PR Week has published the findings of its Hacks versus Flacks survey. Unsurprisingly, journalists do not think too highly of PRs. It was ever thus.
What is surprising - and surely inexcusable from the PR trade - is that journalists believe that PRs do not read or understand the titles to which they pitch stories.
All PRs should read, and then read some more. It takes time, years often, to build a good network of contacts. It takes just minutes to familiarise yourself with a newspaper, magazine or website.
Think, read and then pitch.
Nearly half of journalists think PRs don’t cut it professionally The actions of journalists generally affect the work of PRs and vice versa, but does each profession think its counterpart is up to the job? For journalists, 38 per cent strongly agreed, or agreed to a greater extent, that PRs are good at their jobs, but 46 per cent either disagreed or strongly disagreed with the statement. The problem, said many journalists in their comments, is that PRs are not spending enough time reading the papers, websites and magazines they are pitching to. As a result, much of the communication aimed at journalists is irrelevant and, therefore, treated as spam.