In the world of media, newsroom reporters and public relations practitioners have long been cast as natural adversaries.

One plays the nosy newshound, always sniffing around for a story. The other is often portrayed as the gatekeeping spin doctor, carefully controlling the flow of information.

When journalists move into communications or PR – as many do in search of better pay and more stable employment – it’s jokingly known in the industry as crossing “to the dark side”.

From the outside, the stereotype has an obvious logic. Journalists are tasked with holding organisations to account, while PR professionals are often employed to represent those organisations and communicate on their behalf.

In reality, this relationship isn’t so clear-cut.

Earlier research suggests that while New Zealand journalists frequently express vocal cynicism toward PR, their daily interactions are rarely built on outright hostility. Instead, the dynamic can range from guarded professional rivalry to close, pragmatic collaboration.

After interviewing journalists across New Zealand as part of my doctoral research, I found a similarly nuanced picture.

What journalists really think

While there has been much research exploring questions of power, dependence and the growing influence of PR on the news agenda, less attention has been........

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