Every Halloween, I'm reminded of a conversation that I had with a project client, during which he alluded to the use of the “dark arts of PR” to secure coverage in the national press. Baffled, I asked what he was referring to. He reddened a little and alluded to favours being given, or called in, to secure coverage.
I gently explained that the work of a public relations consultant involves fostering relationships by providing relevant information and introducing journalists to experts who assist them in writing informative articles for their readers. I reiterated that a national news journalist, writing for a consumer audience, will not cover a nuts and bolts technology story unless that technology is likely to affect the health, wealth, privacy, safety, or sex lives of the majority of readers.
While this was an uncomfortable conversation to have with a client, it was interesting to learn that people believe that PR professionals employ such complex and covert methods to gain coverage for their clients.
In my own experience, media relations is far more straightforward: provide useful information and spokespeople to journalists when they need it and they will view your client as a reliable source in the future. However, “simple” doesn’t mean easy. Even in the current age of AI, it requires time to identify the right publications and writers who are likely to be interested in each story, and thought and creativity to tailor clients’ information to different audiences.
Agreed, PR professionals who have a good rapport with particular writers will be more likely to gain their attention when pitching stories. However, using this goodwill to try to shoehorn stories into their publications will damage that working relationship.
The dark arts, as related in fairy tales, often involve potions administered to provide an unfair advantage over opponents. If beers and cocktails fit into that category, then I could say that I've dabbled over the past twenty five years, although I've been as much under the influence as those we were seeking to influence.
As a result of this unusual conversation, I looked into "nefarious practices" and was surprised to find that the CIPR actually refers to the “dark arts" in its guidance:
“You are reminded that “dark arts” are the antithesis of best practice public relations. Intentional deceit and anonymous or incognito activities are breaches of professional codes of conduct.”
Contrast this with the CIPR's definition of good PR: "Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between and organisation and its public."
I think I’ll stick to the planned and sustained effort thanks.