Panel discussion “blurring lines between Journalism, Public Relations, Marketing and Advertising”

The digitalization of communication rapidly changes the communication professions. Communication is increasingly becoming hybrid, global and dynamic. The traditional view separates Journalism, Public Relations, Marketing and Advertising, but the digitalization has really changed the relationships between them. It connects each professions’ previously distinct audiences and the offered content – the line between Journalism, Public Relations, Marketing and Advertising has blurred. To discuss today’s work of journalists, PR practitioners, and marketers, changing communication tasks, relationships between the professions as well as challenges for higher education the Department of Communication invited to a panel discussion on “Blurring lines between Journalism, Public Relations, Marketing and Advertising” at the FHWien der WKW University of Applied Sciences for Management & Communication.

Eva Weissenberger, journalist, author and founder of Missing Link Media, started with a short key note on the role of journalism, highlighting the importance of transparency. She was then joined in a panel discussion by Mag. Christian Taucher, Head of KOOP Live Marketing, Mag. Ingrid Gogl, MLS, Head of Digital & Brand Communication ÖBB Holding, Reinhold Gmeinbauer, Managing Partner Alba Communications and Doris Christina Steiner, MA, Managing Director Digital Ketchum Publico and member of the Austrian Ethics Council for Public Relations. FH-Prof. Mag. Dr. Uta Russmann, Senior Researcher at the Department of Communication moderated the panel discussion.

The participants highlighted that to be successful in today’s digitalized communication world it needs a sound theoretical knowledge as well as expertise in a specific field. The impact of digitization is reflected by the dissemination and interconnectedness of content via different media as well as digital channels, with no influence by the sender and his/her message. Constantly having to give direct feedback is one of the greatest challenges. Transparency is key for all professions. To produce good content is essential – more than ever. Increasingly blurring lines between mass media and corporations will need to be addressed by all professions.