Letter: Public relations has its place in journalism education

By Letters to the Editor
Published January 11, 2012

As a public relations student, I can’t speak for the ad side of things, but — Jonathan Bowers doesn’t get it.

He’s operating from an antiquated perception of public relations practitioners, a stereotype of spin doctors whispering all the right things to say into politicians’ ears to win them more blind (and financial) support. The University’s PR classes cover the moments in time when this was — and, occasionally, still is — practiced, and professors tell us to avoid doing the same at all costs.

We are repeatedly told to be transparent, uphold integrity and develop solid win-win relationships between clients and their publics, and to drop any organization that brushes our morals the wrong way. We don’t sit in lecture laughing about all the cash we’re going to rake in for corporate America come graduation; instead, we are taught a versatile set of skills, ranging from blogging and brochure-writing to campaign-planning and research.

We are told that the public of today can’t be fooled — the selfish, greedy truth will always come out — and that they will never forgive companies that deceive them. Arguing for honest communication in an organization that we believe plays a meaningful role in society, even when our superiors tell us to cover up the blemishes, is of absolute importance. Defending a cause we don’t believe in is difficult — we do possess souls.

Most of all, we disperse information, which is the very definition of “communication.”

Of course, there’s no guarantee that grads will uphold these ethics, just as there is no guarantee that journalists will graduate and work toward the greater good of the world. Journalism does not always operate with altruistic intentions, and is often swayed by business, government and individuals. Bowers should sit in on a few PR classes before passing judgment.

Katie Kis
University student

  • A Journalist

    Public relations and advertising are, at the end of the day, working
    on the behalf of a client. Call it whatever you want — communication,
    dispersing information, brochure-writing — the work of PR and ad
    agencies is always a means to an end. And it is spurred by the
    assumption that the client deserves attention.

    True journalism exists to counter this style of communication. Rather
    than let the public receive its news from contracted agencies, it
    employs objectivity, research and judgment.

    Honest journalists forgo all assumptions, other than assuming that
    people deserve balanced information.

    Yes, journalists have clientele,
    but their only interest is to know the truth.

    And speaking of definitions…

    Campaign: Work in an organized and active way toward a particular goal.

    So there is a clear distinction. Undeniably. And a school devoted to
    journalism would be wise to separate itself from those who work on
    behalf of select interests, however noble they may be.

  • http://twitter.com/SoupKnife Bryan Longoria

    If Bowers would have employed the same argument, I think many fewer students would have been offended. I think there is legitimacy in your argument; I still think that marketing and public relations practitioners certainly need that education if they are to remove the stigma that surrounds them.