SALLY JACKSON, Australian
Jim Macnamara, director of the Australian Centre for Public Communication at the University of Technology, Sydney, and himself a former PR professional, said his analysis showed the oft-heard journalists’ claim that they never find PR sources useful was “a myth”. Another myth, this time from the other side, was that PR professionals never “spin”, or slant, their material to show their clients in a deceptively favourable light.
AS much as 80 per cent of media content is derived from public relations material.
This is revealed in a Sydney academic’s analysis of more than 70 local and international studies published over the past 80 years.
Jim Macnamara, director of the Australian Centre for Public Communication at the University of Technology, Sydney, and himself a former PR professional, said his analysis showed the oft-heard journalists’ claim that they never find PR sources useful was “a myth”. Another myth, this time from the other side, was that PR professionals never “spin”, or slant, their material to show their clients in a deceptively favourable light.
“Overall, the research shows there are a lot of myths and stereotypes,” he said.
“There is a very substantial amount of PR material in the media.
“And PR people have put (out) blatant lies because they have been told to do so by their bosses.
“There is a wide range of practice on both sides, from (a high level of) integrity and independence right through to being in each other’s pocket and not telling anyone about it.”
Macnamara said the data showed 30-80 per cent of media content was sourced from, or significantly influenced by, PR practitioners, depending on the outlet, with estimates of 40-75 per cent common.
