Abstract
The chapter presents a project that aims at bridging journalists and public relations practitioners in Romania. In the introductory part, the author reflects on the characteristics of the PR-journalism relationship in the historical context. Then, the chapter analyzes several digital challenges that influence the contemporary communication industry. The concept of hybridity between journalism and strategic communication, and the solution of educating journalists in public relations literacy will be unpacked. The empirical research focuses on the case study (the campaign “#RespectJurnalistii” [Respect Journalists], the digital platform “2Value Reporters,” and the app “2Value”) that is informed by document analysis, participatory observation, and semi-structured interviews with the initiators of the project.
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