Industry claims fair media image despite PR analysis

The media view of the PR industry is largely fair, according to a forum held to discuss the findings of a report produced for the PRCA on the image of PR.

The media view of the PR industry is largely fair, according to a

forum held to discuss the findings of a report produced for the PRCA on

the image of PR.



The PRCA, which is using the report to support its own strategy to boost

the professional image of the industry, marked its launch with a

round-table debate.



Political reporting dominated the coverage and was largely negative, but

business stories showed that CEOs believe PR is important.



Lord Bell said he felt that PR received fair coverage in the media,

despite the overall neutral coverage. He added that politics and spin

skewed what would otherwise have been a positive report that related

more closely to the bulk of the work being done by the industry.



Hobsbawm Macaulay chairwoman Julia Hobsbawm agreed, but said: ’Because

the press is so closely linked with PR, it’s more serious. On any given

day over 50 per cent of the content of any paper derives from PR, and

journalists have to take more responsibility for the extent to which

they collude in that.’



Others at the forum included Max Clifford, named in the report as the

media’s ’PR guru’, PRCA chairman Adrian Wheeler, AOL Europe’s UK

corporate communications director Matt Peacock, Express journalist Peter

Oborne, and Echo Research chief executive Sandra McLeod.



The report, sponsored by Romeike and Curtice and Echo Research, was the

first of its kind. Echo analysed more than 2,500 articles published in

1999 to evaluate negative or positive mentions of PR.



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