The shifting balance between journalism and PR is fueling a lack of trust in the news. That’s bad for everyone. (Unsplash/Camilo Jimenez) Public relations and journalism exist in an uneasy balancing act, a relationship where they both rely on each other as part of a communication ecosystem. It used to be that journalism was the stronger player in the relationship, but now as a result of cuts to newsrooms, PR is becoming more dominant. And this relationship could undermine already limited trust in news. Public relations and journalism Traditionally, one of the most important connections for PR practitioners has been those with journalism. PR professionals rely on their journalistic connections to help get their messages out, and journalists draw from PR to help find interesting stories, fill quotas and meet deadlines. In fact, according to the Canadian Public Relations Society, PR professionals tend to interact more with journalists than with any other professional group.