People often confuse Lakeland public relations and journalism even though these are two completely different communication methods. Public relations target a specific audience to relay a message and build support for a brand, organization, company, or idea. Journalism, on the other hand, has an acquired audience. It doesn’t concern itself with what the audience wants to hear because what it reports about is the news, which is of interest to the general public. 

Far too often, people think that PR practitioners should act as journalists and vice-versa. Many celebrities, companies, and politicians argue that the media should also talk about positive news happening in the country. In many parts of the world, the role of journalism is being questioned because politicians are blaming them for the bad reputations that they sometimes suffer from. 

But this is precisely why it’s important to differentiate these two. Public relations concern itself with their clients’ public image. They want to change public perception about a brand, company, organization, or person. But journalism doesn’t work that way.

Journalists have to report what’s happening and what’s being said and the implications of those things regardless of who suffers in the end. They do this even if some high-ranking officers are going to come after them afterward. That’s essentially how these two are very different. 

In the context of marketing, Lakeland public relations is that method being used by businesses to raise brand awareness, manage crises, and sell products and services.

Whenever a company finds itself in hot water, what it needs is a good PR campaign. PR builds a communication strategy to persuade journalists that a certain issue must be talked about and written about. It is up to public relations to tell journalists that something is important for their audience. 

But PR experts don’t have the power over journalists nor does journalism has power over public relations. These two complement each other. There are times they come from opposing sides but at the most, these two communication methods aim to boost each other’s chances. 

Public relations want to give journalism useful information it can use in its coverages. Journalism provides the tool and channel for public relations to send their messages to their target audience. Can one exist without the other? Highly unlikely. 

When you need to promote your business, what do you need? Lakeland public relations or journalism? You need PR because it is the messages from the public relations campaign that journalists will try to weigh. If they deem the message relevant, then they’ll cover and carry it. If not, then you need to find a new PR expert because PR campaigns can usually affect a reaction.