Chapter 1 & 2

Until the completion of the readings this week, my understanding of PR was limited and un-informed. My initial perceptions of the profession (like most passive media audience members) were based around stereotypical, popular representations such as Eddie and Patsie in the BBC series "Absolutely fabulous" and Prentiss and McCabe in "Absolute Power". The programs embody the all too common sensationalist perception of PR Practise, focusing on spin, celebrities and manipulation in the name of wholesome entertainment.


Reflecting upon Stephen Fry's hilarious anecdotes, I am not surprised the PR industry is plagued with stigma and negative connotations. I found the historical component of the readings interesting as they provided further insight as to why the profession is sometimes frowned upon beyond spin and dishonesty. The tensions between journalists and PR practitioners was particularly interesting, as many journalists who moved to the greener pastures of PR were labelled traitors. The ripples of this hostility are perhaps still an influence in many peoples dissatisfaction for PR practise.

"The stereotype of the journalist who abandoned a low paid but honourable
job to become a well-paid mercenary of business was formulated at this time
(1950s/60s) and remains strong today."

The readings also confirmed that the stigma plaguing PR professionals is undeserved. Unfair perceptions of the industry such as dishonesty, manipulation and spin are gross generalisations made by un-informed persons exposed only to sensationalist experiences of the practise. The following is an excerpt about "Absolute Power" taken from the BBC website which I think embodies the common misconceptions of PR:

"A savage swipe at the modern-day obsessions of celebrity and spin, Absolute Power cast light on
life at Prentiss McCabe, the doyen of PR agencies where - with an almost heroic lack of morals or ethical responsibility - the staff spin news stories to benefit their often loathsome clients: wife-beating entertainers, ruthlessly ambitious politicians, bad-boy footballers, duplicitous TV personalities and others."

http://www.bbc.co.uk/comedy/guide/articles/a/absolutepower_999031110.shtml

The various ethical and social responsibilities involved in PR are made clear through the social responsibility theory and the definition of PR:

"The ethical and strategic management of communication and relationships in order to build and develop coalition and policy, identiful and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework."

The social responsibility theory accepts the role of the press as the integration of enlightening the public and safe-guarding the liberties of the individual in what can be deemed a 'fourth estate' role- A form of media watchdog.

It is interesting however that media message receivers do not consider the media as "socially responsible" or ethical. This means that messages being sent are likely to be ignored and impact less people due to public cynicism. I am keen to read on to chapter 3 where it explains this in further detail through theories of PR and its methods such as semiotics to reach audiences.

I feel the most important thing i have taken from the readings so far is that the stigma attached to PR is a gross simplification of the complex and varse industry that is much more encompassing that I first imagined. This is actually going to be a interesting subject :)