Conflict and cooperation between advocates: Lawyers, PR practitioners, and the client's best interest

In this article we investigate the under researched interface between two sets of professional advocates. We focus on public relations practitioner collaboration and competition with lawyers and the issues these professionals confront in the process of reaching consensus about the client's best interest. Our research covers PR professionals and lawyers in two countries – New Zealand and Israel – and uses interviews with 29 informants to identify the conditions for collaboration. We also record how both groups have significant concerns about the impact of the new communication environment on the future of their professions. Our findings highlight major issues that help explain the inter-professional relationships. They also suggest future directions for the practice of law and PR and for further scholarly investigation of the topic.