I.
The first issue this article importantly
addresses is the difference between public relations and journalism. According
to Sullivan (in more or less words), Journalism is geared towards the mass
audience while public relations is there for specific audiences and their
needs. Simultaneously, the PR industry is in place to aid companies,
individuals, firms and even political campaigns gain positive press.
Some may
even go as far as to suggest the more personal nature of public relations while
journalism keeps its audience at arms length. Ultimately, this article serves
to address the fact that journalism is shrinking in size and reputation while
PR is taking
center stage.
II.
Sullivan digs deep into history to provide
information and background on the ‘first PR man’,
George Creel, aide to Woodrow Wilson. In 1917, President Wilson decided that
his administration required a boost of support from the American people. Thus,
Wilson hired a former newspaper frontrunner to head his new Committee on Public
Information in 1917.
According to Sullivan, the group “cranked out thousands of
press releases in support of the [World] war and even started a speakers
bureau, which grew to 75,000 people, all giving morale boosting talks across
the country.”
Ironically, the demise of news journalism began here as the
country began to question the honesty and motivation of journalists to provide
such news. One might even say that this was the birth of conspiracy theories in
an effort by the government to only provide information they wanted you to hear
through the newspapers.
III.
Similarly, public relations has the ability to
house propaganda just as much as journalism would have. Again, we must observe the
differences between journalism and public relations: journalism is for the mass
audience and lacks specialization to one group; public relations is utilized by
corporations, individuals and even political heads to ensure that they are
painted in the most positive light possible regardless of circumstances.
Sullivan argues that any news source has the potential to be propaganda driven
and ultimately influenced by those with power and ‘sway.’
Sullivan proves in
his lengthy article that public relations is making a name for itself but that
also may come with costs- the PR community must gain the trust of its audience
and readers in order for their releases to have weight within the media realm.
Media is an ever-growing and
rapidly expanding business that will never stay one way for too long. For most,
this is a well-known fact, and for others it is a harsh realization.
Perhaps
the dwindling journalistic field is
creating a void in media that can only be filled with the skill and reputation
that public relations professionals are bringing to the table.
“The news cycle never ends… there
is a lot of competition for people’s attention; it’s not just a press release
anymore.”-Tom Collamore
Word Count: 421
