Fake news had always been there in the picture, but the digital age has boomed its impact up to a severe extent. From fake news sites to unqualified sources of fake stories, all such fraudulent activities are a serious threat to the Public Relations (PR) industry.If it’s vital for the PR firms to ethically persuade the target audience towards their clients, then safeguarding the public’s trust and media outlets from getting eroded by fake news also becomes a part of their must-to-do duty. PR professionals need to understand that their profession will survive only when good journalism thrives. For this reason, PR experts need to be more critical regarding this issue and hold them more accountable to tackle this problem of fake news with utmost seriousness and dedication like never before.And here are the several ways with which you can do it: Carry forward the real news: PR professionals and experts should realize that there is much more than securing a blockbuster hit. The first priority of every PR Agency must be to deliver real news which in turn provides real value to both the journalists and the readers. The professionals working in PR firms need to take much more accountability for the spokespeople and stories they are pitching in for. The more authentic the story is more becomes the chances of securing coverage in great numbers and the relations in the media industry becomes much healthier and safer.Use the real and authentic sources: It’s true that a mention in the hit story will gain great exposure for the brand, but using the newsjacking tool as an excuse to proffer unqualified spokespeople is not an ethical thing to do. Clearly get it into your mind, that it’s the deep expertise and knowledge of the particular industry that could broaden the scope of public’s knowledge. This is the only way to put the best use of the media opportunities and make a win-win situation for both the PR and the journalism.Use contacts to do good only: Anyone working in the PR industry is familiar with the fact that fake news holds in more power to get spread easily. They do get spread easily but when the fakeness gets unveiled it hampers the reputation and image of the industry as a whole. So, being a PR professional dedicatedly working in the industry, it becomes a necessity to dismantle it at the earliest. The PR professionals should not wait for others to bring a change instead, they themselves need to discourage the fake news amongst their media contacts and help in ensuring journalism free from unnecessary clutter and garbage.
Have you ever noticed that certain people in certain industries tend to be more arrogant as a percentage than in other sectors of our economy? For instance the leadership in companies, NGOs, politicians, sports stars, academia, and even in the news industry. Interestingly enough, I have been doing an ad hoc informal study of human nature via my people watching techniques, and I’ve made a few observations I’d like to share with you.Now before you laugh, we both realize that these are merely personal observations, and they are hardly directed at any given individual. Let’s take the news industry for instance, often we find reporters are quite arrogant. It is often found that people of high intelligence are arrogant, and we definitely know people who think they’re better than everyone else are arrogant as well. Sometimes the arrogant people really are better than other folks at certain things, and perhaps they have an earned ego, which has been developed through experience, observations, and their own success.We’ve all heard that famous quote; “a victim of your own success.”It appears to me that the reason people in the news industry are arrogant is because they know something they believe that you don’t. For instance, if you ask people what they believe on a political topic or a certain event they will begin to recite what they’ve been told in the newspaper, radio, and/or TV.Obviously, they have not considered this or thought it through rather they have adopted what they believe from their favorite news source. And based their opinion, or rather their stated opinion, it generally matches which ever news programming they are watching, and you should be able to tell what they watch, which news commentators they like based on which point of view they taken.He who controls the media, controls the minds of the people.Now then, it would be my contention that the reason that international news correspondents and programming personnel are so arrogant is because they believe they know something that you don’t, namely that they have the inside track and know what’s really going on, and you only know what they put out into the media.Little do they know, that you have little respect for what they do, their trade, or much of the information you get when you listen, watch, or read in the mass media. Or maybe you don’t, and these arrogant (remember it’s only a percentage of the total people industry) media correspondents are correct. In that they really do know something you don’t know, and they are laughing behind their backs at that fact – thinking that all viewers are chimpanzees buying their rhetoric hook, line, and sinker.Just because someone is on TV, and we consider them a celebrity, or rather they consider themselves celebrities, does not make them better than you. For instance, you could be the best accountant in the world, but the best accountant in the world is not a celebrity. But you are still the best in the world at what you do. And the news correspondent certainly isn’t better than you even if they are an anchor on the top-rated news program on TV.That’s just a pretty face reading a teleprompter – You can go to teleprompting school for that, some folks who have seem to have attained some rather high job titles as of late (hint-hint).In the movie industry we call the silly people on TV “the talent” and they are merely a component of the show, nothing more or less, just outrageously inflated un-earned egos. You just deal with it, but they are not any more important to a given show than the make-up artists, graphic folks, camera men, or studio engineers, seriously they are not. You can replace them easily, and everyone wants to be on TV, it’s quite a hoot indeed. Broadcast Journalism classes are always sold out at the college level.Those who make the news, and report on the news do the public a disservice when they automatically believe they are better than we, now then, maybe some of them are and maybe they aren’t, but a good percentage of them sure act as if they are, and I’m pretty sure they’re not all better than both you and I. My advice to a news person would be if you are going to act arrogant, you need to back it up with intellect, and you need to be the very best in the world at what you do, and in that case I’d let your arrogance slide. Please consider all this.