Will easy tracking improve journalism and/or public relations?

picks up on news of a partnership between PR Newswire and Technorati, linking into the view of Ian Delaney that the ease of tracking coverage of press releases is driving journalists to add value with more research into the original story.

This is at odds with the research that I covered yesterday showing media reliance on news agencies. 

From a public relations perspective, checking out highlights the appalling quality and low news value of the majority of press releases listed.  This was underlined by a click on the  link (which seemed to only be present on the US PR Newswire site) – where for the releases I chose at random, no mentions were found.  Perhaps if PR practitioners – and their paymasters – begin to see that their releases are of no interest to anyone, standards might improve.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

2 thoughts on “Will easy tracking improve journalism and/or public relations?”

  1. Hey there, Heather. You may well be correct. I probably presented the most positive view possible. However, I thought that research (from last may, I believe) was extremely opinionated, rather than based in research e.g.: “The portals, aggregators, and search engines which are the leading online news providers have substantially merged into the same thing.”

    No real rigour, IMHO.

  2. I support “real journalism” – and in motor industry we’ve discussed how we can encourage editors to employ journalists who do actually add value to their work, rather than reproducing press releases – or even worse (in my view) buying syndicated copy which is effectively advertorial.

    Good point on the rigour or otherwise of the research cited – thanks.

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