ROUND-TABLE ON MEDIA-PR-CORPORATE INTERFACE 12 MAR 2005

Last month, there was an enriching debate titled media pitching in the New Media Forum and Image Management groups (Yahoo discussion groups) on the various aspects of Media-PR-Corporate relationship, based on an article in prdomain website. Some of the views expressed by the media persons are:

• Corporates are not transparent and they approach media only when they want

• Some of the Public Relations professionals interfere with the functioning of the media professionals

• There is no requirement of PR professionals and the media can contact the Corporates directly for any information

• Some PR professionals indulge in whitewashing of the negative aspects of Corporates

• Some PR professionals are rude and arrogant and they want all the contacts are to be routed through them

• Even though the story is not worth, they indulge in pushing the story.

• Some PR professionals instead of functioning like facilitators, they function like irritators. 

Corporate communicators and Public Relations professionals expressed some of the views : 

• There is a limit for transparency.  There are many things, which cannot be disclosed for strategic reasons in the competitive environment.

• PR profession has come to stay globally and the Corporates engage PR professionals only because they find it useful

• A single person (reporter) decides whether the story is worth or otherwise according his own parameters; when appeal is made to higher up, it is misunderstood as pushing the story

• PR professionals are misunderstood when they insist on the publication of stories and they view it as an interference

• Many times, Corporate CEOs dont want to talk to media without PR professionals directly.  PR professionals are sandwiched between media and the client.

In view of the divergent views expressed by various groups, the Foundation has today organized a Roundtable to enable all the groups to exchange the views and to understand and respect each others role and responsibilities.   

During the course of roundtable, all participants may give their views in brief (say one or two minutes).  Please dont mention any names of media or organization.  But describe the situation and comments without names.   

The Roundtable would ensure to remove the misunderstandings on both sides and to work shoulder to shoulder to provide information to the general public.