It is interesting to see FT.com columnist, Michael Skapinker being dismissive of PR practitioners in his piece You can handle the web without an adviser – yet when he claims Scientists must learn to talk to the media, he supports the work of the Science Media Centre. Of course, he fails to clarify that this independent venture, as a “press office for science”, is a public relations operation.
This is one of the many challenges for the profession of PR. When issues that are not our responsibility, but result from poor operational management, the media labels them as a PR disaster. Or they pejoratively call corporate citizenship initiatives “PR exercises”.
Yet, the media remain silent when it comes to clarifying that PR does help organisations and their publics. Could it be that journalists know they could not do their jobs without the support of PR professionals – and this belies the myth of the investigative, independent journalist?