Journalism and PR at odds?

Journalism is partially predicated on confrontation and divisiveness. In one word: conflict. The discipline, by default, tends to believe conflict is needed in the majority of stories told. It’s what sells ‘papers’ (or so some people think), what generates eyeballs and, these days, instigates the viral dimension.

In many cases I am sure this is true, as old school and tiresome as it sounds to a PR professional like myself. The question, however, is whether a professional schooled in this ‘half glass empty’ attitude can cut it in PR, which by default has a ‘half glass full’ mindset.

Listening to, empathising with and understanding the perspectives of others is a fundamentally important part of public relations. Then there comes negotiation, potentially applied to seek stakeholder and organisational change.

My presumption is that journalists are not trained as fully in these skills as PR practitioners and, just as importantly, they are not educated as to the relevance and importance of these approaches.

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Of course, anyone moving into a new field can learn these skills, but here is another presumption/observation I’ll challenge anyone to refute: most journalists do not study PR at university after they change professions.

A result of this is they will probably not understand the strategic power and potential of public relations to a sufficiently sophisticated degree. This is partially because on the job learning is simply not capable of replicating the intellectually demanding and rigorous environment of an excellent masters course in this or any field.

Journalism is a poor introduction to achieve organisational change

Organisational evolution is as important to PR as stakeholder behavioural change. Journalists can’t be expected to realise this or understand the strategic depth of PR and its capability of helping achieve this (to start with, anyway).

It takes education and practice to achieve this capability. I would not like to see PR become focused ONLY on stakeholder-focused awareness raising and behavioural change, at the expense of achieving organisation-stakeholder mutually beneficial outcomes, so (ex-)journalists will be dragging the PR chain in these latter aspects.

The big bonus of journos moving into PR

Clearly, the advanced capability of journalists to write and/or to tell a story in a compelling manner is their USP. And it’s one PR can absolutely benefit from.

Additionally, journalists are trained to not accept the status quo but, rather, to challenge orthodoxies and dig deeper to ascertain the crux of the issue.

And they frequently have plenty of experience in dealing with a range of people, from CEOs and politicians to the broader community. Similarly, many have reported on a diverse array of issues so have a strong understanding of society and, in some cases, specific industries.

And of course, due to their many media contacts, they will have an advantage in placing stories in the media.

All of these traits are highly valued in PR.

Sales skills needed by agency PR professionals

For anyone, journalists included, moving into a PR agency at a senior level, by default, involves the procuring of new business.

So, selling skills are highly valued. Journalists, not normally trained in this aspect, would do well to bear this in mind, no matter how the issue is positioned in the PR agency’s recruitment pitch. Not that you find sales as part of any PR undergrad or masters course I’m aware of, either – which is a whole other story!

With its greater remuneration and diversity of tactical dimensions, not to mention the societal benefit effective implementation of PR can have, I can certainly understand the allure of the discipline to those working in the media. All of us, however, should consider the ramifications of the two fields seemingly moving closer and closer together.

Collaboration between the media and PR is increasing by the minute, with the primary driver being the economics of contemporary media. Which in turn is being massively influenced by the internet and its star recruit, social media.

What do you think the impact journalists moving into PR is having, and will have, on the discipline? What are the positive outcomes for both professions? Can you give examples? Will the increase of trained journos in PR create opportunities for all parties, or lead to a diminishment in the value of public relations to business and undermine utilisation of its strategic heft?

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Journalists’ migration to PR: ramifications for universities

The impact of journalists moving into public relations is increasing in significance due to media’s downsizing. Key consequences for PR include: improved writing, confrontation rather than cooperation, increased and better quality media coverage, diminished capability of PR impacting on organisational behaviour and less PR graduates being able to secure roles and develop careers.

In summary, journalists’ migration to PR is enhancing the discipline’s technical or tactical capability, whilst undermining its strategic heft and influence.

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PR and journalism students and graduates

One of the more interesting (and less discussed) impacts of journalists’ move into PR is how this will impact on opportunities for less experienced practitioners and the way in which university education manifests itself (both for PR and journalism students).

Right now, with the devastating loss of jobs in the media and the resulting migration into PR which is occurring, if I were formulating a university journalism course, I’d be integrating a healthy component of PR-related information.

  • There is a high likelihood the journalism career will be cut short so give the student a helping hand in starting a new career if push comes to shove
  • Having an understanding of PR will assist journalists in understanding PR and building mutually beneficial relationships with practitioners
  • There is increased pressure on journalists to provide more content than was once the case due to there being less journalists, yet a higher demand for content due to the digital platforms of most media, exacerbated by these platforms’ high rate of content turnover (e.g. refresh, refresh, refresh). A journalist, then, who can manage PR sources to deliver a product to she is happy put to her editor, then all power to the journo and more fuel to her career.

It seems to make sense, too, that if professionals from one field move into a second field, then there must be less opportunities for those which exist (or being educated to exist) within the first field.

This rationalisation is somewhat complicated by the likelihood that migrating journalists are generally going to be more experienced and mature than the emerging PR professional, so to some degree it’s an apples vs. oranges argument.

Nevertheless, there is one pot of money to remunerate all employees, and there will be prioritisation of one candidate over another and not everyone will be a winner. This includes the likelihood that positions will be shaped to leverage this new reality, with an outcome potentially being there will be more positions available for experienced writers than, relatively speaking, business communication ingénues.

In conjunction with my advice to journalism course designers, my advice to those responsible for running PR courses is pretty one-dimensional: get your graduates to be much better writers than they currently are, because the profession is sick and tired of poor writers emerging with degrees, then having to do the hard yards which PR educators failed to achieve.

Note: I’m going to extend this discussion in a post I’m publishing next week, which discusses the question: are journalism and PR at odds? Join me then!

And perhaps advice to educators in both disciplines is to make sure you are training your students in editing and shooting video, with the inclusion of the ‘how to tell a story’ dimension obviously being a necessity as part of that process. This is because of the exponentially increasing utilisation of video in digital communication, whether it be news websites, social media or corporate websites. And you can add photography into that mix, too.

You have to wonder, though, with there being less and less positions for journalists, if universities are ratcheting back the number of courses which exist for them. Already I can see the beginnings of an increase in PR roles which are dedicated almost entirely to writing. Will this development see journalism and PR courses become more integrated, or at least collaborate more with each other?

What do you think the influence of journalists moving into PR is having, and will have, on the discipline? What are the positive outcomes for both professions? Can you give examples? Will there be less opportunities for PR graduates, do you think, and what impact should developments discussed in this post have on university courses for PR and journalism?

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Does business exploit employees’ social media real estate?

Using personal social media profiles to promote content for businesses potentially means compromising, and diminishing, who you are as an individual human being – it can be dehumanising. This issue is likely to become an increasingly vexed one for not just professional marketers and public relations professionals, but for any employee of, and/or consultant to, an organisation.

Business pressuring employees for social media sharing

Is there anything wrong with a business asking its employees to use their personal social media real estate to promote a product, service or business? The easy answer is no, because it’s just asking. There is no need to actually undertake the social media sharing/commenting requested.

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But that ignores three factors:

  • Merely by asking, some people will feel pressured to undertake the social media sharing
  • Many people on social media tend to be fairly non-disciplined when it comes to sharing/liking/RTing etc, so the business is on to a ‘winner’ by asking its employees to undertake this activity at all
  • What if the organisation monitors what employees/consultants actually share and then use non-cooperation against the individual? Big brother stuff.

You think the Big Brother approach doesn’t happen? Seriously? If so, I think you’re being hopelessly romantic and/or naive. Even if it doesn’t happen very often, it remains an approach which a business can take if it wishes.

The moral dimension of Craig Pearce (me) asking for social media shares

I ask in my blog posts and on social media platforms like Twitter and LinkedIn for people to share my posts, hoping it increases readership and the perceived credibility of my blog and, by extension, myself. I do this for a number of reasons:

  • It’s a bit of sport/fun to see subscriber numbers to my blog increase and for social media shares to go up
  • It might lead to increased and better quality work opportunities
  • It helps raise awareness of what I like to think are interesting and valuable thoughts on PR, corporate communication and marketing
  • It will hopefully lead to greater engagement on the blog and get people adding value to thought leadership I have written.

So if I can ask for social media sharing to take place, why shouldn’t businesses?

It’s a good question. And I’m not sure if I have a good answer!

The morality of business asking for social media sharing

I tend to think of facebook as a purely personal platform. LinkedIn I think of as being purely professional. And Twitter is a bit of a mixed bag, but mainly professional.

The upshot of this being I think it fine for business to ask for shares on an employee’s LinkedIn platform, and also on Twitter, but not on facebook. This is a purely personal perspective and millions will probably disagree.

And a good reason for disagreeing is that we have, really, become promiscuous sharers on social media. For many people the line between keeping information personal on social media is about as non-existent as the line which exists regarding shouting out personal information on mobile phones in public places (but don’t get me started on that one…).

There are three approaches I think businesses should apply as a default when seeking employee shares on their social media real estate:

  • Make it a hard and fast written policy that no monitoring of employees sharing of business news/imperatives on social media platforms will be held against them, unless the sharing contains comment which compromises the organisation in some way or is unlawful
  • It should also be policy that a lack of social media sharing about the business will never be held against the employee
  • Be non-pushy in the asking of shares on employees’ social media platforms. I would be putting it something like this: ‘Please consider sharing news of XYZ on one of your social media platforms such as LinkedIn….etc’

And I would certainly be prioritising the asking of shares on business-oriented social media platforms, not personal/social-oriented ones, the reason for which seems self-evident.

Not least of which there is less risk of employees thinking the business is infringing in their personal space – which will impact on employee perceptions towards the business, how much they admire the business and, crucially, their productivity and how long they work at the business. Increased employee turnover is, in particular, a massive cost which a business does not want to increase.

Advantages for employees in business-driven social media sharing

In the context of a platform such as LinkedIn, I think there are a number of common sense advantages to employees agreeing to share news of their business on LinkedIn:

  • As LinkedIn is a very visible window into the history, attitude and ‘soul’ of you as a professional, sharing – and commenting positively – on an employer’s news indicates you are a supporter of the company you work for – this is, patently, going to be perceived as being a good thing
  • If the news is relevant to the employee’s actual professional line of work, it could help them learn something about the topic being discussed through other people’s comments and/or information sharing, thereby potentially becoming more adept at their profession.
  • By promoting an employer on LinkedIn, it will probably help in some way to the business increasing its brand equity and enhancing its reputation. This will contribute in some way to the longevity and potentially even income of the business, making it a more secure long term employer of the individual.

Personal choice and personal credibility on social media

At the end of the day, of course people have the right to choose what they do and don’t share on social media. What they share and how they comment on the shares tells us a lot about the sort of person they are.

Personally, I am mystified why people would want to share something related to fast food products, FMCG products or anything with an obvious and in-your-face commercial focus.

On the other hand, I totally get social media shares on activity related to the arts, culture, politics, social issues and sport. Yes, there are plenty of cultural and sport ‘products’ out there, so my delineation between these and FMCG, for instance, is a personal and, perhaps, spurious one!

What do you think about this discussion? Do you share news of your employer on social media? if so, which platforms do you think are appropriate to do this on? Where do you draw the line in platforms to use for business purposes and the kind of news you will share on your employer or other businesses on social media? Have you ever been offended or felt compromised by being asked by your employer to share news of it on social media?

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