Media Relations: Perspectives on Today and Yesterday

Back in the day, a reporter might have had something else in his or her hand while on the job. What was it? Image courtesy of Freepik.

By Edward M. Bury, APR, MA (aka The PRDude)

First, a full disclosure statement: While I subscribe to various sources of current information and developments within the public relations profession, I don’t always stay too current on the state of the industry. Yes, I gain from interacting with selected social media posts, participating in webinars and in-person presentations, and reading publications like Strategies and Tactics from the Public Relations Society of America. 

But given the amount of industry-focus (and of course, other) print and digital options these days, I frequently skip learning about the latest news regarding public relations. Now, home on a cold and bleak afternoon two days before the end of the year, I decided to allocate an hour or two to catching up with some online sources. 

What really resonated with me was an article originally posted April 2 of this year in PR News. The piece, “When Making Your Pitch, Here’s What Journalists Value Most,” was part of a recap post of articles that address what arguably has been the foundation of public relations for decades — media relations.  Writer Matt Petteruto does an excellent job of supporting his commentary by citing results from industry surveys of journalists and recommending that communicators research online media databases to identify qualified and appropriate reporters to direct the pitch message. 

And, he reiterates the fundamental aspect of solid, effective media relations, which is make sure the reporter you are pitching “is a good fit before you make the pitch.”  This can be considered an elementary factor, but it’s one worth reiterating!

Now, let me reflect further on the practice of media relations, as experienced by yours truly. 

Back in the 1980s, well before digital communications, those of us working at agencies pitched reporters at local, regional and national newspapers, trade magazines, the major wire services, and television and radio regularly.  We wrote pitch letters on a typewriter that were sent via US Mail or in some cases hand-delivered; this initiative was followed up with a phone call; news releases were distributed the same way.

Media targeted were identified by reputation and experience on a specific beat or through the Bacon’s Publicity Checker directory.  What am I referring to? Here’s what a Google AI search found:

• A massive, physical directory (think large books) containing names, titles, and contact info for editors, reporters, and columnists across various media.
• Organized by publication type (newspapers, magazines) and industry (trade, consumer). 

The search results also noted that the Bacon’s directory was a key tool from the 1950s into the early 2000s, made obsolete by online databases.  Every PR agency worth its salt had a Bacon’s — or multiple copies — which by the end of the year looked somewhat ragged through multiple handing by various account teams.  An aside: An eBay search for a Bacon’s did not reveal any results for a copy of the vintage directory, but showed many for collectible items related to the iconic entertainer Chubby Checker.

Personal interaction with reporters comprised one other aspect of media relations four or so decades ago.  By this I refer to inviting the media member to lunch or sometimes dinner and using the time together to make the pitch. Was this practice in violation of any ethical standards? Possibly. Did it happen regularly? Most certainly. 

Let me conclude with this thought on media and media relations. Decades ago, the world did not move or change at the rate it does today; this includes the media. Often, reporters covered the same beat at the same publication or broadcast outlet for years, and possibly decades. Relationships established and nurtured with members of the media could last a very long time.  This may not exist at the same level these days, given the continued decline in print journalism and unbridled rise in digital media. 

Regardless, strategic and effective media relations continues to be — and certainly will continue to be — a very fundamental and valuable component of public relations. A question for those who continue to employ media relations today: Do you ever take an influencer to lunch? 

 

 

 

 

 

The CEPR Offered Firsthand Insight Into The Education of Public Relations Professionals Today

Image courtesy of Drake University from online article “How does Public Relations Differ from Similar Fields like Advertising or Marketing.”

By Edward M. Bury, APR, MA (aka The PRDude)

First, let me get this established before I move forward with this post, which incorporates a recent in-person academic-centered experience into an analysis of the advanced academic curriculum available to those who plan careers in public relations.  I will not make any references to the specific time, institution, or location, nor will I share names of people, courses, or affiliated organizations.

In short, I am safeguarding the details of what I experienced and maintaining total confidentiality.

Okay, so what am I referring to?  Well, a while back, I had the honor to participate in a review regarding the Certification in Education for Academic Programs in Public Relations, better known as the CEPR. The program is managed by the Public Relations Society of America, of which I am a long-standing member.

I joined another senior public relations professional on a two-day visit to a major state university to conduct interviews with administrators, faculty, staff, students, and alumni, and to observe and evaluate. Prior to our visit, my CEPR collaborator and I held a few zoom meetings to determine specific assignments and review the university’s previous CEPR report. Our assignment was to determine whether the institution should be recertified.

Before I move forward, let me share some insight into advanced education in the public relations field.  Doing a quick Google search, I learned that Boston University granted the first public relations degree — way back in 1947!  For some comparison, that was the year PRSA was formed.  And, according to this U.S. News and World Report account, there are 368 institutions of higher education in the nation that offer a degree in public relations.  Which university offers the most highly-rated program? That’s certainly up for debate! 

Now, let me share a few CEPR statistics and insight, courtesy of Dr. Susan Gonders, co-chair of PRSA Educational Affairs Committee and coordinator of the CEPR initiative.

• The first certifications were granted in 1990, and 14 universities were certified by 2006.
• Dr. Gonders started working on behalf of CEPR in 2007; the number of institutions that earned the CEPR doubled to 28 certified by 2010.
• Now there are just under 60 certified universities on five continents.
• In the PRSA initiatives to better prepare the next generation of professionals, the primary mission of CEPR is to help PR programs improve.  Therefore, the emphasis in the reports centers on recommendations for improvement.
• The program is supported by the highest levels of PRSA leadership.  To date, 15 past CEO/presidents have served as reviewers.
• PR programs within all types of academic structures are eligible — such as business and communication studies — not just programs centered on journalism or mass communications.
• But about half of the programs with CEPR also have Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) Standards and criteria based on recommendations from the Commission on Public Relations Education (CPRE).

With this as the foundation, here are some observations, thoughts, and conclusions gained during my involvement with CEPR earlier this year. 

Commitment to Modern Public Relations Education. The university we visited had a long-established public relations curriculum and provided students with a first-rate physical environment and opportunities for valuable internships and capstone projects. Administrators, alumni, and students shared very positive perspectives on the overall PR program, while offering thoughts on improvement. It was apparent the university valued its role in educating the next generation of communicators.  Furthermore, the institute demonstrated a commitment to advancing ethical standards and diversity. 

In Step with the Profession Today.  Perhaps the most enlightening — at least to me — aspect of the on-campus experience came as my colleague and I sat in on a public relations class. We observed the instructor guiding student teams on the strategies behind building successful communications campaigns while incorporating: a) A web platform to build and manage an online presence. b) Free open-source software to record, edit, and mix audio/visual content. c) An AI writing tool. For the record, I was not familiar with any of these digital tools, but recognize the intrinsic value of these kind of resources in modern communications. 

And, In Conclusion. From a time commitment perspective, serving as a CEPR evaluator is, indeed, a commitment. The time on campus left little time for leisure, and we each spent hours of work prior to the visit and afterwards had to draft the final report. My co-evaluator, who had participated in CEPR in the past, asked if I would sign on for a future review: “Yes,” I said. “But not this year!”  I gained a great deal of insight into the future of the profession, and I had an opportunity to participate in a challenging and noteworthy exercise.  Plus, I gained Continuing Education Units toward my Accredited in Public Relations (APR) credential — which I successfully renewed earlier this summer! 

Clearly, the public relations profession has greatly evolved since I began my career as a former news reporter who transitioned to become an agency account executive in the mid 1980s. Back then, media relations dominated the industry, campaigns often were not structured around research and sound strategies, and at times ethical practices may have been an afterthought. Based on what I learned and experienced through the CEPR experience, much of what was practiced decades ago is no longer part of the current agenda. 

One final comment: Note the graphic at the top of this post. There’s one word — one that recently became a dominant part of the public relations lexicon. What is it? 

Hard to Fathom This “Bizarre PR Campaign” and What PR Really Is All About

Like me, did you cringe when reading this headline?

By Edward M. Bury, APR, MA (aka The PRDude)

The headline from a front-page story published in today’s Chicago Tribune certainly drove me to devour the entire piece in the print edition, which I always read while taking the CTA Blue Line el to work on many weekdays.  Here it is: “Ex-Loretto Hospital exec wages bizarre PR campaign.”

You can read the article from this gift link I received.  

While I applaud the Tribune for publishing this excellent and well-researched report from Jason Meisner, I would ask editors to please consider refraining from incorporating any reference to the practice of public relations when it’s quite clear — well, at least to me and hopefully many others in the profession — that a critical element of the article falls very, very far short of being accurate when concerning public relations.

As noted in the piece, a former Chicago-area healthcare executive was charged by federal prosecutors with embezzling some $300 million in non-existent COVID-19 tests at the height of the pandemic. The executive, who fled the U.S. last year after another theft indictment was filed, apparently has embarked on an effort to re-establish his “credibility” by claiming to have initiated a wide range of philanthropic “initiatives.”

These are outlined in this communications document — I will not refer to this unadulterated piece of garbage as a “news release” — which, as noted by the Tribune, contains not only glaring errors, but does not include statistics to substantiate the claims made.  The weblink leads to a site that will be “Launching Soon.”  The article also recounts previous communications from the alleged embezzler to altruistic programs that do not exist or are unsubstantiated.

One big question: Did an actual communications firm “craft” these messages? 

I would share more, but my blood pressure already is on the rise. 

Now, let me please reiterate to members of the news media and to anyone who will read the balance of this post:

• The scope of the practice of public relations is centered around honesty, adherence to established ethics, and supporting an open disclosure of information. In essence, it’s about building awareness for, acceptance of, and action towards something that’s good or positive.
• Individuals acknowledged as brutal dictators do not practice “public relations.” (The author of this document needs to be educated.)
• There really is no such thing as “good PR” and “bad PR.” There’s positive media exposure and negative media exposure.  Again, public relations is a communications practice. 

There. My blood pressure finally is going down. 

There Goes the Neighborhood?

By Edward M. Bury, APR, MA (aka The PRDude)

Since last year, I watched the near demolition and complete renovation — and then some — of what was a modest frame home just down the block from where we have lived in the Avondale neighborhood of Chicago for, well, quite a long time. 

As noted in the images that follow, this two-flat home, which was owned by a happy, friendly man named Julio, was converted into a single-family home that assuredly will sell for a great deal more than it would had it not been renovated. 

Some would consider this progress, while others would call it gentrification. I can understand both perspectives.  Having worked for decades as a public relations practitioner representing various real estate interests — from developers and property managers to commercial real estate associations — it became quite clear to me that the real estate industry is unquestionably market-driven. And, all markets go up, and they go down. 

The home depicted here is in a part of Chicago that is undergoing a modest but clear upsurge in demand and popularity.  And, like Avondale, many other city neighborhoods this year may experience strong housing sales growth. As noted in this report from the Chicago Association of REALTORS, there is a “shifting market dynamic” back to urban living; and, following months of low inventory, the next few months may show an increase in homes for sale — in Avondale and some other of the 77 official Chicago neighborhoods. 

Over the years, I’ve observed greystone and brownstone two-flats in nearby Logan Square get converted to single family residences, offered in the neighborhood of $1.5 million.  Again, is this a normal, positive development — the state of the market — or a contrived, negative development — removing a multi-unit property with multiple bedrooms from the rental rolls?

Back to the gut-renovated home in question. I learned it was built in 1904, and as one would expect, now has tremendous interior features. What’s the asking price? Take a guess, then visit this link. 

Will keep an eye out for an open house. 

The modest home shortly after the roof was removed and serious redevelopment started.

At this stage of the project, it was clear that the modest frame home with a basement apartment would be dramatically transformed.

New roof. New windows. New awning. The home was taking shape.

Still lots of debris in the front yard, but the project is nearly complete, at least from the outside.

The finished product is now on the market. The general footprint of the home was expanded, and a new garage erected.

What the Future Holds for Public Relations?

Courtesy of Adobe Stock.

By Edward M. Bury, APR, MA (aka The PRDude)

Last week I took in a very informative and somewhat eye-opening webinar hosted by the Public Relations Society of America.  The presentation, “Future Watch 2025: Key Trends Every PR Professional Should Have on Their Radar Screen in the Coming Year,” offered me a perspective on a wide range of topics, issues, and developments that are projected to be a significant part of the national dialogue in the year ahead.

And, of course, the hour I spent online provided greater insight on the profession and resulted in the poignant subject for this post.

Led by an engaging communicator and futurist named Stephen DuPont, APR, Fellow PRSA, the focus of the conversation centered on a broad scope of what will be making news from today through December 31.  (Learn more about Mr. DuPont from his website.)

Early on, Mr. DuPont advised communicators to work on anticipating upcoming events and developments — a sound practice for sure– and noted that futurists need to be storytellers.  An aside: As I noted in this 2022 post, I am still struggling with the “evolution” of the profession into storytelling.  But let me continue. 

I scribbled down notes during the talk, and in no particular order of importance, here are some topics addressed by Mr. DuPont:

• Divisive politics and an uncertain economy driven by the potential impact of tariffs. 
• A possible resurgence of the pandemic and the stubborn bird flu. 
• How to screen for threats following the brazen murder of a healthcare executive. 
• Energy and climate change, technology, technology and more technology.  And, of course the role of AI. 
• The potential dismantling of diversity/equity/inclusion initiatives. 
• The impact on the agriculture industry if undocumented immigrants are deported.
• Cyber wars, more robots, the emergence of the alpha generation, and the decline in the number of high school students. 
• The dawn of the greatest transfer of money from Boomers to other generations. 
• One more: The explosion of weight loss drugs that are now available!

There were other topics presented, but the above provides a solid perspective of what’s ahead. For communicators, these can be considered as highly specialized areas that I believe may require advanced education and solid practical experience should one be charged with managing strategic communications. 

The question that arose following the webinar: Will the incoming generation of public relations professionals need specialized education and work experience to effectively serve clients or the companies or organizations who employ them?  Or from another perspective, is the age of the public relations “generalist” truly over?

Reflecting back on my career, the vast majority of clients I served or organizations I worked for concentrated in commercial real estate and urban affairs; now, I manage communications for a university transportation research unit.  My “experience” in real estate centered on living and working in Chicago for most of my life, and as for transportation, I was — and still am — an active rider on Chicago Transit Authority trains and buses. 

When I served on the Universal Accreditation Board, an initiative was advanced to award a new accreditation to those charged with military public affairs. The result was the APR+M designation. And, if memory serves correctly, there were UAB discussions years ago regarding similar specialized accreditation programs for communicators in large-scale industries like healthcare and business. 

Perhaps it’s time to hold that kind of discussion again with educators and on an industry-wide level.  Now it’s your turn: Does the public relations profession need to cultivate communicators who have the specialized skills and knowledge needed to serve in this rapidly changing world? 

The floor is yours. 

Will Chicago Finally Get Some “Good PR?”

The City of Chicago seal certainly is open to a lot of interpretation and can perhaps generate some “good PR” in the future.

By Edward M. Bury, APR, MA (aka The PRDude)

Regular viewers of this site probably have ascertained that I frequently generate commentary about the City of Chicago.  After all, Chicago is where I was born and still live and work. 

And, from a different perspective, addressing the misrepresentation of the public relations profession also drives frequent posts from The PRDude. 

So, what follows is somewhat of a combination of these two engaging subjects.  Let me explain.

As this is being written, the 50 men and women who comprise the Chicago City Council are meeting to vote on a 2025 city budget.  Yes, there’s just more than two weeks in the 2024 calendar year, and the so-called “City That Works” does not have a fiscal plan in place.

In preceding days, embattled Mayor Brandon Johnson initially proposed a $300 million property tax increase to help balance the new budget, but the dollar amount of that provision was reduced — twice — before the tax hike was entirely removed.  There’s much more to this unfolding scenario about fiscal and governance incompetency related to the budget, enough to craft scores of commentaries, as well as embarrassing news that has surfaced in recent weeks regarding some members of the Mayor’s administration, including his former director of communications. 

From the perspective of those who are not ethical and strategic public relations professionals, as 2024 comes to a conclusion Chicago has received a boatload, no make that a cargo ship, amount of “bad PR” resulting from the city’s inability to prepare a budget.  This adds to other negative perceptions, such as persistently high crime, increasing unaffordability for those of modest means, police and government corruption, and a host of other issues.

All facetiousness aside, the unfavorable news related to Chicago due to its lack of a budget and other maladies has nothing to do with the practice of public relations.  And, in the days prior to the budget debates at City Hall, I have not read or heard the inaccurate phrase “bad PR” published or uttered on a broadcast.  (Maybe my “crusade” addressing the misrepresentation of the profession is working!)

From another perspective, concerted tactics and strategies to highlight what’s positive and good about Chicago can help build — make that rebuild — the city’s reputation as a world-class metropolis. I have commented on communication efforts regarding Chicago, as noted this post from 2022 that addressed a marketing campaign from a major advertising agency that was built around the tag line: “Not In Chicago.”  Yes, let’s put the spotlight on the missing or negative!

It’s now 3:30 p.m., and a radio report from City Hall highlighted news of raucous interaction between elected officials and visitors, resulting in the Council chambers being cleared, meaning the budget debate continues. 

Hey Mayor Johnson and aldermen and women: Pass the budget — today!  Take that vital step to (can’t resist) nurturing some “good PR” for my City of Chicago. 

 

One Candidate in the 2024 Presidential Election

Image courtesy of Freepik.

By Edward M. Bury, APR, MA (aka The PRDude)

What factors will go into your decision on who to cast your vote for in the November 4 presidential election? 

If you haven’t voted early or by mail, consider the following.

• One candidate brazenly insulted a decorated American serviceman because he “got caught.”
• One candidate mocked a news reporter with a disability.
• One candidate has been recorded uttering mistruth after mistruth, and continues to do so. 
• One candidate was forced to file for bankruptcy on four occasions for private businesses. 
• One candidate claimed to have exchanged “love letters” with the brutal dictator of a rogue nation that has nuclear capabilities. 
• One candidate made a telephone call to the secretary of state of a U.S. state asking to “find 11,780 votes” after an election was over.
• One candidate initiated a deadly attack by protestors in the U.S. Capitol building and reportedly watched it unfold on television for hours. 
• One candidate was convicted earlier this year on felony charges related to payments to an adult film actress prior to the 2016 national election. 
• One candidate recently stated in a public forum that a former member of the U.S. House of Representatives should face a firing squad.
• And, yesterday, at a rally that same candidate told the crowd it would be acceptable if a gunman would “shoot through the fake news” — a reference to reporters assembled in front of the podium. 

And, the citing of similar items like those above could go on and on and on. 

Another candidate in the November 4 presidential election — like all human beings — has faults along with noteworthy professional accomplishments. That candidate, to my recollection, has not initiated cruel insults against fellow Americans, attempted to change the outcome of an election, uttered comments that could be misconstrued as approving armed retaliation, or propagated actions that could destroy the foundation of American democracy. 

That candidate would face very significant challenges if elected president, given the exceedingly caustic state of our nation and given the state of world affairs. That’s why we must elect a candidate who can keep America on a sound course in the years ahead. 

Earlier today, I voted.  

Need I specify which candidate? 

 

Two Decades Later: An Anniversary of Earning the APR

The framed certificate is positioned on a stand just to the right of desk at home, always close by to help me remember when I earned this tremendous credential recognizing excellence and commitment to modern strategic public relations.

By Edward M. Bury, APR, MA (aka The PRDude)

On occasion, I am challenged about a subject for this blog. However, for the first post in July of 2022, the choice was clear: The two-decade anniversary of earning the Accredited in Public Relations (APR) credential.

Here’s how I remember it. I just returned from a fishing trip with a friend and his son to Lake of the Woods in Ontario, Canada, a memorable week chasing walleye and bass, enjoying shore lunches, breathing fresh air, and reveling in north woods water and trees.  Upon arriving home, I noticed a large envelope on my desk.  It was from the Public Relations Society of America. It contained my APR certificate! I was a few weeks away from my 49th birthday. 

I recall sort of collapsing on the floor, realizing that all the work, studies, reading, reviewing, frustrations, and failures were worth the price.

First, some background.

My APR journey began in the summer of 2003, the year the program transitioned from the essay-based examination to the computer-based examination process. I did advance from the Panel Presentation in June of that year and took the exam later that fall.  I did not pass.  So, I studied and studied and retook the exam in February of 2004.  Yes, you guessed it: I did not pass.

Rather than give up, I continued to study and enrolled in a one-day Jump Start workshop in the suburbs led by a truly remarkable woman named Fern Bonomi, APR, Fellow PRSA.  Ms. Bonomi offered to work with me remotely over the next few weeks to better prepare me for — yes — taking the APR exam later that summer.  She gave me an assignment, replied promptly to my questions, provided guidance, and was strict: I learned, among other tasks, that I must do a better job of defining my publics when preparing a strategic communications plan.

With Ms. Bonomi’s counsel and support — plus doubling down on my preparation — in June I visited the downtown Chicago Prometric Testing Center, completed the exam, and waited.  Note: Back then, candidates did not learn upon completing the exam whether they passed.  By becoming Accredited in 2004, I was the first member of my local chapter, PRSA Chicago, to earn the APR under the then new computer-based exam program.

The challenges I faced when pursuing Accreditation inspired me to help fellow PRSA Chicago members, well as any other communications professional who would commit to the Accreditation challenge. I’m proud to note that 18 other chapter members have earned Accreditation since summer of 2004, and I believe I worked with every candidate in some way — as a mentor, Panelist, or simply to clarify and explain the APR process.

Another “first” to note: I believe I was the first member of the Universal Accreditation Board (UAB) to serve after earning Accreditation through the computer-based exam process. In my two three-year terms on the UAB, I certainly gained a much greater perspective on the value Accreditation has for communicators who adhere to established principles like research, strategy, measurable objectives, and ethics. I recall contributing to the creation of the Online Study Guide and participating in meetings that resulted in the evolution of the Online Study Course.

In recent years, I’ve been inspired to observe how the Accreditation Knowledge, Skill and Abilities (KSAs) have evolved to keep pace with changes in modern communications, especially the impact of digital platforms over the past two decades.  (What some perspective? The now trillion-dollar online resource known as Facebook was founded 20 years ago.) And, I’m certainly inspired to learn that communications professionals from around the nation spanning the agency, corporate, governmental, military, and non-profit continue to find value and make the commitment to pursue Accreditation. 

What role will the APR program play in for communicators the years ahead?  I’m confident there will be continued interest among mid and senior-level professionals to earn Accreditation, and I’m inspired by the continued work being done to keep the KSAs relevant.  Personally, I remain active with PRSA Chicago; in honor of April APR Month, I participated in an April 25 Webinar on Accreditation and the PRSA College of Fellows with friend Joyce Lofstrom, MS, APR, Fellow PRSA.  And, I recently counseled a candidate and schedule that person’s Panel Presentation. 

Rest assured, I remain committed to Accreditation and plan to remain a champion of its value. If I need inspiration, all I have to do is read the words on the Certificate I earned 20 years ago. 

Now, let me put some thought into a future PRDude post topic for July.

The Fear of What’s Just Outside the Door

The number of reports of robberies and assaults chronicled on the online CWB Chicago site unfortunately remains quite high.

By Edward M. Bury, APR, MA (aka The PRDude)

These days, on my six-block stroll to catch the CTA Blue Line to get to work, I always walk on a nearby one-way street with the traffic coming towards me. On a casual hike through the neighborhood, I only carry some cash and house keys. I regularly observe every vehicle that passes or is parked nearby. Rarely will I venture out on foot after dark. 

From these few sentences, you can perhaps ascertain that I am addressing a concern of sorts. And, you are correct. 

Simply put, over the past several months there’s been a near daily rash of armed robberies and assaults that are taking place across many parts of Chicago, including our North Side neighborhood. 

I sometimes visit the online site CWB Chicago to read the grisly details: Where the crime took place; the time of day; the age and gender of the victim. All too sadly, the scenario is the same: A group of young men driving a stolen sedan or SUV rush out of the vehicle — guns drawn — and demand wallets, phones, and cash.  Sometimes the victim is struck. Increasingly, these assaults are taking place in broad daylight and on busy streets.  As noted in this Block Club article from today, a woman recently was shot and seriously wounded — on an afternoon on a quiet street just around a mile-and-a-half west of where we live.

Yes, I have questions, as do many. How do these thugs get away with these brazen crimes? Why do they engage in these cowardly, dangerous actions?  Do they find this kind of activity to be “cool” or “hip?” Are they pressured to rob innocent people? Are these so-called — by the media and others — “crews” part of some organized criminal entity?  Is this level of “drive up” robbery taking place in other cities? What can police and other authorities do to mitigate or end this crisis?

And, from another perspective, this question: If continued unabated, what impact will this rash of robbery and violence do to Chicago’s reputation as a place to live, work, do business, and visit? Speaking of visitors, the 2024 Democratic National Convention will take place here in August, bringing the focus of media from around the world to Chicago. 

In the past, I’ve published posts with the perspective of “what can public relations do” to address a challenge. This post from 2013 took a somewhat whimsical perspective on the value of sound public relations regarding a natural phenomenon literally falling from the skies. The random robberies taking place certainly don’t merit any light-hearted commentary. 

Regarding the subject of this post, I hope it will bring greater awareness of the problem and that neighbors will vigilant and steadfast in doing their utmost to stay safe.

One more question: When will this end?

So, This is What Constitutes “News” These Days

By Edward M. Bury, APR, MA (aka The PRDude)

Got a few minutes? Open a browser and google “what is news?”

You’ll get lots of results, of course, from a general dictionary definition to this more inclusive article that offers eight solid “factors of criteria” designed to guide development and dissemination of news.

As a former newsman and public relations professional bound by ethical standards, I’m distraught and bewildered by what’s presented as news today.

An analysis of recent news reports led to the conclusion that in these digitally-driven days, virtually any action by some individuals, most notably celebrities of some sort, becomes “news,” regardless of the lack of significant or notable newsworthy aspects presented. 

Or from another perspective, how how hurtful, untrue or bizarre.

Some examples include:

• Regular comments by a first-term member of Congress, an elected official who garners more news coverage from vitriolic and non-sensible comments made at rallies and receptions than legislation introduced. (With the majority party switch in the House, one can only ascertain this person will have an even broader platform in the years ahead.)
• The ongoing antics of a billionaire businessman who purchased a social media platform espousing free speech, yet last week suspended accounts from journalists covering his actions. (The next day, the billionaire reinstated the accounts of the reporters who he maintained “doxxed” him.)
• A litany of truly uncalled for comments by a pop celebrity regarding one of the most horrific mass murders in history by arguably the most horrific human being to take a breath on planet Earth. (A somewhat positive sidebar: The celebrity reportedly has lost hundreds of millions of dollars in endorsements.)
• And, the seemingly endless spigot of lies, nonsense and outright cruel messages from a person who once held the most significant job in the world. (A prediction: Be prepared for an avalanche of comments from the person in question once final results from a Congressional committee are released tomorrow.)

Let me offer an analogy to the incidents cited above: There’s something wrong when a person of note — an elected official, an entertainer, a business person, or an athlete — make more news outside of politics, the stage or screen, the board room, or the court or field of play than inside the venues and examples cited.

So, what’s the solution? What can rational people do to address what can be considered by some highly irrational activities as not worthy of being called “news?” Why does a clearly egregious tweet or disparaging comment uttered at a conference become “news?”

If you have an answer, please share. I don’t.

But I, like everyone, has the ability to click the delete button, switch to another channel, or turn the page.