When public relations ethics clash with reality: How PR professionals negotiate “brown envelope” practices in interactions with journalists

“Brown envelope journalism”, a practice that involves the exchange of cash gifts for positive coverage, has received considerable scholarly attention and is viewed as a challenge to journalistic objectivity. Yet, limited research has examined the challenge this presents to public relations professionals in their interactions with journalists. This study examines how public relations professionals in Nigeria view brown envelope practices and navigate journalists’ requests or expectations of cash gifts. Using in-depth interviews with selected practitioners, we found that public relations professionals view brown envelope practices primarily as an economic issue, but also acknowledge the cultural and ethical components. Further, practitioners report using different strategies including profiteering-exploiting, reframing, or proactive relationship building. Findings highlight the importance of nuance and context in assessing practices bordering on ethics, as well as relationship management as key to sustainable ethical practice. • Media non-transparency constitutes a unique challenge for ethical public relations. • PR professionals in Nigeria view “cash for coverage” practices through economic, cultural, and ethical lenses. • Both journalists and PR professionals may initiate non-transparent practices, and PR professionals use cash to subvert media production processes. • A focus on relationship cultivation and management is key to maintaining ethical practice.