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Kudos to Wayne Pollard, president of Hunter-Pollar PR, for his article in today’s Daily Dog urging PR agencies to look for journalism experience in hires.
Media relations is what most clients want. Yet most agencies put neophytes on the phone with journalists, a practice that can make or break brands and reputations. “This is insane,” says Pollard. Amen!
“I don’t know if an internship at a newspaper or publication is required for a PR degree, but it should be,” he says. “Those doing media relations need to do more than put themselves in a reporter’s shoes; they need to have worn those shoes.”
In my experience, most flacks can write or pitch their way out of a paper bag. Standards are so low at most agencies that the industry is the butt of media and public scorn. Time to change that…or die.