Recently, The Nation published Phil Chinkhokwe’s article in which he argues that public relations content is diluting journalism in Malawi as influential journalists leave newsrooms for greener pastures in corporate sector.
I would say the said article laments that PR claims now dominates media content with little or no fact-checking.
This is not true. PR is a complement to journalism, not an enemy.
In recent years, the country has witnessed a remarkable boom in the PR industry.
As government institutions, non-governmental organisations, corporate companies and non-State actors increasingly recognise the power of strategic communication, PR practitioners have become pivotal in shaping public perception.
This does not only create jobs for communicators, but also invites questions about the relationship between PR and journalism.
The question marks particularly involves fears that PR practices might be eroding the credibility of the country’s journalism landscape.
It is time to dispel these misconceptions and recognise that PR practice extends beyond media interaction.
PR is fundamentally a management function integral to maintaining the integrity of organizations and fostering effective communication.
At is core, it aims to build and sustain trust between an organisation and its publics.
On the one hand, PR involves internal communication such as employee engagement and leadership messaging.
On the other hand, it involves external communication, which includes disseminating information to the public, investors and the media.
Importantly, external communication is not just about published articles, advertisements or press releases. It can often be direct and targeted, reaching consumers and stakeholders through digital platforms, community forums or direct engagement.
This flexibility underscores PR’s role as a strategic, multi-channel communication tool, rather than merely a booster for media coverage.
Some critics argue that the expanding PR industry may be diluting the credibility of journalism, as does the My Turn article published in the The Nation of April 2 2026.
This view overlooks the essential, complementary roles that PR and journalism serve.
Journalists became crucial during times when mass coverage of events or issues was necessary—be it during elections, health campaigns or socioeconomic developments.
PR practitioners often engage journalists to amplify and spread their messages to a greater audience.
This partnership can be mutually beneficial: Media outlets gain access to verified information, while organisations attain wider visibility.
Nonetheless, the role of journalism remains vital. Journalists must continue to probe, investigate, and challenge narratives—holding institutions accountable.
For example, a journalist investigating the impact of a new government policy on local communities can—and should—raise questions about transparency, effectiveness and unintended consequences.
A corporate journalist might uncover environmental violations or expose corruption, providing the public with a balanced and factual story.
As long as these stories are balanced, accurate and well researched, the collaboration with PR practitioners does not compromise journalistic integrity; instead, it enhances the quality of public discourse.
Besides, PR practitioners often serve as a conduit for timely, direct communication. For instance, during health emergencies such as cholera outbreaks, organisations can communicate directly with the public, dispelling myths and providing critical information without necessarily relying on media outlets.
Such direct engagement is essential because it fosters trust and transparency, essential qualities for effective crisis management.
Therefore, Malawians need to understand that PR and journalism are not adversaries or competitors, but two interconnected aspects of effective communication.
Both disciplines aim to serve the public interest—journalism through investigative reporting and holding power to account and PR through strategic management of an organisation’s image and message.
When exercised responsibly, these fields enhance transparency, accountability and societal progress.
Let us see the booming PR industry not as a threat to journalism, but as a vital partner that, when combined with ethical journalism, can propel Malawi towards a better-informed and engaged society..
