Comments on: PR people should not head the PR function

By: What do you think when you think about PR? | justanotherprblog.com

What do you think when you think about PR? | justanotherprblog.com — Sun, 15 Aug 2010 11:08:33 +0000

[...] Pearce has also been writing some great articles looking at people’s views on Public Relations. Again, the commentary has for me been the [...]

By: Jim Gold

Jim Gold — Fri, 26 Feb 2010 19:47:28 +0000

You might be interested in our take on whether journalists are right for PR jobs — and whether PR jobs are right for Jilted Journalists.

The story is from last year, but still holds up, and there is also a write-up of an ex-copy editor now running the magazine arm of Heifer International.

http://www.jiltedjournalists.com/PR_Jobs.html

http://www.jiltedjournalists.com/Heifer_work.html

By: Craig

Craig — Fri, 26 Feb 2010 08:37:46 +0000

Funnily enough, a major reason league players swich to union is because of the money, God knows it can’t be because of the nature of the game.

Conveniently focusing on the first point and not the second, what about that for a journalism/PR parallel? (And any chance of a nice Belgian beer???)

By: Mike Klein

Mike Klein — Thu, 25 Feb 2010 22:22:59 +0000

While I wouldn’t seek a blanket ban on ex-journos, I also wouldn’t generate a blanket preference.

There are many backgrounds in the broad communication field that offer at least as much as journalism from a strategic perspective (such as political campaign management or issues management, or even a publicly exposed line management role), and the journalistic default position around “objectivity” is often distinctly unhelpful when attempting to steer an organization through activist hostility.

Even a well cross-trained career PR professional may well be a better choice, particularly when the alternative’s journalistic experience may have been a brief stint as a cub reporter at a country newspaper…

In Australian terms–it is possible for a successful Rugby League player to succeed in Rugby Union–but one code is by no means a prerequisite for the other.

Best from Brussels,

Mike Klein

By: Craig

Craig — Thu, 25 Feb 2010 18:47:30 +0000

Thanks for your input and perspecteives, everyone.

Christine, I think if you read the other posts in this 4-part series you’ll very much see that I agree with you totally. In fact, that is a key aspect of the general rationale I am taking. Please, check them out and let me know what you think.

Mike, no disagreement with the general perspective that it is about the individual, but if at the end of the day that individual is uneducated as to the potential of two-way symmetrical communication, it is unlikely he or she will ever achieve the PR discipline’s potential. Also, the array of skills that a PR professional needs, or needs to have experienced, is far broader than that of a journalist’s. Without some of this experience, I fail to see how they can effectively need those who are implementing these skills on a daily basis.

By: Mike

Mike — Thu, 25 Feb 2010 18:29:23 +0000

But Craig, how about ex-journos with an excellent understanding of the depth of conceptual and strategic dimensions?

Reading through the comments, I agree with Craig Balding, it’s more about the individual.

By: Robert A.

Robert A. — Thu, 25 Feb 2010 17:14:13 +0000

I have to come down on Craig’s side on this one, particularly in a corporate communications setting where media relations is only a small function of the overall deaprtment. I think the changing media landscape is changing the weight many give to a journalist’s experience. Many of us no longer rely on interactions with traditional media as much as we used to.

By: Christine Perkett

Christine Perkett — Thu, 25 Feb 2010 15:27:59 +0000

Interesting debate. I agree, PR needs better strategists. But your solution seems to be focused on only one element of PR: media relations. Strategic PR leaders understand the integration of media into an overall PR program and marketing strategy that includes so much more.

The “P” in PR does not stand for media. It stands for all “publics” to which a company needs to communicate effectively.

Christine Perkett
PerkettPR
http://www.twitter.com/PerkettPR
http://www.twitter.com/missusP

By: Craig

Craig — Tue, 23 Feb 2010 23:50:11 +0000

Ah, but should ex-journos with limited understanding of the depth of conceptual and strategic dimensions be parachuted into the top job? C’mon Craig – stop quibbling and give it up!

By: Craig Badings

Craig Badings — Tue, 23 Feb 2010 23:32:39 +0000

Craig, it all depends on the person. There are some PR people not fit to head a PR function as there are ex journalists. Likewise if you look around there is a good mix of very able people from both backgrounds doing a great job.