By Edward M. Bury, APR (aka The PRDude)
Long before the idea of “fake news” — otherwise known as “lies,” “falsehoods,” “misinformation” or “conjecture” — became part of the national lexicon, there was a mistrust by some regarding information disseminated by traditional print and broadcast media sources.
Now, of course, with digital communications fully ensconced in modern society and the national conversion embroiled in mistrust of who’s ever on the other side, “fake news” is part of the new normal and more than likely will be forever.
This prompted me to ponder communications from another perspective, that being, communications originating from public relations professionals. And, in this case, I employ the “professionals” qualifier with trepidation related to some.
Perhaps it’s time to address the “fake” premise in another way — that being “fake PR.”
Actually, there’s a communications company based in Berlin, Germany named Fake PR. Not sure why this name was selected, but according to the company’s website, it maintains an impressive client base and lists 14 services under the public relations category.
And, in researching this post, I found a few articles on the subject, including this well-crafted piece published earlier this year by Forbes.
So, what exactly constitutes providers of “fake PR” services? Here, in totally random order, are some qualifiers to consider:
- Void of strategic direction and use of research.
- Reliant on vanity metrics for demonstrating progress or success.
- Failure to recognize the evolution and growth of strategic public relations in the 21st century.
- Focused primarily or entirely on media relations and publicity.
- Violation of or lack of awareness for established ethical standards.
- Absence of any formal or voluntary education in public relations or communications within the account team.
- Not comprehending the difference between public relations and marketing or advertising.
- Distribution of news releases, social media posts and web content that lack news value or are erroneous.
- Failure to recognize that public relations professionals provide strategic counsel that transcends the perfunctory, specifically media relations.
- And, equating public relations with propaganda.
These thoughts hopefully will inspire others to comprehend the idea of “fake PR” and continue the dialogue.
Now, it’s your turn: What can you add to this discussion?
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The PRDude has tackled this subject before. Here are a few posts to revisit:
- A January 7, 2017 perspective on –you guessed it — fake news!
- And, read these concluding thoughts from 2016 for a nugget on fake news.