AustraliaThe article explores the longstanding perception in New Zealand media that journalists and public relations (PR) practitioners are natural adversaries. It challenges this stereotype by presenting findings from doctoral research indicating that the relationship is more nuanced. While journalists often express skepticism toward PR professionals, their interactions are typically characterized by guarded professionalism rather than outright hostility. The study highlights that journalists evaluate PR individuals based on specific behaviors and intentions, distinguishing between those who provide accurate information and those who attempt to manipulate narratives. The research also notes that journalists maintain a critical stance toward all sources, not just PR professionals, emphasizing their commitment to factual accuracy and editorial independence.
Bias read (Center): The article presents balanced research findings without overt ideological slant. It acknowledges both the traditional adversarial view of journalists and PR professionals and the more complex realities observed in practice. The framing remains neutral, focusing on empirical data and journalist self-
