Are NZ journalists and PR practitioners really enemies? New research suggests otherwise

A new study challenges the old stereotype that journalists and PR professionals are locked in adversarial conflict. According to The Conversation, PhD candidate Daljit Singh Bedi at Auckland University of Technology interviewed journalists across New Zealand and found something more subtle: rather than automatically distrusting communications people, journalists assess each PR professional individually. They ask themselves—is this person genuinely trying to help explain something complicated, or are they deliberately trying to limit or spin coverage? Bedi's research found that trusted PR practitioners are those who understand newsroom pressures, respond quickly with accurate information, and facilitate access to experts. But there's a catch: even trusted sources require independent verification. Journalists emphasized that credibility never replaces fact-checking. The research arrives as New Zealand newsrooms have been hollowed out by layoffs at outlets like TVNZ and NZME, leaving fewer reporters covering more stories under greater pressure. When journalists have less time for verification and building relationships, evaluating competing claims becomes harder—and that has implications beyond journalism for democracy itself.

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