Can PR be irresponsible? Certainly, as much as any other human-induced activity. The challenge to responsible PR practitioners, and we hope to encourage as many of them as possible, is to act with the public’s interests foremost in furthering their clients’ interests. That is, don’t gild clients excessively – it’s likely to catch up with them.
We refer you to a post on Health News Review – “Podcast: Real harm to real people from shoddy PR news releases” – to illustrate what’s set us off here.
“News consumers are often unaware of how much of what they read is dominated by – and may, in fact, be simply a minimal re-write of – PR news releases written by people whose job it is to make their institution, their faculty, their ideas, their research or their products look as good as they possibly can,” the post reads.
“Today, probably more than ever, many supposedly independently-vetted news stories are actually just mirror images of PR news releases.”
Don’t mimic slick, irresponsible news releases. Ever.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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