But the two professions need each other. And they need to be on the same page.
An infographic from the PRESSfeed 2012 Online Newsroom Survey highlights some large discrepancies between what journalists want from press releases and what PR pros think they want.
For example, 75 percent of journalists say they want access to video in a press release, but only 43 percent of PR pros think videos are important to journalists. Even fewer (32 percent) have a video gallery in their newsroom.
Also, adding images, graphics and video to a press release can increase views by as much as 77 percent, but more than half (54 percent) of PR pros don’t have the resources to produce them.