摘要：the other synergies within the relationship allow both to function to produce communication content for the intended effect. Sources, including public relations practitioners, are perceived as controlling access to, and managing, information, while journalists are seen as controlling sources for communication with the public. A study on Global Press-Public Relations Relationship conducted by Rainier PR, a London-based public relations agency, revealed that public relations professionals are not viewed in high regard, with a majority of reporters saying that public relations professionals have little knowledge of either clients' or journalists' needs (Adesara, 2004). On the other hand, there have been several anecdotal reports of grouses among public relations professionals on the lack of accuracy, defamatory reports on organisations as well as the payment demands (bribes) of journalists. To appreciate that relationship, it is pertinent to understand the traditions and nature of the practices of the journalists and public relations practitioners. The common denominator of the functions of the two professions is information ¨C while the public relations practitioners execute the publicity function by providing information to the media, the journalists seek out the public relations personnel for news material. Though ideally that relationship should be symbiotic and productive, in practice it has its problems
