Coverage of PR Awards Criticized
On behalf of the Orange County chapter of the Public Relations Society of America, I want to take exception to the article run in the May 20 business section purporting to cover our recent Protos Awards banquet.
Each year PRSA spends a great deal of effort to evaluate and recognize the best and most professional public relations programs and projects produced within Orange County from the previous calendar year. We take great pride in these awards, individually and collectively.
Your reporter, Gregory Crouch, apparently took great glee in writing a slanted, biased and strongly subjective opinion aimed at poking fun at the event and its honorees. Of 24 categories honored by the profession, only one was specifically mentioned; the one best suited for his sarcastic comments apparently.
A number of specifics:
* The headline, “Public Relations Firms Not Shy About Awards.” Of course not; there is no reason to be shy when receiving your profession’s highest local award for work well done. The Times, if I recall right, is justifiably proud when announcing the receipt of a Pulitzer or acknowledgment from the Assn. of Newspaper Editors. The latter is covered objectively and thoroughly, as have been similar awards recognizing the best in Orange County photography, advertising, public service, etc.
* The reference to “best actor or best actress” awards is uncalled for. The only “act” that members of PRSA are involved in is the process of providing accurate and timely information to media such as The Times. More than 50% of your newspaper’s editorial content would be difficult, if not impossible, to produce without the professional help of public relations practitioners.
* “On Friday morning, fax machines and mailboxes were overflowing with press releases hyping the people who write press releases.” We doubt the veracity of that statement. First, I am only aware of two releases forwarded to Greg Crouch any time on Friday, and one of those (put out by the chapter itself) was requested to be faxed by the reporter himself. Second, as the banquet was held on Thursday night, May 18, and the winners were first announced that evening, it is highly unlikely that anyone would believe that a news release could be written and delivered by mail to The Times within a matter of hours. At best exaggeration, at worst. . . .
* In the 12 minutes of phone conversation I had with Crouch on Friday, at no time did I express any semblance of embarrassment by our “industry’s lack of humility.” On the contrary, I am proud of all the fine work honored that evening and can understand the pride shown by various organizations in “tooting their own horns.”
* With almost 20 years of media and public relations experience, I have always been under the assumption that subjective reporting and opinion pieces belonged on the editorial page, not in other sections of the newspaper. I hope that this article is not representative of The Times’ objective reporting of the news.
I had hopes that by the late 1980s, both the professional public relations practitioner and the editor/reporter now understands the vital role each plays in providing accurate and timely information to the public. Further, I hope that this incident is reflective only of one reporter’s attempt to taint our profession with an old and very tired brush that should have long ago been placed on the back shelf.
A complete list of individual and organization winners honored at Protos XIV can be obtained by calling my office at (714) 476-1009.
ROLF C. RUDESTAM
President
Orange County Chapter
Public Relations
Society of America
