The eternal cat and mouse game between PR and journalism
Posted: Tue Feb 18, 2025 4:28 am
Okay, so the theory. In practice, you hear from journalists that press releases consisting of seven pages (whitepaper format) are still being sent, either as PDF, or with an urgent request to publish the message. This is followed by a flat accent on the other end of the phone immediately after sending, asking if the message has been received correctly. If so, when they are going to publish it of course. Where do these 'pros' come from? A mystery.
The reality of reasonable to good press releases and processes is as follows: the press release is a tool to channel information, is certainly not dead in our digital age, but is (fortunately) not the only task of PR professionals. There is also something else going on that journalists are often unaware of. PR is often tightly regulated in international organizations, so tightly that there is only one thing jordan phone number list for the PR professionals to do: color within the lines. Messages are delivered in a certain format, often according to the traditional method, may be translated into the local language but may not be localized. The added value lies precisely in the localization . Ultimately, the quality of the press release suffers from the guidelines of, for example, the EMEA communication departments. If 25 countries worldwide have to use one format, try to make a difference. Right, unfortunately peanut butter. Result? The PR professionals sometimes send out messages with a quality standard that they do not fully support.
The eternal cat and mouse game between PR and journalism is also an interesting issue. This means that PR professionals and journalists have to choose between PR and journalism , with the result that PR professionals sometimes find journalists a bit arrogant or lazy and journalists sometimes find PR professionals uneasy, pushy or profiteers. When a journalist went into PR, the humorous metaphor of 'going over to the dark side' was sometimes used in the past. In the meantime, journalists and PR professionals can make good use of each other. Good cooperation is incredibly valuable. After all, it benefits Dutch news traffic.
So much for the theory. In practice, the collaboration between PR professionals and journalists can sometimes be difficult. Apart from very specific situations, there is sometimes a lack of understanding between PR and journalism. For example, journalists do not know what a typical working day of a PR professional looks like. Research shows that PR is one of the most stressful jobs . PR never stops. During peak times, there are too few hours in a day and the PR professional keeps fifty balls in the air. See also the LinkedIn pool with biggest annoyances within PR.
The reality of reasonable to good press releases and processes is as follows: the press release is a tool to channel information, is certainly not dead in our digital age, but is (fortunately) not the only task of PR professionals. There is also something else going on that journalists are often unaware of. PR is often tightly regulated in international organizations, so tightly that there is only one thing jordan phone number list for the PR professionals to do: color within the lines. Messages are delivered in a certain format, often according to the traditional method, may be translated into the local language but may not be localized. The added value lies precisely in the localization . Ultimately, the quality of the press release suffers from the guidelines of, for example, the EMEA communication departments. If 25 countries worldwide have to use one format, try to make a difference. Right, unfortunately peanut butter. Result? The PR professionals sometimes send out messages with a quality standard that they do not fully support.
The eternal cat and mouse game between PR and journalism is also an interesting issue. This means that PR professionals and journalists have to choose between PR and journalism , with the result that PR professionals sometimes find journalists a bit arrogant or lazy and journalists sometimes find PR professionals uneasy, pushy or profiteers. When a journalist went into PR, the humorous metaphor of 'going over to the dark side' was sometimes used in the past. In the meantime, journalists and PR professionals can make good use of each other. Good cooperation is incredibly valuable. After all, it benefits Dutch news traffic.
So much for the theory. In practice, the collaboration between PR professionals and journalists can sometimes be difficult. Apart from very specific situations, there is sometimes a lack of understanding between PR and journalism. For example, journalists do not know what a typical working day of a PR professional looks like. Research shows that PR is one of the most stressful jobs . PR never stops. During peak times, there are too few hours in a day and the PR professional keeps fifty balls in the air. See also the LinkedIn pool with biggest annoyances within PR.