Being a journalism minor I found a section of New Rules of Marketing in PR quite interesting. When I was reading through Scott's book I came across a section where he talks about how some journalists are now keeping blogs and searching for press releases via the web.
Here at Ohio Northern, I feel that the journalism program is still set on the old ways of a journalist/PR relationship. You send in the press release, the journalist decides whether the message is newsworthy and they write the story if they like your topic. In one of my journalism courses a professor told me that PR specialists still wine and dine journalists (even though they said this was not ethical).
I really feel that journalists at ONU need to pick up the New Rules of Marketing and PR books and realize we are in a different time period. PR specialists are going to publish their press releases first. They are not going to try and impress you with food. And, they are going to communicate with our audience first.
Public relations is finally back in the public eye and that's the way this should be.
This is a great post. It's a shame that the journalism department isn't realizing that they need to change! As journalists, they should be more focused on getting the real story out to their audience rather than what food they think they're going to get.
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