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The relationship between journalists and their subjects is often a fractious affair, dominated by mistrust and mutual loathing.
By ‘subjects’, I mean of course companies and organisations and the PR people that represent them.
Owing to a pen-mightier-than-sword issue that relationship is publicly a very one way thing, and this is rather nicely illustrated by the amount of traffic involving the #PRFAIL hashtag on twitter.
However, it’s interesting to see the kudos with which corporate power can be bestowed upon an organisation by journalists because of its formidable PR prowess. Insurance Times‘ Saxon East this week wrote his editorial on just such a thing, when he revealed his thinking behind the relative success of rivals The AA and RAC.
Ruminating over the sale of RAC from Aviva, Saxon chose to compliment the AA’s PR strategy and personnel, saying that their content and approach to dealing with journalists is second to none. This, he suggested, might be one of the deciding factors in the AA’s success at a time during which the RAC stumbled along under Aviva’s ownership and was eventually sold for a fraction of its previous value.
It’s an interesting suggestion and certainly not without merit. Let’s see how they get on with new owners.
This article was written by freelance business journalist and PR consultant Ralph Savage.