A couple of recent experiences here at CBR reminded us about the importance that journalism training plays – or should play – in public relations careers.
The first was a post on Ragan.com noting changes in the 2013 Associated Press Stylebook. That brought back a vivid memory for me from my days as a freshman journalism major.
On day one, our wizened journalism department dean gave us one assignment — memorize the AP stylebook. He was the first of many instructors and editors to refer to the stylebook as the journalist’s bible. Of course, that would be bible with a lower-case “b”. The word Bible is capitalized only when making reference to Scriptures in the Old Testament or the New Testament — it says so right there on page 31 of the AP Stylebook (2011 edition).
The newest stylebook edition, published May 29, 2013, tells us, among other things, that it’s now okay to use numerals for all references to distance and dimension, e.g. a 3-mile stretch of road, a 9-pound hammer.
So why should the public relations industry care about such minutiae?
The answer is as simple and fundamental as anything we do. In order to communicate our clients’ key messages effectively, we must connect with our target audience. Just as we must learn the ins and outs of effective social media communications, we also must learn to speak the native language of the newsroom, and that’s AP style.
Reporters and editors often look for any excuse to spike (trash) a news release, and finding a glaring AP style mistake provides an easy one.
The second thing that got us thinking about the symbiotic relationship between journalism and public relations was our realization that some college public relations programs do not require a journalism course as part of their core curricula.
We’re back to basics on this one, too. Despite the ever-changing media landscape, there is a set of standards and ethics at the core of the journalism profession that defines news and drives day-to-day operations at every television news station and newspaper. Public relations professionals must have a working knowledge of those core standards and ethics.
As Florida’s premier media relations firm, we understand that public relations professionals — new and old — benefit from knowing as much as possible about the journalism side of the equation. Providing newsrooms with what they are looking for — timely, newsworthy, relevant, quirky items — written in their language improves our chances of getting our clients’ stories told.
It’s an integral part of our job here at CBR and one we do well.
Robert Perez is vice president at CBR.