We analyse all available observations of GX 339-4 by XMM-Newton in the hard spectral state. We jointly fit the spectral data by Comptonization and the currently best reflection code, relxill. We consider in detail a contribution from a standard blackbody accretion disc, testing whether its inner radius can be set equal to that of the reflector. However, this leads to an unphysical behaviour of the disc truncation radius, implying the soft X-ray component is not a standard blackbody disc. This appears to be due to irradiation by the hard X-rays, which strongly dominate the total emission. We consider a large array of models, testing, e.g., the effects of the chosen energy range, of adding unblurred reflection, and assuming a lamppost geometry. We find the effects of relativistic broadening to be relatively weak in all cases. In the coronal models, we find the inner radius to be large. In the lamppost model, the inner radius is unconstrained, but when fixed to the innermost stable orbit, the height of the source is large, which also implies a weak relativistic broadening. In the former models, the inner radius correlates with the X-ray hardness ratio, which is consistent with the presence of a truncated disc turning into a complete disc in the soft state. We also find the degree of the disc ionization to anti-correlate with the hardness, leading to strong spectral broadening due to scattering of reflected photons in the reflector in the softest studied states.