“You scratch my back, I’ll scratch yours”: The relationship between journalists and PR practitioners is a two-way street, with benefits to both. The journalist needs comments on a product, service or sector so they ask an expert. In return the expert gets free publicity when their name or company is written about. It's a win-win situation for both parties so what's the issue?
While this relationship usually runs without a hitch, some journalists are complaining that the experts are starting to ask for payment. They say requests for input are being run past PR consultants first, who advise them to ask for a fee. The incredulous journalist offers up free publicity, only to be turned down by the expert. The expert is busy and time is money, and with no control over how they will be portrayed they are reluctant to offer up their services free of charge.
While PR practitioners know that getting their expert’s name out there is vital, there is a line to be drawn between this and publicity for the sake of it. If the title is targeted at the right audience and the topic is relevant then it is vital that we give a comment for free as part of the clients profile raising. However, the experts don’t take the free press for granted, so the journalists shouldn’t expect the experts to jump at every chance to be quoted if they don’t believe its worth it
.The Perfect Time for PR
With advertising revenues declining rapidly it’s not the case that people are cutting back completely...
... in fact more and more people are investing their advertising budgets in PR, as they begin to reach out to this very cost effective medium as a route to get their message across to potential customers.
It's not all doom and gloom
Despite the portrayal of national doom and gloom, businesses in general are realising that now is the time to position themselves as industry leaders, and what better way than by getting their name into the media?
Lord Chadlington, Chief Executive of...