“If journalism is, at its root, designed to provide the public with the information it needs to be self-governing, and if part of that information is the insight that emerges from the aggressive and often hostile monitoring of a variety of social institutions, why would anyone in power ever talk to a journalist? Why would the subjects of monitorial scrutiny not simply communicate with each other and with the public directly, avoiding all dealings with news reporters? In part, for self-interested reasons: government officials and other powerful people know that talking to the press is always an opportunity, however limited, to “get your side of the story out,” even if the results will ultimately be damning. In part, however, officials engage with the press because these officials fear the consequences of non-response”
https://journalistsresource.org/wp-content/uploads/2013/01/TOWCenter-Post_Industrial_Journalism.pdf
The above quote from the Post Industrial Journalism document resonates with me because it suggests that powerful people engage with journalists, despite the risk of negative scrutiny. Also because it offers them a chance to share their own narrative or perspective. Even if the media coverage might be critical, speaking to the press allows them to shape public perception to some extent. Additionally, they fear the consequences of staying silent, as refusing to engage with journalists can raise suspicion or lead to even worse public relations outcomes. Essentially, powerful figures balance the risks of scrutiny with the potential benefits of controlling the narrative.
From a Public Relations, B2B business perspective, companies engage with journalists to shape industry narratives, manage reputations, and communicate their side of the story to key stakeholders like clients and investors. Even if media scrutiny is critical, interacting with the press helps maintain credibility and prevent the negative consequences of staying silent, such as misinformation or speculation.
These kind of relationships seem advantageous in an event of crisis or corrigendum, even for a last minute interaction or new exclusive announcements. Especially with news wires, financials and mainlines, Category A publications should always be a part of target media. Interview/ interaction opportunities with these publications should have a quick turnover.
It has always been my belief that Journalism and Public Relations is a double sided sword, and if used correctly it can benefit both industries gradually.
