Opinion: From our readers - Not all publicity is good publicity

I was interested to read Ian Monk's column 'Results-based PR can be dangerous' (Opinion, 20 February). Increasingly we have found much of our role has focused on keeping clients out of the press, not in it. As he highlighted, defining public relations simply in terms of its quantitative coverage results is rather simplistic.

It is naive of any PR practitioner to trot out the old adage 'all publicity is good publicity'. Too often outputs are confused with outcomes - what is important is not how much press coverage one can achieve for a client, but a proper understanding of 'what' coverage achieves and whether the client has been properly advised.

Bring on 'reputation management' and let us not mourn the passing of over-exuberant press release distribution.

Andy Martin, director, Trimedia UK

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