Bad Relations

By Sara Newman on 10/16/2009

It's the classic power struggle of the mass communications industry. Journalism versus public relations; two businesses who are pretty much opposites of each other. Public Relations puts out one kind of image about a person, company, idea or product. Journalists put out the truth about a person, company, idea or product, whether it's kind or uncomfortable or positive or negative. So while a PR consultant will tell you that using a Snuggie is the warmest and most comfortable way of lounging around your house, a journalist will ask, "What, a sweater isn't good enough for you?"

Eric Sparling, a former PR professional and correspondent in the video, "Toxic Sludge is Good For You: The Public Relations Indutstry Unspun" says that the job of a public relations professional is about using every outlet available in society to convince people that what you [the PR consultant] want them to believe is good for them. If you don't carpool, you are a Nazi.

One of PR's greatest sales in the history of the United States of American has been the sale of war. It began with WWI, when the American public were led to believe in the absolute need for the conflict with Germany. This continued into WWII with was propaganda permeating practically every aspect of life. The war bonds and "Rosie the Riviter" posters have now become iconic historical memorabilia, but were no different than the millions of American flags in every car and store window following September 11th.

Of course, this is the negative side to the business, and there are altruistic motives for public relations. Non-profits use public relations to raise funds for charities and global causes. If it weren't for public relations, the Red Cross and the Salvation Army may not be as helpful as they are to people in need. 

As public relations major at the University of Maryland, Christina Teng loves the business. "Everyone, every company, every organization really needs [public relations] to communicate even if they don't know it. Public relations helps to communicate messages in many different ways effectively to its publics!" says Teng.

Admittedly, if it weren't for public relations consultants, journalists wouldn't have a lot of their stories simply because they wouldn't know when events were happening. The difference is that a journalist doesn't write a story to give a certain person, event or idea publicity. It is the reporter's job to find what is newsworthy about the PR consultnt's news release or tip.

It's true that journalism and public relations are in the same family. But think of them as distant, bitter cousins who only see each other on major holidays.

[Additional Photos: "Toxic Sludge" Common Courage Press, 2002]