PRSA had a letter to the editor
published in the March 11, 2011, print and online editions of PRWeek
(UK) in response to a March 2 article
analyzing the public relations industry's response to Churnalism.com
, a website that analyzes the amount of verbatim reporting of press releases by UK journalists.
In time, Churnalism.com
and similar efforts will be seen as a call to action for PR professionals to ensure the work they produce is done so ethically ... For the most part, I believe that to be the case.
PR professionals' value largely derives from their credibility with the media, their clients and the public. But this is a symbiotic relationship. Journalists have a significant role to play in due diligence to ensure the articles they write include third-party validation from sources other than those given to them by PR professionals. Perhaps Churnalism.com will cause PR professionals and journalists to look at our collective work and see whether we are truly helping to expand society's collective knowledge.