INTERNATIONAL & MULTICULTURAL ISSUE - Odwyerpr.com

Facebook flap shows difference between PR, journalismBy Bill HueyBill Huey is presidentof Strategic Comms., acorporate and marketingconsultancy inAtlanta, and author of"Carbon Man," a novelabout greed.The Burson-Marsteller/Facebookflapdoodle has almost run itscourse, except that Burson continuesfiring wildly at its own foot by fiddlingwith its Facebook page to deletenegative comments.Everyone got what they deserved, and,fortunately for Burson-Marsteller, theInternational Monetary Fund chief’s sexualescapades camealong over the weekendto wipe theFacebook story offthe Big News agenda.Which makes thepoint that someoneis almost alwaysgoing to do somethingworse than youdid, so don’t panicwhen a crisis arises— especially if noone was killed ormaimed.The two high-profileformer journalistsat Burson-Marsteller who perpetratedthe dastardly plot will be spared theaxe because they are new hires and “willbe given additional ethics training,” thecompany said. How’s that again?Additional ethics training to formerjournalists about not trolling for journalistsunder a false front? Where will thisend?Nevertheless, it is time for lessonslearned. One of the most salient lessons— and one that the PR business neverseems to learn — is that PR and journalismare different pursuits. That PR isnot just journalism practiced in a corporatesetting, and firms that hire marqueeor even second-tier journalists inhopes of bolstering their cred are simplybarking up the wrong tree.How are PR and journalism different?In an extended rant on Slate,“Press Box” columnist Jack Shafer saidflatly that PR people push lies, whilereporters are guardians of the truth:“Every reporter approached by PRfirms knows that the primary focus ofPR firms is to push lies. If PR peoplewere being paid to push the truth,they’d be called reporters,” Shaferwrote.Of course, as an editor who oncebought into a completely fabricatedstory called “Monkeyfishing,” aboutalleged fishing for monkeys in Floridafrom a reporter who repeatedly bamboozledhim when asked for more factualdetail, Shafer should know the difference.PR and journalism are differentbecause their aims are different. Ignorethat fundamental fact and you are askingfor trouble. But PR firms have doneit repeatedly over the years, luringquondam journalists to the so-called“dark side” and touting them as someone“who has an intimate, first-handknowledge of the news business andcan shape compelling stories that movepeople to action,” or similar nonsense.Sometimes it works out. Reporters,after all, are highly adaptive creatures,and some of them learn to appreciatethe difference between their old careeras journalists and their new career asstrategists and advisors.But just as often, the skill sets don’tPEOPLE IN PRDuke exec to Purduein PA shuffleJulie Griffith, VP of governmentaffairs and foundation relations forDuke Energy, has been named VP ofpublic affairs for Purdue University as theIndiana school shuffles its community andgovernment relations with economicdevelopment operations under its office ofengagement.Griffith takes up thepost June 20, subject tothe expected approval ofthe board of trustees,reporting to presidentFrance Cordova. Theschool said it has madethe changes to fosterstronger ties to the stategovernments, non-profits,private entities andcitizens.Julie GriffithGuest Columntravel well. The new hires remain stuckin the journalism mode, pontificating toeveryone within range about “news values”and how to make news, or tellingwar stories about the time they interviewedsome flavor-of-the-month bigshot and told him straight to his face thathe was lying, etc.You know the type because you’veprobably encountered them. They simplydon’t understand that they are nolonger in the news business, and theirnew employers are either too dense ortoo timid to explain it to them.Of course, despite mountains of evidenceto the contrary, you might thinkthat PR and journalism are more similarthan they are different. If you are convincedof that, try putting out some jobfeelers to the New York Times or Time orone of the networks and see what happens.And don’t let that one-way door hityou in the face. The VP/government affairs slot had beenvacant since 2008. The office of engagementhad been led by Victor Lechtenbergsince 2004. He plans to retire in June 2012and Perdue said he will take on an interimassociate VP role with plans to advise theVP of PA and university president.She exits Indianapolis-based Duke after14 years, the last 11 in the VP slot. Griffith,a Ball State grad, also led Indiana governmentaffairs, as well as community andeconomic development for Duke. CNBC blogger to MDCAsh Bennington, a journalist andblogger on CNBC, has joinedMDC Partners as Director ofStrategic Technology and Innovation.He is to run the MDC Ideas unit, an inhousethink tank to find opportunities insocial media, convergenceand business analytics.Bennington will serveas the ad/PR combine’s“technology evangelist”and help identity investmenttargets in the digitalsector.Ash BenningtonCEO Miles Nadalsays Bennington is totravel the globe, scoutingfor compelling opportunities for MDCcompanies and clients.At CNBC, Bennington reported on technology,economics, finance and banking.He will continue to do pieces forCNBC.com and serve as contributor toCNBC. Prior to CNBC, Bennington wasassistant VP at Credit Suisse and VP for e-commerce at BB&T.Sloane & Co., Kwittken & Co. andAllison & Partners are MDC’s PR units. JUNE 2011 WWW.ODWYERPR.COM 35