Following on from my recent post on Nick Davies' book 'Flat Earth News', Jeremy Hillman, the BBC's editor of the business and economics unit, has posted an interesting view point to BBC News' 'The Editors' blog.  Jeremy recently attended the PR Week conference on PR and the media.  While attending, something happened that he hadn't expected - he realised how much PROs and jounalists have in common rather than in difference.  And that, in this world of user generated content and digital media, this was ever more the case.

Jeremy conlcudes:

"It seems to me effective PR isn't about flogging a ropey product launch. It comes from a deep understanding and mastery of the issues around the industry and business you represent and the ability to express those powerfully and honestly. And that, like good journalism, takes time."

Go to The BBC Editors blog for the full story, it's a refreshingly honest interpretation of how these two comlimentray disciplines face similar challenges together.