Journal of Communication Management

Purpose – The purpose of this paper is to describe media perceptions of public relations in New Zealand and to explore the reasons behind these perceptions with a view to identifying what public relations practitioners and Public Relations Institute of New Zealand (PRINZ) can do to improve the perceptions and build a better working relationship given the key nature of the public relations-media relationship.

Design/methodology/approach – A total of 30 editors, news managers, business editors and senior news reporters from a full range of New Zealand's radio, television, print and online media were interviewed in late 2007. Maori and Pacific Island media were also included in order to gather perspectives from the non-mainstream.

Findings – Media perceptions of public relations in New Zealand are largely (but not exclusively) negative. The relationship has four faces – sworn enemies; traditional rivals; close collaboration; and being in a different place (not connecting). Antagonism from media practitioners is largely based on experiences with public relations practitioners but also on self created identities. Variations are due to power differentials such as self and other definition, realities in the media landscape, and perceived misalignment of interests.

Research limitations/implications – This study only looks at the relationship from a media persective. A similar study of public relations practitioner perspectives would be the sensible next step. Further investigation of ethnic models of media and public relations are needed because they have not been done before and they may produce fresh ways of understanding and framing public relations.

Practical implications – This study argues that outright media hostility is hypocritical and unhelpful but that professional rivalry is healthy. Public relations practitioners in New Zealand need to improve their treatment of the media at a relational level and learn how to relate to other cultures more effectively. This is crucial because the strongest influence on media perceptions of public relations is the behaviour of public relations practitioners.

Originality/value – This study focuses on the perceptions of senior media in New Zealand. It demonstrates the array of perceptions and reveals that ethnic media feels disconnected from mainstream public relations. This study explains why this is and suggests some practical steps to take to remedy this rift. It also identifies more general measures public relations practitioners need to take to improve the crucial public relations-media relationship.