Peace Journalism: Between advocacy journalism and constructive conflict coverage

The professional norms of good journalism include in particular the following: truthfulness, objectivity, neutrality and detachment. For Public Relations these norms are at best irrelevant. The only thing that matters is success. And this success is measured in terms ofachieving specific communication aims which are "externally defined by a client, host organization or particular groups ofstakeholders" (Hanitzsch, 2007, p. 2). Typical aims are, e.g., to convince the public of the attractiveness of a product, of the justice of one's own political goals or also of the wrongfulness of a political opponent.