Over the weekend, I had a discussion with a public relations officer (PRO) from one of the public entities.
We covered several pertinent issues related to her role, including her working relationship with journalists, which she described as neither entirely positive nor entirely negative.
Among other concerns, she expressed frustration about misquotations, false attributions and misrepresentation of facts by some journalists.
For example, she mentioned instances where journalists claimed they had attempted to contact her when no such attempt was made.
Others would send a questionnaire and then hastily demand an immediate response to “balance” a story they had already written.
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While she acknowledged the importance of validating information, verifying facts and seeking third-party confirmation to ensure accuracy, she complained that some journalists exploit their influence to intimidate and bully sources, leveraging the fear of negative publicity.
The PRO also claimed that some journalists twist facts to fit their established narrative even when presented with contradictory evidence.
This may not be an isolated case, as others have also shared frustrations about journalists being “too pushy” and insisting on instant information.
Having previously served as chairperson of the Media Institute of Southern Africa and president of the Public Relations Society of Malawi, coupled with my years of experience in the profession, I recognise that these complaints arise from both sides.
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Some journalists have also reported being mistreated by certain PROs or publicists from ministries, departments and agencies (MDAs) and corporate entities when seeking information.
Conversely, some PROs have been accused of not responding to questionnaires promptly.
Essentially, journalists and PROs rely on each other to disseminate information to the public, making any conflicts between the two a serious concern, as it deprives the public of timely, accurate and crucial information.
While acknowledging the natural tension between news sources and journalists, both parties should appreciate each other’s roles and the environment in which they operate. Public relations (PR) and news production are highly interdependent.
At this point, I would like to commend those journalists who continue to engage professionally with all stakeholders with an open mind, seeking to establish the truth through balanced reporting.
This ensures the public’s right to accurate information. However, there are always exceptions—just as in any profession—where some individuals thrive on sensationalism and misinformation, exploiting the protections of freedom of expression and media freedom.
When journalists approach sources with a preconceived narrative, seeking validation rather than truth, it undermines the integrity of their reporting.
Soliciting comments solely to fit a predetermined angle demonstrates a lack of objectivity. Sadly, even when confronted with contradictory evidence, some reportedly twist facts to conform to their established frame.
Journalists should understand that PR practitioners are typically subjective and committed to serving the interests of their entities.
A PRO, as the custodian of an institution’s image and reputation, will naturally want to see their entity portrayed in a positive light.
It is also worth noting that both journalists and PROs work within certain parameters. PROs should recognise that journalists have targets and tight deadlines to meet while striving for objectivity. Any delay could therefore impact their performance.
On the other hand, journalists should appreciate that PROs work with a variety of stakeholders who must be consulted, especially on policy issues.
Consequently, some information might not be readily available. The speed at which responses are provided will depend on various factors, such as the size and nature of the business, the sensitivity of the information, and internal procedures for disseminating information.
Nonetheless, this should not prevent both parties from striving for a more ethical and transparent approach, prioritising truth and accuracy over sensationalism and deadlines.
It is essential for both journalists and PROs to respect each other’s roles through mutual trust, as they are partners despite being natural adversaries with distinct functions.
MDAs and corporate entities should establish effective PR and communication mechanisms to facilitate a positive interface between their PR departments and journalists.
