Through the Eyes of the Press

Even I have to admit that sometimes public relations practitioners can go too far. While it is good that many are highly loyal to their clients and those who they represent, at times such devotion can sometimes color their judgment as to what is news and what information should be shared with the external media. For instance, do journalists really need to be told when organization's holiday party is being held? Do reporters need to be pitched a story on the organization's CEO summer vacation plans? I think not. Yet communiques on these and other none-news subjects have been brought to the attention of the press in the hope of generating coverage. Dream on.

There are several factors at-play here. One is the Internet. One result of this technology is that public relations practitioners are able to send out blast emails to multiple reporters by simply pushing a few buttons. It is so easy, a public relations worker reasons. Among those who succumb to this temptation, most know better. They do it any way, however, as a way of demonstrating to their boss how proactive they are in trying to raised their client's profile. Unfortunately, the hard truth is these folks are doing more harm than good. By sending reporters non-news items, they are actually alienating those on whom they depend for positive coverage.

Even though it is now easier than ever to pitch and pass-along stories/information to the media, public relations practitioners need to raise the bar in determining what stories are worthy of potential press attention. Developing this kind of judgment comes from professional experience, learning what reporters actually consider to be hard-news, and developing an appreciation of the pressures under which reporters often work. Not having this overall knowledge-base is often a major source of irritation to the press. For public relations practitioners to work well with the press, then they need to do more looking at the world through the eyes of journalists.