PR should receive praise when it is due

It is interesting to see 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?

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Heather Yaxley

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.

3 thoughts on “PR should receive praise when it is due”

  1. One wonders if there is a case for a blog that ‘outs’ journalist’s double speak. It would be a very busy one and would be such fun. I guess there would be at least one new entry per week. My contribution from last week is Rick Broadbent in the Times last week commenting whether Christine Ohuruogu should “play the public relations game”. One wonders what sort of game he might mean.

  2. David,

    That would be fun – I’d like to contrast with references to journalism as a noble profession. Neither stereotype – PR = all bad, journalism = all good stands up to scrutiny and needs to be challenged.

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