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Blurring lines between journalism, marketing and advertisement

December 10, 2018 / Ahmed Mustafa

Veteran journalists who were active before the digital age will remember the traditional relationship with Public Relations (PR) companies, which used to be a source of information for news reports. That’s no longer the case with the information landscape changing at rapid speed, driven by technological developments and new vehicles of communication. With social media now being used as a tool by both the mainstream media and PR companies to promote content and propagate messages, the relationship has changed. Though journalists still receive press releases from PR companies, media is shifting from what was perceived as “working for PR companies for free”.