How TV journalists perceive public relations: The case of Kazakhstan

How do Kazakhstani tv journalists perceive public relations (the profession and the Pr specialists) in Kazakhstan? the problem was studied in Western european, north American, and south Asian contexts but not in the central Asian reality. globally, public relations (Pr) suffer from a tainted reputation and is perceived with a heavy negative connotation. this perception often leads journalists to hold Pr specialists in contempt and view the profession as serving particular private interests rather than the public good. this phenomenological research interviewed a purposive sample of 14 Kazakhstani tv journalists. data saturation was reached at the eleventh interview. the findings illuminated the auxiliary status of Pr compared to journalism, which enjoyed a higher status than Pr. However, press officers enjoyed higher esteem compared to Pr specialists. Press officers, often former journalists, were valued for their efficiency, literacy, honesty, openness, accessibility, and ease of communication. being humane, non-arrogant, and open to professional relationships were also essential qualities. Many Pr specialists in Kazakhstan were considered poorly qualified. the lack of journalistic experience among them hindered tv journalists from effectively working with them, as they often did not understand the rules and routines of media practice and how to adapt to media logic. Additionally, Pr specialists focused on profit whereas press officers focused on the public interest.