Media Musings Blog Archive Let PR be just PR It true, the PR and Journalism professions are linked.
Journalists like to scorn PR practitioners, and PR practitioners like to know that Journalists often need them for stories and use this knowledge to their advantage. So we got the follow up article, much shorter than the first, which informed the public that yes, it was a complete fake, used to drum up attention for charity organisation OzHarvest. In the age of online news, it is louis vuitton agenda diary important to get the story uploaded before your competitor. But the problem is that suddenly everything becomes worthy of publication just incase it is actually real news. PR stunts are news headlines before they are outed as just simply PR. There is now no need for PR firms to give out media releases which suggest you report on something, they can release a video and know you will report it as you don have a choice for fear of being the news site without the scoop. In this age of fast news, I can help but feel sometimes it would be worth slowing things down for the sake of newsworthiness. Both The Age and the Herald Sun papers today which were afforded the luxury of time, had nothing in their pages about the stunt. Because, as we now know, it was simply a PR video, not news. The idea of things down for the sake of newsworthiness comes back to the question of what is journalism? Some believe that releasing information on Twitter is gossip, not news, but this is difficult to reconcile with the fact that an increasing amount of news stories are broken through the medium. As with any technology that takes off, we have to take the good with the bad that invariably occurs when you put sparkly objects into our excitable hands. Maybe we get bored eventually and start making better use of social media as a news reporting function, but for now, we continue to treat it like a shiny new toy. 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