1. Public Relations, Business & the Press. La Donna White Amy Thomas IMC Topic November 12, 2003

2. Public Relations, Business & the Press Article found in the Public Relations Quarterly Published in the Summer of 2003 Written by Lee Bollinger

3. Public Relations, Business & the Press Conclusions: Journalists/Editors do not trust Public Relations practitioners Communication between these two parties is strained These lines of communication need to be strengthened

4. Public Relations, Business & the Press These conclusions lead to the follow- up study performed in 2001 by the Wall College of Business, Center of Economic Development, at Coastal Carolina University. Mail survey 659 Managing Editors at daily newspapers across the country

5. Public Relations, Business & the Press Findings: Negative perception of public relations as a profession. Positive perception of public relations principles. California journalists did not feel that public relations practitioners understood news itself. News about business developments sometimes turn into threats.

6. Public Relations, Business & the Press News about business developments sometimes become threats. Firestone/Bridgestone crisis Executives put into the role of public relations representatives Corporate public relations director

7. Public Relations, Business & the Press What is Perception? Linked to the communication which occurs within our social worlds News Journalistic Accounts Public Relations Writers

8. Public Relations, Business & the Press Reporting in the Press Negative coverage can be to much or not enough. Enron or WorldCom Product recalls Editors serve as media gatekeepers, denying access to mass media channels and thus to their audiences.

9. Public Relations, Business & the Press What do editors think about public relations????? I know when a media relations or public relations specialist is pitching me a story. It bothers me when the public/media relations specialist tries to manipulate me in terms of how I cover a story.

10. Public Relations, Business & the Press Conclusions to the Follow-Up Study: Editors view their profession as much higher than that of public relations. Editors want information from media/public relations specialists and they don’t mind quantity. They don’t mind occasional phone calls, but never want personal visits. Editors are of the opinion that public relations practitioners do not have journalism training.

11. Public Relations, Business & the Press Conclusions to the Follow-Up Study (continued): Journalists need more knowledge about public relations principles. Public relations practitioners are too nice – they assume that journalists/editors understand the public relations profession when indeed they don’t.

12. Public Relations, Business & the Press Final Goal Public relations professionals need to educate journalists and editors about the practice of public relations and assure them that the public relations professional does understand news values.

13. Questions???