By Leslie Hacker | CPRS Vancouver, Vice President | Founder of Hacker Communications
For years, it was the golden rule: PR and journalism are separate entities. Respectfully intertwined, but never to be mixed. In every PR classroom and textbook, we were taught that the integrity of traditional journalism was built on that invisible wall. PR pros operated from the other side, respectfully knocking.
But that wall? It's crumbling. Earlier this year, we gathered at a CPRS event to talk honestly about what the division between journalism and PR means in the modern era.
From Adversaries to Allies: A New Era for PR and Journalism
The event brought together an incredible panel of practitioners who have worked across (and in between) both sides of the editorial equation:
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Noa Nichol, Editor-in-Chief and Publisher of Vita Daily and VITA Magazine
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Robin Cook Bondy, MPR, APR, PR Instructor and Chair of the PR Program at Kwantlen Polytechnic University
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Fawn Mulcahy, Founder of Fawnz Creative Communications
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Moderated by Carolyn Rohaly, APR, President of CPRS Vancouver
Together, we asked:
What does collaboration between PR and journalism look like today, when the lines between church and state are blurred so often and so dramatically?
The answers were bold. And unfiltered.
“We can’t pretend it’s 2005 anymore.”
As one panelist put it, “Our industry isn’t broken, but it is evolving. And the old rules don’t always apply.”
Noa Nichol reminded us of the pressure that the media faces today. She’s built a thriving platform with hundreds of thousands of readers, but still works solo, sustaining print through editorial integrity and paid content.
It’s not an unusual scenario. For as long as the media has been around, it has relied on advertisers to operate. But in the age of digital marketing, traditional media’s piece of the advertising pie has shrunk considerably, and sponsored content needs to play a bigger role. Her take? “PR needs to support media financially, just like media supports brands editorially. It’s an ecosystem.”
We’re no longer just pitching for earned media—we’re navigating pay-to-play, partnerships, influencers, branded content, and blurred lines. And that’s okay, as long as it’s done ethically and transparently.
Ethical PR is Strategic PR
Robin Cook Bondy brought an educator’s lens to the conversation, reminding us that ethical storytelling, grounded in research and evaluation, is still the backbone of great public relations. She called on the next generation, and today’s pros, to slow down and think critically:
“It’s not just about reach anymore. It’s about resonance, accuracy, and long-term trust.”
She encouraged practitioners to teach clients about the value of traditional media and to stop treating influencers or paid placements as silver bullets. The PESO (Paid, Earned, Shared, Owned) model isn’t just a framework—it’s a balancing act that demands precision, curiosity, and clarity of purpose.
The Pitches That Succeed (and Those That Don’t)
The audience asked tough, practical questions, and the panel answered in kind:
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Noa Nichol shared the difference between editorial gold and PR noise: “New flavour of a drink? Not a story. But trend-based angles, compelling voices, and real people? That’s what makes me want to write.”
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Fawn Mulcahy emphasized thoughtful targeting and relevance: “You can’t mass-blast anymore. Relevance, personalization, and timing matter more than ever.”
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Robin Cook Bondy reminded us: “Transparency builds trust. And that means knowing when something’s paid and clearly labelling it as such.”
What Actually Gets Coverage
One of the most insightful moments for me personally came when Noa Nichol described her day-to-day reality as a lifestyle editor:
“I get hundreds of pitches a day. Most of them don’t stick. But when I start to get multiple pitches on the same theme from different PR pros, that’s when a story starts to take shape.”
Why? Because it signals a trend. It gives her multiple voices, perspectives, and angles to build something deeper than a branded blurb. It’s not about who pitched it first; it’s about how much relevance and resonance the topic has across the landscape.
For PR practitioners, that’s a critical takeaway:
This is where collaboration (not competition) among PR pros can actually elevate everyone's results. When multiple stories connect under a theme, a savvy journalist can turn them into a thoughtful, well-rounded feature. It’s not just about one product or client- it’s about the cultural moment.
What’s at Stake? Everything.
This wasn’t just a conversation about tactics. It was a wake-up call about the existential challenges our industries face: newsrooms shrinking, journalists burning out, PR professionals overwhelmed by content demands and client expectations.
But it was also a call to action.
When PR and media support one another - with honesty and mutual respect we can protect the credibility of both professions.
What Comes Next?
Our panel ended with hope. Hope that:
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The next generation will enter PR with strong writing, ethics, and critical thinking skills.
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Journalism will find sustainable new models, supported by partnerships that don’t compromise integrity.
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More of us will be willing to show up in rooms like this—ready to listen, learn, and reimagine the way we work together.
In a noisy world, truth and trust still matter.
Thank you to everyone who joined us, asked thoughtful questions, and shared their voice.
Let’s keep the conversation going.
