Public relations professionals and journalists have always enjoyed a tenuous, though mutually beneficial, relationship. In today’s rapidly declining media landscape, that relationship has reached a critical point. As PR practitioners, we have a unique responsibility not just to our clients, but to the broader public and the principles of truth, transparency, and accountability. With media under attack, now more than ever, it’s time for us to step up and support the vital role of journalism in our democratic society.

A free and independent press is the cornerstone of a healthy democracy. It holds truth to power, uncovers rot, and gives voice to those who might otherwise go unheard. For PR professionals, a robust media ecosystem is also essential to our work. Our ability to tell stories, shape narratives, and build trust depends on the credibility of the platforms and journalists we collaborate with.

Today, journalism faces unprecedented challenges. Public trust in media has eroded, fueled by misinformation, polarization, and the relentless pace of the news cycle. Journalists are under immense pressure to deliver stories quickly, often at the expense of thorough fact-checking. We haven’t even touched the financial troubles and corporate overlords destroying a free media. And while the media isn’t perfect, it remains an indispensable force for good. 

How PR Professionals Can Make a Difference

The good news is that it’s not hard to support journalism. Here are actionable steps we can take to contribute to a healthier media landscape and be better at our own jobs:

1. Uphold ethical standards in your work

• Say no to ‘toxic sludge’ clients: Refuse to work with clients or organizations that engage in unethical practices, spread misinformation, or harm the public good. The number of major PR firms that represent dictators is appalling! Clients, here’s where you can also make a big difference. Demand that the PR firm representing you not also represent forces of evil. Integrity should be valued more than stock prices. As we’ve seen from crisis communications, once you lose your integrity, it’s a long road back to recover it.
• Fact-check relentlessly: Before disseminating any information, verify its accuracy. While you should trust your clients just as they trust you, think of it as doing due diligence to protect your client’s reputation. Your credibility, and that of the journalists you work with who rely on your veracity, depends on it.

2. Advocate for transparency and honesty

• Educate your clients: Help them understand that transparency and honesty aren’t just ethical choices, they’re good business especially amongst that coveted target demo of Zoomers. Brands that own up to mistakes and communicate openly often earn public trust and loyalty. A brand that doesn’t lie can earn forgiveness for its mistakes.
• Lead by example: Demonstrate the value of ethical communication in your own practice. Show clients how integrity can enhance their reputation and long-term success. Be honest with your clients the same way that you want them to be honest with their constituents.

3. Support legitimate news outlets and combat misinformation

• Build trust, not barriers: Foster honest, collaborative relationships with journalists. Don’t withhold information, mislead, or retaliate against critical coverage. Provide easy access to your clients. There’s no need for you to be the gatekeeper. 
• Amplify quality journalism: Share well-researched, credible stories from reputable outlets. Help counter the spread of misinformation by promoting accurate reporting from legitimate news outlets.
• Monitor and debunk: As media monitoring experts, PR professionals are often the first to spot false narratives. Take the time to debunk misinformation and alert others to its presence.

4. Give back to the journalism community

• Support Press Freedom organizations: Consider donating time or resources to groups like the Committee to Protect Journalists or the Center for Investigative Reporting, which work tirelessly to defend press freedom and uphold journalistic integrity.
• Offer pro bono services: Use your skills to support nonprofit news organizations or initiatives that promote ethical journalism.

Above all, as public relations professionals, our obligation is to the public, first and foremost. We have a civic duty to use our skills to disseminate stories that are honest, truthful and provide value to the public that we all serve as citizens.

In a world where misinformation spreads faster than ever, and trust in institutions is fragile, PR professionals can be a force for good. Let’s use our skills, our platforms, and our influence to champion truth, defend transparency, and uphold the principles that make democracy possible.

Written by Katy L.

Recently, brain game company Lumosity was slapped with a hefty $2M fine by the FTC. The reason? FTC claimed that Lumosity’s brain training ads are misleading and false advertising. The language used in Lumosity’s ads were the clear culprit. Specifically, touting medical/health benefits without backing up the claims with science and data naturally irked the FTC.

Other companies have faced similar accusations of glitzy marketing glossing over faulty science, including Hampton Creek, Theranos and even shoe brand Sketchers. The case against Lumosity highlights truth in advertising and PR.

Often, PR language imitates marketing/advertising language (for brand consistency). When we repeat these claims that turn out to be false and/or exaggerated, we’re perpetuating bad practices. Food and health brands have to be particularly sensitive to the language being used, but this scrutiny should be applied across all markets.

Many PR pros see little to no problem with repeating misleading claims in email pitches to reporters. However, making grandiose claims to a journalist in an email pitch is just as harmful as splashing said claim across a gigantic billboard. Journalists pick the language up, potentially repeat it, or more importantly, they call you out on it (something more reporters should do, frankly).

If you’re using PR language like “first to market,” “only one of its kind,” and more critically, “improves your brain memory,” you better have the data and/or science to back these claims up. Using this language in PR is just as dangerous as using it across advertising channels. There might not be an FTC oversight but you’ll create more harm for your client or brand than you will interest. And it’s just frankly wrong.

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