Today The Australian reported that as much as 80 per cent of media content is derived from public relations material.
Jim Macnamara, director of the Australian Centre for Public Communication at the University of Technology, Sydney analysed more than 70 local and international studies published over the past 80 years.
His analysis showed the oft-heard journalists’ claim that they never find PR sources useful was “a myth”.
Macnamara said the data showed 30-80 per cent of media content was sourced from, or significantly influenced by, PR practitioners, depending on the outlet, with estimates of 40-75 per cent common.
“PR is a fact of life. Journalists should recognise it as an important communication channel and not deny it. And if there is PR material being used, it should be open and transparent.”
Macnamara will present his findings in Sydney this Wednesday night at a debate hosted by the Public Relations Institute of Australia on the topic: “That PR and journalism are different sides of the same coin.”
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