Researchers found only 35 per cent of last month’s national press coverage mentioning PR was positive.
Twenty-four per cent was neutral and 41 per cent was negative, with terms such as ‘PR fluff’ filling the quality nationals.
News monitoring service Newslive conducted the research across quality national newspapers in August, finding 524 mentions of PR and associated terms. The Guardian covered PR most, with 119 mentions, while the FT covered it least, with just 53 mentions.
One newspaper article described PR as ‘the art of saying nothing’.