Navigating Media Freedom in the Age of PR and Digital Transformation: Kristīne Misāne’s Case

This study examines the interplay between public relations (PR) activities and news media, aiming to better understand the delicate balance between PR interests and journalistic independence in today’s complex media environment. Using the case study of Kristīne Misāne—a Latvian citizen whose extradition drew national and international attention—the research highlights how PR efforts can both support and challenge media freedom by shaping news agendas and public opinion.
Through automated content analysis methods, findings reveal that press releases inspired 26% of news articles, while Latvia’s national news agency drove 60% of online media content, with 37% being verbatim reproductions. These practices underscore the pressures on journalists in resource-constrained environments, where reliance on PR materials undermines editorial independence and limits diversity of perspectives. An interview with the PR agency behind the Misāne case further illuminates strategic agenda-building tactics, including tailored media messaging and leveraging personal relationships with journalists.
The study raises critical questions about the role of PR in media homogeneity and the ethical implications of information subsidies, particularly as journalists face increasing challenges from digital transformation, shrinking advertising markets, and disinformation. This study adds to the larger conversation on media freedom protection by promoting openness in PR-journalist relations and stronger protections to maintain journalistic independence in a time of changing digital communication.