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A new book by John Lloyd, of Reuters Institute for the Study of Journalism and Laura Toogood, of Financial Times chronicles the development of the relationship between PR and journalism. According to them, tables have turned in recent years: as PR was earlier reliant on journalism to provide publicity, today journalism is reliant on PR to provide them with stories. Meanwhile PR has found new ways of engaging their audiences through social media, thus circumventing the dependence from journalists.
The book Journalism and PR: News Media and Public Relations in the Digital Age is a part of Reuters Institute’s Challenges-series and is published by I.B.Tauris. An extract of the book is available online here (PDF).