Newspapers still don’t get public relations
In tough times, newspapers should set up PR agencies suggests Neil Benson, Trinity Mirror Regional’s editorial director, which suggests Neil Benson’s view of public relations is rather old fashioned.
Many public relations people are ex-journalists and there was a time when PR agencies would only recruit ex-hacks. Not only are those days long gone, it has become increasingly difficult for an ex-journalist to secure anything above a fairly junior position.
Public relations has become a profession, while journalism remains a craft. Public relations people still need to understand the media, and should be able to write to a journalistic standard, but as the industry has professionalised so less emphasis has been placed on craft skills. For many journalists, that must seem bizarre as the standard of press releases — often poorly written and poorly targeted — has failed to improve and such improvement does not appear to be an industry priority.
This is because public relations has been fighting for a place at the top table, alongside other professionals like lawyers and accountants. It’s a more lucrative, higher status place to be.
Providing a service to journalists, is just the tip of the iceberg.
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