This PR Daily post needs to be shown to CEOs "who fail to understand," notes Gordon G. Andrew, "that journalists are not ad hoc members of their company's communications department." That's because, Andrew fears, the abuse of press releases by corporate management could end up putting PR out of business. These times aren't only changing — they're perilous for those who practice abused forms of communication. Folks may simply move on without them, via their own new media.
"If journalists find no practical need for flacks," Andrew continues, "organizations will likely follow their lead. For public companies, dissemination of financial results and material events will be handled by their legal department. Because press releases are now considered sales collateral by their target audiences, "media relations" for all companies will be managed by the marketing department. Public relations, as a profession and a function, will simply cease to exist."
If your CEO thinks, "So what, marketing can do the (relational) job for us," you've got some urgent educating to do, and you'd better get at it.
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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