Informal relations: A look at personal influence in media relations Available to Purchase

Public relations practitioners and journalists in South Korea (n=300) were surveyed regarding their perceptions of the influence of 11 types of informal relations (ranging from press tours to perks and bribes) on the news. Using coorientational analysis, the perceptions of each group regarding the ethics of informal relations were also investigated. The two groups reported significantly different perceptions of the influence of informal relations on the news, as well as the ethics of informal relations. Practitioners perceive greater influence of informal relations on news coverage as well as on news content, and perceive informal relations as more ethical or acceptable in practice than do journalists. Regarding informal relations, journalists’ perceived gap between their own ethical values and their predictions of practitioners’ ethical values is bigger than the converse. Finally, practitioners’ misunderstanding of journalists’ ethical values is greater than journalists’ misunderstanding of practitioners’ ethical values. This study indicates that even in a culture where press clubs and interpersonal media relations are the norm and could be expected to breed familiarity, attitudinal differences between practitioners and journalists are striking.