Противоречивото единство между PR и журналистика
The conflictual unity between PR and journalism

Summary/Abstract: The paper examines the conflictual unity between PR and Journalism. Summarized are the elements they have in common, the specificities that set them apart, and those aspects of the jobs of the PR practitioners and journalists which determine their interdependence. And while until very recently PR practitioners and journalists were set apart by mutual distrust, today more than ever before, their professional success depends on shared trust, respect and professional cooperation for achieving their goals.

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