Published Paper Details:

This research explores the perceptions of media practitioners toward the role of public relations (PR) in the media industry, focusing on the relationship between experience levels and attitudes toward PR functions. Drawing on data from business, education, and media stakeholders, the study investigates key issues such as PR's role in journalism, its contribution to news quality, and the ethical challenges of the PR-journalism dynamic. While there is broad agreement that PR practitioners support journalists by providing timely and accurate information, the data reveal variations in opinions based on experience levels. Less experienced practitioners tend to view PR more favorably, seeing it as a partner in content creation and dissemination, whereas more experienced professionals express greater skepticism about PR's influence, particularly regarding its promotional tendencies. Despite these differences, the study found no statistically significant correlation between years of experience and overall perceptions of PR. The findings highlight the evolving and complex nature of the media-PR relationship, emphasizing the need for both fields to maintain ethical standards and adapt to the changing media landscape.