This chapter was very enlightening in the detailed all the stereotypical struggles of a public relations representative combined with the less then symbiotic relationship they have with journalists. They often go back-and-forth and they each are defined by the other as the group of lesser quality. While journalists are “trying to find dirt”, and PR representatives are” trying to hide the truth”, the truth is that while many people believe these falsities, there are many other positives attached to each career path as opposed to the negatives thought of by most. PR representatives are fantastic at speaking journalists’ language, as they often do much of the same work and research as journalists themselves. Their overarching goal in this respect is to figure out how to get journalists to speak the language of people public relations. This is where they should attempt to form the best version of a symbiotic relationship as they can; both benefiting from the work of the other.
This is where transparency is extremely valued and practiced to its utmost importance. Both parties should be honest and hide nothing from the public as the truth will always inevitably come out. This is often referred to as the band-aid method; it is better to pick one corner up and rip the whole thing off then to slowly peel it (which I can tell you from experience is massively more painful) and hide little important details along the way. This causes more damage to the public and makes it more much more unbearable on the parties involved in the bad news event.
Public relations departments are the group of people that first draw up press releases and media alerts to allow journalists and news media sources to print stories and address the problem or positive situation at hand. Often the work of the PR specialist is lost behind the face of the editor and reporter but nonetheless it is extremely valued and creates immense credibility for the PR specialist in their field if their work is done well. Because in the end, PR is not credited for the majority of their work or findings and very well should be.