Analysis-in-Brief

By Danielle Nuckols

Journalism or Public Relations? A Quantitative Survey of Custom

Publishing Editors in Germany
Thomas Koch

Purpose of the Study

This quantitative research study focuses on custom publishing, which is a fast-
growing profession that uses both journalism and public relations. These corporate
publications use strategic communication to communicate their particular interests. However,
their style is also similar to journalists because their readers expect unbiased, objective
reporting. This article studies these editors who have to learn the rules and procedures for two
different professions. According to the study, the researchers analyze the self-conception of
the editors’ professional role, the extent to which their day-to-day work is journalistic, and
the role of truth in their reporting.

The study focuses on the gap between journalism and PR by surveying custom
publishing editors in Germany about their profession. Companies use custom publishing to
create content for their clients or customers. Custom publishers use strategies related to PR to
communicate and advocate the interests of their clients and use strategies related to
journalism by reporting unbiased, objective content for their readers.

To analyze the profession of custom publishing editors, the researchers formulated

their first research question: “How journalistic are the professional training backgrounds and
the career paths of custom publishing editors?” To assess the degree to which the self-
conception is journalistic in nature, the researchers formulated their second research question:
“Which self-conception of their professional role do custom publishing editors have, and to
what extent does this differ from that of journalist?” To compare whether the day-to-day
work and conditions of custom publishing resembled journalism or PR, the researchers
formulated their third research question: “How journalistic is the day-to-day work of custom
publishing editors, and how important is truthfulness in their work?”

Literature Review
This article does not specifically state how many literature studies were used, but it
appears that 14 studies were referenced in this article based on the number of references
listed at the end.

Weaver and Wilhoit (1986, 1996) is one of the studies referenced in this article. This
study provides information for research question number two about self-conception. In
summary, the study identifies three clusters of self-conceptions: a disseminator, an
interpreter, and an adversary. This study helps figure out which self-conception role custom
publishing editors have and how it differs from journalists. The study states that journalist
who are disseminators spread relevant news to large audiences, journalists who are
interpreters deal with complex problems and try to solve them, and journalists who are
adversaries are critics.

Lewis, Williams, and Franklin (2008) is another study referenced in this article to help
answer research question number two. This study focuses on the self-conception of PR
professionals. In summary, PR professionals serve the interests of their clients, but also have
certain obligations to the public.

Both of these studies provide additional information to decide which self-conception

custom publishing editors have and the extent to which it differs from a journalist. In
conclusion, the self-conception of custom publishing editors could be influenced by the client
or by the journalistic work.

Methodology
The researchers selected their study sample group through a three-step process. The
first step was to research companies that employed custom publishing editors. The next step
was to contact the custom publishing employees from the companies that were researched.
They contacted an initial 1,250 potential respondents for the study by sending emails asking
to take part in the survey. The third step was to send reminder emails and sort through data.
After the three-step process they were left with a working sample of 197 people.

According to the study, 51.3 percent were men and 48.7 percent were women. The
average age was 41.27 years. 81.2 percent had completed a university education and 15.2
percent had a general subject-linked university qualification. Companies employed 48.7
percent of the respondents, 43.1 percent worked for agencies, and 8.1 percent were self-
employed or worked for other organization.

The survey directly asked editors if they feel more like journalists or PR actors at their
job. They were asked to rate themselves on a five-point scale from “more like a journalists”
to “more like an employee in the PR department.”

Researchers used a likertscale to analyze self-conception based on the five categories

for self-conception. Researchers asked respondents about the objectives they pursue as
professionals. All items were measured using a scale ranging from completely disagree to
completely agree. To measure the informative function, respondents were asked “The
purpose of my work is to inform the public as precisely and neutrally as possible” and “The
purpose of my work is to report on issues that interest a wide public.” To measure
disseminating self-conception, respondents were asked if they agreed with the following:
“The purpose of my work is to explain and disseminate complex issues” and “The purpose of
my work is to uncover new trends and disseminate new ideas.” To measure service and
entertainment self-conception, respondents were asked if they agree with the statements “The
purpose of my work is to offer entertainment and relaxation to the public” and “The purpose
of my work is to offer counseling to the public and act as an advisor.” To measure the fourth
category, critical/monitoring, of the self-conception model, respondents were asked if they
agree with the statements “The purpose of my work is to critically address grievances” and
“The purpose of my work is to keep tabs on politics, the economy, and society.” To measure
the final category, persuasion/image, in the self-conception model, respondents were asked if
they agree with the statements “The purpose of my work is to show the company favorably”
and “The purpose of my work is to present the company’s opinion to target group.”

According to the study, to find out how editors see their day-to-day work similar to
journalists, respondents were asked on a five-point scale if they agree with the following
items: “My day-to-day work is very similar to that of a journalists,” “In general, journalists
can work more independently than I can,” “I often have a longing for greater journalists
freedom,” “Other people in the company often interfere with the content of my work,” and
“For the same pay, I would prefer to work as a ‘classical’ journalists.”

According to the study, to measure truthfulness in corporate publications, respondents

were asked how important thorough research, truthful reporting, realistic representation, and
critical reporting is based on a five point scale from not at all important to very important.

The above is the detailed questionnaire that respondents were asked. The purpose of
this questionnaire is to test all three research questions to find out if custom publishing
editors are more closely related to journalism or PR.

Results
To answer research question number one, the study found that 38 percent of
respondents completed a trainee program in journalism and 16 percent completed a program
in PR. However, 27 percent of respondents had a previous job in both journalism and PR and
27 percent had previously on had a job in PR. Only 18 percent had a previous job in only
journalism. To answer research question number two, 68 percent of respondents saw
themselves as PR actors, 13 percent saw themselves as journalists, and 19 percent saw
themselves as both. Majority of respondents (89 percent) agree that the self-conception of
their work is dissemination of information. Also, 87 percent of respondents agree that
showing their company in a positive light is important. Unlike journalists, custom publishing
editors did not find it important to report neutrally or report grievances. Although there are
similarities between all three fields, custom publishing editors still differs from both
journalist and PR pros.
https://ac-els-cdn-com.ezproxy.franklincollege.edu/S0363811115300710/1-s2.0-
S0363811115300710-main.pdf?_tid=5da865ee-9dca-4abe-86f2-
37eb39ebb750&acdnat=1540345784_75d2c37a7919798a25d4d9a764fc4dec

Koch, Thomas. “Journalism or Public Relations? A Quantitative Survey of Custom

Publishing Editors in Germany.” Elsevier, 2016, ac-els-cdn-
com.ezproxy.franklincollege.edu/S0363811115300710/1-s2.0-S0363811115300710-
main.pdf?_tid=5da865ee-9dca-4abe-86f2-
37eb39ebb750&acdnat=1540345784_75d2c37a7919798a25d4d9a764fc4dec.