Influencing change through media analysis

Last summer I came across a blog that suggested there is a bias against the Public Relations industry and PR professionals, because of the perception of PR as a ‘pink profession.’ There is solid evidence that the PR industry is female dominated.

Now, I’m not naive enough to suggest that biases do not exist in the corporate world, but I think these types of excuses mask the bigger problem in PR, that is, that the industry does not do enough to stress its own importance within the organization. In short, PR and PR professionals must expand their role and become intelligence gathers by turning news into knowledge.

Yes, I realize you might think I’m shamelessly promoting MediaMiser here by referencing our company slogan ‘Turning news into Knowledge.‘However, I can’t think of a more appropriate phrase to sum up what the PR industry must do to bring credibility to its craft through meaningful analysis of what it does, and offer real insight to an organization’s senior management by showing what is happening in the eyes of the media in near real-time.

So, I decided to formalize my theory in the form of an article now in the MediaMiser Resource Center. If you’re interested, please read Influencing Change Through Media Analysis.

25 January 2007 | General Information, Media Analysis | Comments