Understanding the relationship between public relations professionals and journalists is imperative to building successful media relationships. The extent of the relationship will be studied to assess the discernment of the relationship for both journalists and public relations professionals. There has been little change in the relationship between public relations professionals and journalists in recent years, and the following analysis will offer propositions about the reasons for this situation. News media relations are a lot like baseball. On the playing field, an enemy relationship must be assimilated. The "hard" nature of both endeavors is evident from time to time, and both are governed by principles (written/unwritten) and conventions. There are many positions to secure and varying degrees of ability depending on the player. The qualifiers of “fault” and “reasonable” are subjective, and knowing how to win and lose with agility involves a considerable measure for the notoriety of the “group”. The exhibitions of those in charge of public relations and those of underground establishments influence the fact that they are finally marked by a “real alliance”. Delorme and Fedler demonstrate that the conflict between journalists and public relations specialists began at the end of the First World War. “Journalists expected that marketers' efforts to gain a free reputation might diminish daily newspapers' advertising revenues” (Delorme & Fedler 2003, p. 102). This story has now transformed into a custom far more important than anything that could exist. At the same time, the antagonistic relationship is actually a simple custom. , or if it is ...... middle of paper ...... editors and editors in Florida see each other, Journalism Quarterly, 61, 860-865, p 884. Lamble, S (2013) News as it. Happens: An Introduction to Journalism (2nd ed.) Sydney, Oxford University Press, p. 42.PRIA: Public Relations Institute of Australia (2013), accessed 2/05/14, http://www.pria.com.au /Turk, JV (1985) Subsidies and Information Influence, 11, p . 10-25.Turk, JV (1986a) Information subsidies and media content: a study of the influence of public relations on news. Journalism Monographs, 100, p. 1-29.Turk, JV (1986b) The influence of public relations on current events. Journal of Newspaper Research, 7(4), p. 15-27.Witschge, T & Nygren, G (2009), Journalism: a profession under pressure?, Journal of Media Business Studies, Vol. 6, no. 1, p. 37-59, accessed 2/05/14, http://eprints.gold.ac.uk/2128/1/Witschge_Nygren_Journalism_as_profession.pdf