Opinion: From our Readers - Don't confuse media relations with true PR

The trouble with Ian Monk's assessment that 'the relationship between PR and journalism is fundamental' (Opinion, 17 September) is that it is only partially true.

He confuses media relations (as a former journalist naturally would) with public relations as a whole.

Does it matter? Yes, because therein lies the single most important dilemma that will dictate the secure future of our industry. We are currently unable to distinguish between 'top-down' PR strategies to solve clients' longer-term issues - which may also include items such as seminars to embrace dialogue rather than monologue - and a fascination with the immediacy of 'media hit' publicity.

To recognise that these two are different is as vitally important as Peter Chadlington's key point (Letters, 17 September) that consultancies must realise the difference between cash flow and profits.

Quentin Bell, founder, Quentin Bell Organisation

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