Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners

Public relations (PR) practitioners’ and journalists’ professional views and attitudes toward each other have been a subject of academic inquiry during the past decades; however, much of this research has focused on Europe and North America. In other regions of the world, for example in Latin America, historical developments and social understandings have led to slightly different conceptualizations of PR and journalism. Using Chile as a case study, this paper reports the results of an examination of Chilean journalists’ and PR practitioners’ professional conceptions. While both groups tend to have somewhat similar views of media relations and see themselves as part of the same profession, there are also important differences which are most likely based on professional socialization processes rather than educational backgrounds or sociodemographic and work related variables. Implications for contextually grounded approaches to the study of PR and journalism are highlighted.

► Journalists and PR practitioners perceive themselves as a part of the same professional community, although practitioners feel closer to journalists.
► Professional socialization and educational background are important influences on journalists’ and PR practitioners’ views on media relations.
► PR practitioners, especially those with journalism education, have a more positive perception of their media relations.
► Educational background is not a significant factor in the shaping of professional identity.
► PR practitioners and journalists see their professional roles as different and their professional values as similar, although practitioners feel closer to journalists.