Abstract
The concept of give and take is well-rooted in the relationship between journalists and public relations (PR). But despite the importance of the concept to the success of their bond, the concept is slightly tested through a modern technological point of view. This study examines the way PR and journalists, are simultaneously give-and-take on IM (Instant Messaging) technology. It appears that this sort of technological platforms continually awakens the consequence of collegiality at work. They nourish a new type of voluntary professional dialogical communities. Hence, by relaying on the Dialogic theory and by adopting a triple research method: walkthrough method for exploring and extracting data from professional IM group chats (N = 34), descriptive survey of media users (N = 216) and semi-structured interviews with active communication jobholders (N = 6) – the study sheds new light on the love-hate relationship of PR experts and journalists. The findings indicate that the WhatsApp platform specifically is, in fact, an alternative online tribal city square of communication jobholders.
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