TVNZ's public relations indulgence is a disgrace
By Frank Haden

Unhappy TVNZ viewers need wait no longer for proof that the inmates have taken over the asylum. Confirmation that the taxpayer-subsidised broadcaster has doubled its spending on public relations will be the last straw for the few people still prepared to give it the benefit of the doubt.

TVNZ has no need of media relations staff. It is a media organisation, with all the power and facilities it needs to project its own good points every moment it is on air.

If it has so much spare cash lying around, it should spend it rebuilding its image by buying the sort of quality programmes TV1 used to broadcast, and are now available only on Prime, TV3 and some Sky channels.

It is bad enough for an outfit like that to feel a pressing need to employ an expensive PR department at all, but doubling its size at one swoop is beyond belief. The fact that the policy change came to light only through the diligence of an investigating newspaper using the Official Information Act speaks for itself.

A PORTRAYAL of PR's PUBLIC PERCEPTION

Here's how Haden then characterizes PR:

Journalists by definition seek out the unvarnished truth, and tell as much of it as they can as dispassionately as possible. They abhor dissembling and covering up what should be exposed. They should not go sneaking off along the corridor to a specialist in the art of making sure the public never gets to hear the full story.

Because that's what most public relations people do. It's what they've always done, ever since the days when they were called hucksters, spielers and smokescreen merchants, names that kept them firmly in their place on the outskirts of polite society.

Now they have proliferated like rabbits, rebranding themselves as a growth industry with a variety of high-sounding titles such as media relations consultants, but their focus is essentially unchanged.

With some exceptions, their job is to give the inquiring public as few facts as they can get away with, artfully arranging them to make a favourable impression without actually telling any lies that can catch them out. The net effect is the same as a series of untruths.

They issue statements misleadingly called releases as if they had been in cages waiting to be unleashed into the arena, conjuring up images that are still recognisable, but with all the awkward bits deleted or subtly plastered over.

So what do you really think Frank? Oooooh baby! Ouch!

Note: public relations is not just characterized as an indulgence... it's now become a "disgrace."

TSUNAMI WARNING

In light of PR's huge rise in revenues globally, regrettably the powers that be are NOT even going to acknowledge the problem here.

BUT, the day is coming when this perception WILL result in a huge and dramatic backlash. Imagine a world where PR is just rejected out of hand. It sure looks like that day could be here sooner than you think.