Many questions appeared throughout the PR community during the last days. Questions provoked by Adam Parker’s campaign The Inconvenient PR Truth about the way PR specialists in UK and US communicate with media.
The initiators of the campaign made a research in the end of 2009 that proved 78% of press releases sent annually in UK and US are irrelevant to their recipients. 55% of them stuck into the mail block-lists.
That is obviously a topic that has to be observed and seriously considered. Because it concerns the efficiency of one industry, its future and more…the loss of one of the most precious resources - TIME.
See the videoclip of the campaign.
CIPR President Jay O’Connor gave his response to the Inconvenient PR Truth campaign.
“There is value in the conversation Adam and his team have started and there is also something to be gained from looking at the factors behind poor targeting of media, including issues such as client expectations and systems of measurement.
“We would be happy to host a working session with practitioners, media, bloggers and the campaign founders to develop guidelines for practitioners, to complement our current Code of Conduct and the training courses on dealing with and pitching to media. The guidelines should be something practitioners and the media craft together with the goal of encouraging best practice - and we should get the input of those who do do it well - there are many practitioners who engage exceptionally well with those they wish to influence.”
‘I’ve got mixed views about it. While I applaud the initiative, I’m not totally convinced about either the approach or if it will work. Clients are paying you for your expertise. Just because they tell you to do something doesn’t mean it’s right. It’s your job to provide counsel and explain why your way is better. Stop focussing on outputs and start focussing on real business and organisational objectives, not fluffy publicity outcomes.’
Stewart Bruce, managing director of Wolfstar.
“PR spam is as contagious as chlamydia and has the same effect; it can cause sterility in the people infected. The only difference is that everyone in the PR world’s passed on a spam infection at some point, accidentally or not.‘
Mark Borkowski, founder of Borkowski
The initiators of the campaign mention their ‘10 commandments’ how PRs to communicate media or bloggers, called the ‘Bill of rights’. Read them here.
The discussion the campaign provoked pointed out some issues that may be considered very important for the future of PR industry and media relations in general.
- Is there a place for development of common Code of Conduct that both PRs and media have to start using in their work?
- How new technology and modern media (blogs, sites and social groups) have changed the way PRs and journalists communicate?
- Have journalists changed their methods to seek and gather information and how these methods modify their work?
And last but not insignificant - What serves as basis for a good partnership between PRs and journalists?
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Good idea to highlight this issue, it’s something that we emphasise all the time in CIPR qualifications.
However, I’m not sure that using a concept of “pollution” will actually work in this campaign unless some real societal damage can be illustrated.
Ultimately this is all about public relations measured on outcomes rather than outputs, and unfortunately practice still has to catch up with the theory here in some places.
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Hi Kevin, thank you for the comment.
The site of the camapgin has posted articles, blog posts, tweets, etc. that are related to the issue. I’m a little bit disappointed that this blog is not included in the list
http://inconvenientprtruth.com/2010/02/08/response-to-the-campaign-links-to-posts-and-conversation/