The ethic of ‘free advertising’ and the Fourth Estate

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Author(s)
Ferguson, Anne Elizabeth
Griffith University Author(s)
Year published
2006
Metadata
Show full item recordAbstract
As public relations practitioners increasingly use new technologies to
advance their agenda, could journalistic ethics and the role of the
journalist in society become compromised? This paper explores the
use of internet technology – in particular the emailing of media
releases – by public relations practitioners, examining the gains for
both public relations practitioner and journalist. This paper
highlights increasing pressures faced by journalists that may allow
public relations practitioners to achieve more than merely free
advertising. Where do journalistic ethics come into play? This
practice could not only challenge ...
View more >As public relations practitioners increasingly use new technologies to advance their agenda, could journalistic ethics and the role of the journalist in society become compromised? This paper explores the use of internet technology – in particular the emailing of media releases – by public relations practitioners, examining the gains for both public relations practitioner and journalist. This paper highlights increasing pressures faced by journalists that may allow public relations practitioners to achieve more than merely free advertising. Where do journalistic ethics come into play? This practice could not only challenge the media’s role as the Fourth Estate it could also allow public relations practitioners to become pseudo journalists and perhaps allow the news agenda to be set by public relations practitioners and those they represent.
View less >
View more >As public relations practitioners increasingly use new technologies to advance their agenda, could journalistic ethics and the role of the journalist in society become compromised? This paper explores the use of internet technology – in particular the emailing of media releases – by public relations practitioners, examining the gains for both public relations practitioner and journalist. This paper highlights increasing pressures faced by journalists that may allow public relations practitioners to achieve more than merely free advertising. Where do journalistic ethics come into play? This practice could not only challenge the media’s role as the Fourth Estate it could also allow public relations practitioners to become pseudo journalists and perhaps allow the news agenda to be set by public relations practitioners and those they represent.
View less >
Journal Title
Australian Studies in Journalism
Volume
17
Publisher URI
Copyright Statement
© The Author(s) 2006. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this journal please refer to the journal’s website or contact the author.
Subject
Communication and Media Studies not elsewhere classified