BLOG

It’s hardly a secret: The relationship between public relations professionals and journalists has always been fraught with tension. Reporters roll their eyes at persistent pitching and often regard PR flacks with a hefty dose of skepticism. PR reps, meanwhile, are ever-vigilant against any whiff of unfair coverage of their clients.

Despite this dynamic, journalism has always depended on PR and vice versa – and that’s especially true in today’s media landscape.

Rapidly evolving business models have coincided with news cycles that are more frenzied than at any time in recent memory, meaning that fewer and fewer journalists are expected to produce more and more content. The Pew Research Center finds that in the U.S. alone, newsroom employment plunged...