Journalism...the dark side of public relations?

After a decade in public relations I have heard it several times – to choose a career in public relations is to choose the dark side of the writing and communications industry. 

I've taken such feedback with a grain of salt. Most professionals recognize every industry has shining stars and bottom feeders.  Our industry is no different and extends to both the public relations and journalism camps.

Of course I have worked with journalists that were uniformed and unprofessional, but I'm sure they've worked with a few bad PR eggs themselves, as we are all human.  So, for a decade I've ignored the drama and pitched the best stories to the most thorough and conscientious journalists.

However, my perspective shifted at a recent ASU ethics event where it seemed several journalism colleagues were more deserving of the Darth Vader designation than I. As the lone public relations panelist amongst four journalists (one gal was an acting PIO, but her entire background was journalism), I became more confident in my decision to pursue public relations and grateful for many decisions I hadn't been forced to make as we discussed ethical dilemmas.

To my surprise, each of the journalists admitted to misrepresenting themselves for the sake of a story, others talked about cleaning up quotes because of negative stigmas the quotes might have perpetuated. One gentleman even presented an editorial where he chose to include details to a story that had no relevancy to the current issue. He justified his actions – explaining journalists need to include any information their readers might want to know.

Interestingly enough, one of the students called him out on his choice and rationalization. The student’s criticism centered on unnecessary damage to the reputation of the individual, and a journalist's shared responsibility to those they write about – as well as those they write for.

Several of the journalists did shine through. They talked about misrepresentation as a means to bring to light issues the general public didn’t have access to...that they needed to be a voice for the people, not just focus on readership. Their efforts to pursue truth in journalism became evident and their integrity refreshing as the conversation continued. If not for their perspective, I was sure every journalism major in the class would've hightailed it to the PR side of the tracks.

Instead, I hope the students will pursue their passions and infuse both journalism and public relations with ethical professionals that aren’t afraid to make tough decisions despite the threat of a pay cut or termination.

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