Three ways journalists annoy PR professionals
In this response to a Fairfax Media article about three things that annoy journalists David Satterthwaite bemoans the annoying behaviours of journalists in their interactions with PR professionals.
Your computer *pings*. It’s an email from a journalist you contacted days before and you open it eagerly, hoping they’ve read the information you sent and want to write an awesome story about it.
Well, kind of. It was a press release regarding new developments in biomedical science but their response is “OK so is this anything to do with iPads? We’re doing a tech feature on Saturday and I want something to do with iPads and kids.”
Well, I could go back to the world-leading scientist and ask if his five years of research into computational fluid dynamics to aid delivery of life saving medications is somehow related to iPads, and if he could suggest a child- friendly angle, but you know what – I probably won’t.
Instead I politely reply “Unfortunately not, but if you would like I can contact some other researchers and see if they have any work that might be applicable?”
Three hours later the response “Don’t bother deadline was this weekend too late now” comes just after I finish my sixth phone call (and ninth email) in which I drag busy researchers away from curing cancer, saving the bees, preventing climate change and making our roads safer in order to ask them if their work has anything to do with iPads and whether kids might find it interesting.
Actually, like much of the article I am responding to, the above is largely hyperbole – but like the article in question, borne of very valid frustration.
You see, I work in the PR sector. And like journos, I also have suffered immense frustration when dealing with people who allegedly are there to make my job possible – but seem hell bent on the reverse.
However, I am writing this from a perspective of someone who has worked on both sides of the fence – a few decades as a journo and a bit less in PR. I’m also going to leave my tongue somewhat firmly in my cheek as my unique perspective informs me that journos have considerably thinner skin than PR flacks do.
With that in mind, in an effort to help them understand how PR people operate – because many of them have no idea – here are the top three things journalists do that contribute to their poor reputation:
1. When a journalist doesn’t bother to check their facts – or copy
Names, Darling, names, names! Professor, Doctor, Honourable – you and I may not have climbed to such dizzying heights but some folks have, and they get a bit tetchy when you don’t take the time to acknowledge it. Two seconds. Check it.
And that’s just the tip of the iceberg. I’m not going to delve into the parlous world of contemporary Australian journalistic writing standards in this 24 hour news cycle world. However, the most minimal effort in checking your copy can mean the difference between seen as a reputable journalist and, say, someone who works for the Daily Telegraph.
More to the point, you’re being paid to be an intermediary who communicates the terrible lies put out by PR people into good honest words that the common people can understand. If you’re to do this properly, spend the time it requires to research your material before you pick up the phone.
You almost certainly have the internet at your fingertips – while no one expects you to instantly go from 0 to 100 on high performance computing, Norwegian social justice issues or 20th Century history, at least know your cloud from your grid, your Oslo from your Copenhagen and for crying out loud, don’t blame the Chinese for Pearl Harbour. AGAIN.
You have more access to information than any journos before you could dream of. Google it!
2. When a journalist uses content out of context for dramatic effect
I understand you’ve got advertising to fight for and it’s those massive clickbait headlines that can decide whether or not you’re in a job next week.
But assuming that you’re not acting out of ignorance (see above) and you’re actively ‘sexing up’ content in order to gain attention, then you’re bringing your profession into disrepute. I’m not talking about Today Tonight ambulance chasing here (Are those guys journalists? Is there an ethical standards test? Certainly not for video games journalism I hear).
But when you take a story and ‘refine’ it to add spin you are directly contributing to the negative perception the public has of journalists. Last time I heard you’re not that far above lawyers.
You do do this. I know you do, and I used to as well.
To be honest, I can’t help you with this one as it’s a massive issue that permeates your entire profession. You’re in a global arms race powered by the fear that if you don’t jazz things up, you will lose out to those that do.
All I can suggest is take a step back. Wind down the drama. Use this one weird trick to be the pebble that starts the rockslide which changes the world.
3. When a journalist assumes they’re god’s gift to the communication industry
You’re not. You’re just acting superior to us because we get paid more than you do.
Seriously though, this is a common attitude and one I was heartily guilty of myself as a journo. It’s baked into the culture that journos are caped crusaders of justice and PR workers are if not actually evil, at least untrustworthy and incompetent.
Well no. Some are, but in no greater percentages than the talentless in your ranks. And many of us used to be you – until our doctors recommended cutting back on the grog and we needed to add an extension to the house for the kids’ bedroom.
I’d argue that instead of focusing on getting angry at PR people, take the wider view.
At the end of the day, we’re pretty much the same people you are. Smart wordsy types, working for people with half our brains and twice our arrogance.
You’re doing your best to hold onto your ethics and skills in a marketplace that values neither and rewards throwing them to the wind – and so are we.
So next time, before issuing a blistering tirade at an ‘incompetent’ PR worker, maybe switch tracks and see if they want to catch up for a drink and talk it over.
You never know, they might offer you a job 😉
- David Satterthwaite is the marketing and communications manager in the scientific research sector
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I’m not really sure what your point is here. Yes, journos annoy us sometimes. So what. We’re paid to make life easier for them, not the other way around.
And yes, I’m a former journo, too.
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You go chasing tangents for journos? And don’t ask for their deadlines?
Asking to be disappointed, IMHO. Just asking for it.
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Good points, but a tad laboured. I’ve worked on both sides of the divide, and as a comms specialist at a large corporation I always found journalists would help me get my message across if I was able to give them the right angle to hang it on. Satterthwaite could try sharpening up his messages and stop trying to be so helpful when he can’t be!
As a trade publisher, my journos and I spend a lot of time dealing with PRs from large “name” PR firms whose clients deserve so much more than they get, if they only realised. Far too many are disengaged, unhelpful and know next to nothing about the client who’s paying them. And their in-house PR managers are often even worse.
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and, 4. Taking the glitter off the turds.
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Dear beloved readers,
I would like to reiterate that the article is intentionally hyperbolic, making a gentle comment about the tone of the original.
To be honest, I actually have no trouble at all in my current role when dealing with journalists (except for when they forget to add ‘Professor’). Given the nature of my role, I deal with science-focused journos and they are almost always more passionate and skilled than their colleagues in more generalist fields across the board.
If you’d like a serious article about the *actual* issues that hold back the journalistic and PR fields this isn’t it – but I can write one if you want, and my rates are awfully reasonable 😉
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It’s not just the fact that this article made me laugh to the point of tears that has me so impressed, but these points are fantastic. What a great response, written even better than the journalist’s original story.
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I think there is a valid point in there about the arrogant attitude which is, while not universal, common in journalism.
I’ve no problem with arrogance. It is okay to act like you are the smartest person in the room…provided you are the smartest person in the room. Which is almost never the case for a journalist. The arrogance is just so unjustified.
The attitude they are more ethical……umm, you work for Rupert Murdoch.
The attitude their job is more prestigious than their interview subjects….umm, you are a journalist…your subject is a researcher/police officer/nurse/judge/author who you know….has actually done something to benefit people. Want to think about that when you start browbeating them?
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@Hugo I agree and the point about it being common as opposed to universal tends to be a function of workplace culture in my experience. I’ve noticed those publications which tend to be a little more, err, ‘nebulous’ in ethical standards tend to be the ones where this attitude is more prevalent. At a guess, I’d imagine this tends to be a function both of those publications attracting folks with more baseline arrogance issues, and having staff members who are unhappy in their jobs and turn that unhappiness into projections like arrogance.
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Watching the journo’s all subtweeting about this article on twitter is seriously cracking me up. I’m not a journo, though work online & with many media people so found this rather funny. The ‘more important’ attitude that Journo’s have re Comms is all pervasive, until of course if as a political journo, they then score a Comms role with an ‘important’ politician, then of course Comms is not so bad after all LOL
Journo’s seem to look down on PR people, bloggers, any business/organisation that disseminates their own information, yet, I wonder if Authors see them in the same light? Must really peeve them to see the likes of ex-journo Gavin King write a bio of a pollie, get a shipload of PR just coz he used to work in the same industry & of course the pollie is well known, and the bloke is actually a crap writer in my opinion with a loose interpretation of facts.
Though King is only one of many Journo’s who have moonlighted down that same road, getting PR that professional Authors could only dream of – or wish their publishers could get for them – yet I don’t see them whining about Journo’s?
Either way, seriously interesting as a punter standing on the sidelines watching the sniping & dissecting of one very good – and funny – piece 😉
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About time someone said it. Great read.
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After a number of comments from family and friends, I think I should point out that the photo accompanying the article was taken in the same spirit that the words were written.
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