Artūras Jonkus: Not Every Domestic Bird Is a Chicken — or A Beginner’s Guide to Communication for Regulatory Institutions

SUMMARY

In this commentary, Artūras Jonkus argues that regulatory institutions often conflate communication, public relations, and advertising, treating them as interchangeable—even though they are fundamentally different. He points out that issuing a press release is a PR tool, and the media is free to interpret it however it wants, while regulators may expect it to be treated like journalism or straightforward information.

Jonkus warns that this blending of genres can undermine media freedom and trust in public institutions. He emphasizes that regulatory frameworks should respect the distinct nature of each communication form—advertising, PR, journalism—and avoid treating one as a substitute for another.

By staying cautious about communication roles and maintaining clear distinctions, institutions can preserve credibility and promote transparency in how they engage with the public.

Read more here: Artūras Jonkus: Not Every Domestic Bird Is a Chicken — or A Beginner’s Guide to Communication for Regulatory Institutions and here.