But, in this world, there are PRs and Journalists who sit at every point along the scale of scumbag to credible. I don’t know how the ‘us and them’ mentality can be realistically resolved or diminished but I welcome the efforts of anyone who would at least like to try.

I have had enough interaction with the less privileged side of society to know that having positives to aspire to does make a difference. I think you will find social workers will agree with that. Maybe the media, at least a bit more often than they currently do, could take a leaf or two out of their books?

Thanks for your comments. I totally agree that where there’s good news it should be reported. Where I don’t think it works is where there’s a tokenisitic element to it.

I speak as a veteran of many, many 50th wedding anniversaries, 100th birthday interviews and – goddamit – caged bird shows…

Cheers,

Tim – Mumbrella

I agree that `good’ news is harder to write, but that should not stop journalists trying to do it.

I edit a local paper in an economically depressed part of Sydney, where filling the pages with bad news would be a piece of cake. But why should we take the easy option?

I’ve always made the journos go out and try to find the hopeful stories, the bits of pride and aspiration that people have in their lives and the lives of their kids. I don’t reckon it’s hard to read – I reckon it’s good to read. Obviously you’ve got to balance it with real life, but there’s no harm in helping people feel better about where they live.

If people out in Sydney’s poorer suburbs want to read how shit the rest of Sydney thinks their area is, they can pick up the Tele. If they want to read about their neighbours making the most of their lives, they can turn to the local paper. That’s my vision anyway.

For example, this week I discovered (after the fact) that a journo had gone direct to a client for some input on a story. The client did not respond to the request (probably due to bandwidth or not appreciating the deadline urgency) so the journo did not get the story input they needed. Journo and client both lose. If the journo had come to us in the first place, we would have ensured they got what they needed – journo and client both win – PR job done.

I’m not suggesting this constitutes media ‘reliance’ on PR, but I do think we smooth the way in many cases, especially when the understanding of how media works (amongst non-media/comms/marketing folks) is generally very poor.

The positive force of journalism comes from telling people what’s going on – everything from the time of the local club meeting, to government plans to raise / lower taxes to the shonky tradie to avoid, to what time The Chaser’s on tonight. That’s all a positive contribution that many wouldn’t particularly recognise as “good” news.

I used to news edit a local paper where we had a happy-news-story-on-every-even-page policy. And it was hard going to write and even harder going to read.

The nature of news is you tell the readers the thing that is going to have the biggest impact on their lives.

Trains running on time is not news. Major delays -so make alternative plans – is.

Media’s responsibility is to tell their readers/ viewers/ listeners what they will find useful or interesting to know – not to give them a utopian view where all is right with the world.

Cheers,

Tim – Mumbrella

the fair conclusion is that pr and the media share a mutualistic relationship and should regard eachother equally.

I think it is obvious that public relations as an industry, and as a profession, has still not yet reached maturity. But it now appears on the right track – away from spin, and towards promoting responsible behaviour and open communication within the community at large.

Every message is manufactured – the fact that a bit more thought has gone into how to communicate it, does not make it any less relevant or authentic.

It is up to everyone – journalists, PR practitioners, the community at large – to reject spin, misinformation and irresponsibility. After all – everyone organisation is made up of people – not monsters.

The role PR is going continue to expand as a result growing social web. What this new era of communication will do is ensure that the attitudes, behaviours and body language of organisations are in tune with their stakeholders – namely, you and me – and provide for genuine two way communication. There will be no other choice.

Don’t worry, be happy.

And yes, i will still read page 7 of the AFR – as long as its free.