PRrrrrrrrrrr Piracy?

Post Modern Casualties or Victims of PR Piracy?

Has the traditional format of news been abducted by PR agencies or are citizens still entitled to truth and objectivity in their information?

This question was pondered yesterday at a seminar held by journalism students of the University of Newcastle, Gemma Noon and Rachael Pudephatt.

Lecturer, Christina Koutsoukos, questioned the notion that people mistrust journalists, expressing confidence in their role of mediating a nation's information.

These assertions came from the conclusion that PR releases are an increasing resource in an industry plagued by cost cutting and the rise of the Internet.

Using an example from Media Watch, Making Mincemeat of Media Patsies, Pudephatt showed the result of an industry now reliant on PR.

A plethora of stories involving a survey that concluded, 'butchers make the best lovers', was sited as a trivial but important example of PR gone mad.

As the story spread across the nation few journalists chose to divulge that the results were indicative of a survey conducted by the Australian Meat and Livestock Association.

Koutsoukos maintained that however trivial this story was, it served as a lesson to future journalists to, "always ask yourself, and keep asking, why is this PR release news?"

Presenter, Gemma Noon, asserted that it is possible for journalists to be truthful and objective if given the right resources.

Noon highlighted the legal, professional and ethical requirements of journalists to be truthful and objective. Stressing that she did believe in credibility of the modern fourth estate.

Koutsoukos wrapped discussion by stating that PR piracy was a transitory stage in an evolving industry, where journalists would reject the, "PR massage of public opinion," and return to traditional newsgathering resources.