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Exhibition in the Public Relations Industry

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information subsidies the time and money that PR people provide media practitioners that helps them get their work done

 

“But,” you may ask, “why do TV anti print journalists use this material? Haven’t we learned that journalists pride themselves on their objectivity and independence?” Good question. The answer lies in the costs of news reporting in the print and electronic worlds. Costs here relate both to monetary expense and the amount of time involved. Reporting stories totally from scratch can cost a lot of money. It can also cost reporters an enormous amount of time, time that they often do not have because of deadlines.

Imagine how many reporters The Washington Post would have to assign to the Departments of State and Agriculture, the Treasury, and the other cabinet-level divisions of the U.S. government if there were no systematic way to find out about meetings, speeches, reports, and other materials emanating from each. The paper could not afford to ferret out all that information, but it doesn’t have to do so because each department's public relations division provides it with the basic schedule. Moreover, in key parts of the government, such as the State Department, public relations repre­sentatives summarize key issues for reporters and answer their questions.

In addition to allowing news organizations to allocate fewer journalists to government agencies, these press briefings help journalists budget their time efficiently. The briefings enable journalists to gather the basic information needed to write their daily stories. They can then spend the rest of their time following up issues raised by the briefings; each journalist hopes that their stories will stand out from those of other journalists who were also at the meetings.

As you can see, PR practitioners help the media get their work done. Communication professor Oscar Gandy calls this sort of help to media organizations and their personnel information subsidies. The term means that PR people's help with information is akin to advancing money and time. Faced with a beautifully done clip that is part of a video press release, a TV station's news director may genuinely believe that some of the material in that clip is interesting enough to warrant a story. She or he also knows that the low cost of putting that spot on the air will offset the extra expenses of a locally produced story.

The danger of information subsidies from a client's standpoint is that they may not be used. News organizations receive many more offerings from PR firms than they have room for, and journalists can often be quite selective. The most successful, and most expensive, public relations practitioners work hard to establish strong relationships with members of the press to help grease the path to coverage. In the mid- 1990s, The New York Times reported that Sard Verbinnen, the head of the PR agency with that name, would get pieces in the news by currying favor with journalists: giving an “exclusive” about a deal or an interview with a chief executive to one newspaper and then offering a behind-the-scenes look at a transaction to a reporter of another paper that did not get the original exclusive. By doing that, he would be able to call on both sources to help him with coverage when he needed it.

For Verbinnen or anyone else, though, coverage doesn't always work out the way the PR practitioner wants it to. Good journalists do their own independent investigations of material suggested by a press release or some other PR initiative. Consequently. what begins as an attempt to present a favorable image of a firm or a person may backfire if the reporter finds material that contradicts the original report.

 




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