This paper considers the role journalistic feedback and reflexivity has played in news coverage of the Tasmanian environmental conflict. Here, at the interface of knowledge and action, the dynamics behind journalist-source power relations and increasing challenges to traditional media roles and practices become clearer. The paper isolates three types of reflexivity ‚Äö- media, professional and personal ‚Äö- then attempts to identify the impact on news coverage of the increased flow of journalists into industry and government public relations roles. Overall, it hopes to stress the complexity of cultural, political and social influences, interventions and interplays operating within the news arena.