Social Media & Influencers

The video discusses influencers as the new “media” figures of the digital age. Kessel uses the PESO model (Paid, Earned, Shared, Owned media) [04:50] to explain how messages spread:

Shared Media: This involves social platforms like Facebook and Twitter where influencers and the public engage with content.
Influencer Strategy: Similar to media relations, building relationships with influencers requires engaging with their content and adding value to their community before asking for promotion.

Key Takeaway: The PESO Model

Kessel explains that a modern information strategy must integrate all three [05:01]:

Paid: Advertising (e.g., Facebook Ads). [Here MyPR can assist]
Earned: PR and media relations (getting a journalist to cover your story). [Here MyPR can assist]
Shared: Social media engagement and influencer partnerships. [Share your release from MyPR for a ‘3rd person’ vote]
Owned: Your own website, blog, or book. [Here you could carry MyPR‘s RSS feed for your Author Account as well]