Facts and trust crucial to good PR practice

Posted on: 16th November 2011 in Public relations General

New research from YouGovStone highlighted by PRmoment shows that journalists are only interested in the facts and think that PR agencies are getting worse. You wouldn’t expect me to agree completely. I don’t.

Journalists’ opinions on this are always interesting, but you have to remember the role of a good PR – whether in-house or at an agency - is not to please the media, it is to represent the client.

The two sometimes go together, but life isn’t always that simple. In today’s multi-channel world good PR and effective communications is about much more than providing media friendly copy to the local business desk.

That said, PRs must maintain good, open and honest relationships with journalists, whether dealing with good news or bad. Break that trust and you cannot operate effectively.

As for agencies not checking their facts, this is a cardinal sin, but there is a strong argument that this is the pot calling the kettle. Instant online news, understaffed newsrooms, the desire to be first with breaking news, and the ease of publishing in the electronic and social media age have done little to enhance the media’s reputation when it comes to fact checking.

The call from journalists for less spin and more (thoroughly checked) facts is bang on. We work on sensitive and high-profile projects where the factual ‘spinless’ approach is essential for long-term credibility with the media and stakeholders alike.

Spinning a story in a (usually fruitless) attempt to get today’s headline at the expense of long term trust and credibility should not be an option for anyone working in the industry.

Chris Taylor