Scribes, PR officers enjoy better working relationship

The relationship between Public Relations (PR) officials and journalists has improved despite cases of mistrust. A study by Rave Motion shows that majority of PR practitioners, 72 per cent, and journalists 64 per cent, have improved their working relationships compared to previous years.

The study represents views of journalists and PR practitioners from four print media houses and five key public relations agencies respectively. “The improved relationship points to a better understanding of the demands of both professions by the players.

This is a positive implication as brands stand to reap from the publicity services offered by PR professionals on their behalf,” said Rave Motion official Zubeidah Maseko. The study also notes that trust between the two media professions remains crucial. - James Wanzala