A leading PR figure has spoken out at senior journalists who still misunderstand the role of public relations, despite the significant contribution it makes to the news agenda.
Danny Rogers, the editor of PR industry bible PR Week, said that journalists even at the highest level of the national media still viewed public relations with suspicion and continued to slight the industry by using terms such as the hidden nature of PR and the art of spin.
Rogers pointed to research that revealed how PR played a major role in up to 60% of all news stories, stressing that it was time journalists realised the fact that PR played a vital role in dictating the news agenda.
Good PR advice, he explained, was not only essential when operating in the media glare, but also those who used it would strategically gain operational advantage.
And his point could not have been exemplified more clearly than by Virgin Atlantic following its recent announcement that it had almost doubled its operational profits.
But it was the timing of the announcement rather than its profits that demonstrated great PR skill, coming just days after BA released their worst ever performance figures.
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