Central European Journal of Communication

Central European Journal of Communication (ISSN 1899-5101) – the official Journal of the Polish Communication Association is published twice a year.

You are here: Home > List of issues > 2016 > Central European Journal of Communication Volume 9 No 1 (16) Spring 2016 > Journalists PR professionals and the practice of paid news in Central and Eastern Europe: An overview 

Journalists, PR professionals and the practice of paid news in Central and Eastern Europe: An overview 

Henrik Örnebring

(Karlstad University, Sweden)

ABSTRACT: This article maps the practice of paid news in Central and Eastern Europe using a review of previous research and a set of explanatory semi-structured interviews with journalists and PR practitioners across 10 post-communist countries in Central and Eastern Europe (N= 164). Paid news refers to the practice of journalists and/or news organizations taking money (often offered through the intermediary of a PR professional or PR company) to write puff pieces for business or political interests without indicating that the content is in a fact paid for, i.e. a form of corruption of both journalism and PR. This presentantion suggests that the existance of the practise is to a great extent systemic, as both journalists and the PR professionals are part of common “culture corruption” and thus the continued existence of the practice is also a de-professionalizing influence on both occupations, where representatives of both spheres have strong incentives to keep utilizing paid news

 

DOI: 10.19195/1899-5101.9.1(16).1

KEYWORDS: journalism, PR, paid news, professionalism, Central and Eastern Europe.

FULL TEXT:  Journalists-PR-professionals-and-the-practice-of-paid-news-in-Central-and-Eastern-Europe-An-overview (PDF / 188.50 kb)