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  • The ethic of ‘free advertising’ and the Fourth Estate

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    Author(s)
    Ferguson, Anne Elizabeth
    Griffith University Author(s)
    Ferguson, Anne
    Year published
    2006
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Australian Studies in Journalism
    Volume
    17
    Publisher URI
    http://www.uq.edu.au/sjc/books-and-publications
    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
    Publication URI
    http://hdl.handle.net/10072/59992
    Collection
    • Journal articles

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