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We need to talk about your broken relationship with PR.

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

Journalism, as we know it, is going to hell in a handbasket.

It’s serious, of course. Journalism is the Fourth Estate, and we all depend on the freedom of the press and its willingness to tell important stories.

Communication as a profession, on the other hand, is doing just fine. The media logic is constantly evolving, and so are we. Obviously, there’s going to be some friction as communications and journalism sometimes overlap. Against such a backdrop, let me pose this rather naïve question:

Is there a way for journalism to let go of the idea that PR is a problem and instead focus 100% on finding new solutions to their problems?

More “Flacks” than “Hacks”

According to journalist Mike Rosenberg, there are now five PR professionals on every news reporter in the US, an increase from fifteen years ago when there were two “flacks” on every “hack”.

The comparison is painting a picture of an army of “Pitchmen”, who, like corporate mercenaries, are attacking journalists from every direction.

And I agree that we PR people can get better at our jobs:

However.

A reasonable assumption would be that an average PR professional spends less than 5% of his or her working hours focusing on securing editorial publicity. The rest of the time is spent on, well, you know, communications.

With a decreasing number of journalists combined with an increasing number of ways to communicate with publics directly, it makes sense to focus even less on editorial publicity.

Addressing the Real Problem

I can understand resentment coming from journalists who are under the impression that professional communicators are responsible for making matters worse:

It’s true that communication mistakes are being made every day. However, it’s a stretch to claim that fewer mistakes would be made if all PR professionals decided to quit their jobs tomorrow.

And that’s just it. The problem is too few journalists, not that there are too many companies prioritizing professional communication and marketing.

Almost all organizations today, public or private, must communicate professionally with both internal and external stakeholders. The ratio of professional PR professionals versus journalists could be twenty to one, just as long as there are enough journalists to report the news.

The Power of Choice

When I was studying public relations at Mid Sweden University, I interviewed the Editor-in-Chief for one Sweden’s largest evening newspapers — Thomas Mattsson at Expressen. For a thesis1, my study partner Markus Christiansson and I wanted to dive deeper into the relationship between journalists and PR professionals.

When asked about whether or not Mattson ever felt irritated about the sheer volume of useless press releases and bad PR pitches coming into Expressen, he told us that he wasn’t bothered by this at all. This was surprising since other journalists had expressed their dislike of poor pitching.

For Mattson, it was important that people pitched their stories, good or bad, to Expressen. As long as they did, Expressen’s editors and journalists would enjoy the power of choice. He would be more worried, he said, if people, including PR professionals, stopped pitching Expressen their stories.

What It Comes Down To

Journalism is hurting financially, yes. And reporting the news, objectively and sometimes under extreme pressure, and even under threat, does merit a competitive salary.

But truth be told; journalism has never been the most lucrative of businesses. From its early beginnings, journalism has been dependent on advertising and subsidies.

It comes down to this:

As a journalist or news publisher, you either fight for reforms to have us all pay for public service journalism as citizens or you innovate the product and evolve on the free market. Both are viable strategies.

If nothing else, maybe consider hiring a PR professional? Strategic communications might prove to be an essential ingredient when it comes to reporting the news in the future.

Notes:

  1. You can download our thesis here (in Swedish), winner of the PRECIS award 2003.

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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

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