Journalists and PR work closer together
May 2002
While many journalists like to think PR is easy, according to freelance Financial Times writer Michael Dempsey, in reality this is never the case. The common theory that journalists do not need PR people to get good stories is a sad illusion.
Speaking at a leading IT PR consultancy Chameleon's executive dinner where over 25 senior IT executives gathered at the PR agency's regular networking event, Dempsey talked about the value of the press working with a good public relations agency. "Journalists are terrible people. They think they can do PR. But in reality, journalists very often need a good PR person to help them get the story," said Dempsey.
Commenting on the decline of advertising pages in national newspapers and magazines, Dempsey insisted that the pressure is on journalists to find better stories and in turn this makes it harder for PR agencies to place stories as there is less space. "A bad PR agency will take any story you want. While a good PR agency will have the courage to say no to the client." said Dempsey.
Dempsey's speech argued that companies should not decrease their media relations in favour of advertising, claiming that good PR is all about giving the stories to the press that they want and this can only be done through a good PR agency.
Also speaking at Chameleon's executive dinner was Martin Mackay, vice president of multi-country region EMEA at PeopleSoft, who spoke of the seven Cs that all companies should bare in mind when appointing a PR agency. They are: creativity, confidence, crisis management, corporate, contacts, clarity and cost.
Commenting on the Chameleon executive dinner, Helen Holland, managing director of Chameleon, says: "It is always nice to hear that journalists believe PR does add value in media relations. PR companies should focus on working closer with journalists so that there is a mutual benefit for both sides.
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