Perception Versus Reality in PR
Earlier in my career I worked with an editor for a media magazine who moved into PR after the magazine went defunct. We’ve kept in touch, him pitching stories to me for media-company clients, and me always trusting his judgment and willing to take a call.
Why was I so willing? Because he’s a thoughtful PR guy who helps connect me to interesting people and to stories my audience wants to read.
I was thinking about that guy the other day and my thought process then extended to stereotypes—of PR people and reporters.
I’ve learned a lot of things in 12 months covering the PR business, and my experiences have proven many of those common stereotypes wrong. I thought I’d outline a few of the stereotypes and take a look at how perception differs from reality for both reporters and PR people.
How reporters see themselves
• Journalists see themselves iconoclasts—but not Quixotic ones.
• Reporters think they’re fundamentally moral—in the words of the old expression, “comforting the afflicted and afflicting the comfortable.”
• They view themselves as wise and hard-boiled.
• They identify with skepticism—they would never accept gullibility.
• They see themselves as real and down-to-earth, unpretentious, even in fashion. Journalists invented business casual as a dress code.
How reporters see PR people
• Sometimes reporters call PR people flacks, and it’s not meant as a compliment.
• The columnist Mike Lupica (among many other journalists) calls PR people “mouthpieces.”
• Reporters see PR people as mostly blocking access, not providing it.
• Reporters think PR people cause their sources to speak in “talking points,” not provide real information.
• Reporters very often see PR people as bossy, officious and shallow in their most benign incarnation, and sometimes obnoxious or worse.
Some stereotype-busting things I’ve learned
• PR is one of the most intensive practice-oriented professions I’ve been associated with. Like law and other professions, PR pros split their skills into various practices—crisis management, media relations, corporate social responsibility and more, and they’re incredibly conscientious about education and advancing their skills.
• PR people (at our PR News events, at any rate) are engaging, courteous, smart and intensely focused on improving their skills.
• Reporters, in fact, can be amazingly gullible. Recently, word got back to me that some industry executive said all you had to do to get good press from us was to take one of our people out to dinner. I don’t believe that’s true at all, but I know from first-hand observation that in lots of other cases, it is.
• Journalistic skepticism sometimes morphs into raw cynicism.
• Reporters are rarely fashionable. In fact, it’s usually the opposite, truth be told.