JOURNALISTS AND PR EXPERTS COOPERATION PRINCIPLE
Journalists and PR experts daily gain on importance in creating public opinion. Members of these professions are directed to each other and their everyday relationship takes on new forms. These should be controlled since there is a real danger of their degenerating into the very opposite. The greatest part of all informative press, radio and television programs is filled with PR material and by their misuse, heavy manipulations may occur. It is not always easy for the media or the journalist to recognize often hidden interests of those who supply PR materials. In order to avoid such traps it is necessary to have vast knowledge, personal courage and moral stamena. This work presents research results on the interaction of journalists and PR experts. They are based on material collected by in-depth interviews with members of both professions. The research aims to identify the problems that endanger the quality of communication between journalists and PR experts, in order to improve their cooperation and help successful informing of the general public.