Public relations a media — konflikt interesów czy korzyści wynikające z synergii?

Abstract

Public relations and the media — a conflict of interests or benefits of synergy?

In the article the author analyses the problem of the relations between two seemingly different, even rival worlds, i.e. the world of the media and the world of PR. Sometimes people see only obstacles and barriers that hinder cooperation between journalists and PR professionals. That is why the author examines the problem in greater detail, pointing to — apart from the determinants of crises between these two professions — the principle of good relations. In addition, the author analyses ethical dilemmas, which for years have had a considerable impact on the PR industry, influencing the effectiveness and efficiency of cooperation between journalists and PR.