Journalists and public relations practitioners: Comparing two countries

The results of this study have pinpointed some interesting similarities as well as significant differences between the two groups of practitioners. Even though the trends in Croatia and Serbia are similar and show an increasing understanding between public relations practitioners and journalists, Serbia has quite an unhappy group of journalists and a very confident group of public relations practitioners. We have confirmed the findings suggesting that the situation has improved and that the animosity has been on the decline, but Serbia still has a long way to go. Just as we concluded in our previous study the only way forward in further improving this relationship is by educating the journalists about the specifics of the public relations practice and by raising the level of how each of the fields perceives the value of their own efforts.