Piers Fawkes: PR Needs To Kill The Press Trip
Public relations executives impede media by failing to understand the change of process and structure in modern newsrooms.
In the past month I have had to decline three wonderful PR trips — one to South Africa to cover a design conference, one to London to watch the judging of an advertising awards show, and one to Utah to drive a top of the line SUV through the mountains for 3 days. In some ways, these are fabulous money-can’t-buy trips, but they come from a PR tradition that I believe doesn’t work for today’s media.
Sure, I’d love to observe in Capetown, sup in England and scurry across the snow in a state I’ve never been to. Who wouldn’t? But the fact is that if I did – or my team did – I wouldn’t be able to power my media business. And if I didn’t have a media business, we wouldn’t be invited to go on these jollies.