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Ethical
PR |
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The
fallout from the resignation of New York Times Reporter
Jayson Blair is still reverberating through the media
industry. But ethical problems aren't limited to
journalists. The Internet, for example, with its vast
amount of information, makes it easier for both
journalists and public relations practitioners to
plagiarize and appropriate others' work. PR people can
in effect push a square peg into a round hole by finding
"fact" that achieves a desired outcome.
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The
Medium is the Message |
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McLuhan
was ahead of his time (of course). Today there are more
options than ever to bring messages to the public. Some
believed that this proliferation of media avenues would
make a PR pro's life easier. In fact, it is often quite
the opposite.
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Crisis
PR: From the Frying Pan Into the Fire
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Some
people jump out of perfectly good airplanes to get their
kicks and some bungee jump from skyscrapers. For a real
adrenaline rush, try taking on the media during a
feeding frenzy in a corporate crisis.
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Basic
Training
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Who
is your most influential team member? Who makes the
largest impact on journalists and editors? If you
answered "the marketing manager", "the
CEO", or "the PR agency" - you may be
wrong!
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Spinning
a War
The
Iraqi information minister certainly provided lessons in
how NOT to spin a story:
"They
are trapped in Umm Qasr. They are trapped near Basra.
They are trapped near Nasiriyah. They are trapped near
Najaf. They are trapped everywhere."
"They
are not in Baghdad. They are not in control of any
airport. I tell you this. It is all a lie. They
lie. It is a Hollywood movie. You do not
believe them."
"Their
infidels are committing suicide by the hundreds on the
gates of Baghdad. Be assured, Baghdad is safe,
protected."
"It
has been rumored that we have fired scud missiles into
Kuwait. I am here now to tell you, we do not have any
scud missiles and I don't know why they were fired into
Kuwait." |
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