The communication business worldwide is, at bottom, a collaborative tussle between two tribes: the tribe of journalists working for newspapers, magazines and broadcast stations versus
the tribe of publicists and communicators who work for different organizations, and those personalities important and rich enough to afford full time support. For decades, if not centuries, there was no doubting which tribe was stronger. Journalists had the whip hand simply because they were the gatekeepers. They controlled access to mass publics, they shaped reputations, and they decided what mattered and what did not. When I was active in the media, both in Lagos and London, my colleagues and I disdained PR practitioners. They were supplicants, always imploring us to use a press release, always anxious about how a boss or the organization they worked for would be portrayed by our newspaper.
Well, according to John Lloyd and Laura Toogood, the pecking order is changing. In a new book published by the Reuters Institute for the Study of Journalism, University of Oxford, United Kingdom, the authors make the following case:
Public relations is booming at present, and its mechanisms and practices are being adopted by corporations and companies across the globe. Journalism in the developed world is undergoing a series of radical changes, and is available in a greater choice of forms than ever before. The first, however, is highly profitable: while newspaper, magazine, and some forms of broadcast journalism struggle to discover a stable model for making profits. This will not change soon.
Newspapers and magazines under pressure are thus pulling their editorial closer to public relations and advertising to secure funding, both in the carriage of native advertising and in using public relations narratives. The internet, which increasingly carries all media, blurs the distinctions which had taken physical form in the pre-digital era. (p. 129)