An Interview with Dennis L. WILCOX, Ph.D. Director, School of Journalism and Mass Communications, San Jose State University, California
C@M: Does the PR strategy means that a certain company organizes activities as mentioned above and has funds for advertising them, or these two segments are totally separated? Do advertising campaigns depend on the PR strategies or are there different budgets for them?
Dennis Wilcox: The main point seems to be about the treatment of news releases from organizations as a form of paid advertising. This is a major problem in the countries of the former Soviet Union where newspapers struggle for sufficient revenue (from subscriptions and advertising) to survive in a capitalistic, market economy. As a consequence, newspaper and magazine editors often ask companies and organizations for payment to publish a news release about a product, an event, or a particular situation. Thus, the idea is firmly established that a news release is just another form of paid advertising.
This practice, paying for the publication of a news release, is not done in the United States and Western Europe. In these nations, news releases and paid advertisements are totally separate entities. News releases are sent to the news department and are used, in part or totally, based on their news value. Editors make the decision to publish information from a news release using traditional news values and there is never any thought of having the organization pay for publication. This gives the editors total authority to reject a news release if it isn't newsworthy --- and many news releases are thrown away because they don't meet basic news values.
In contrast, advertisements are sent to the advertising department of a publication with the clear understanding that the organization is buying space. Thus, an advertisement is published exactly as the organization prepares it -- and no editor or reporter changes the copy or format. Readers also know that the space has been paid for -- and can thus judge whether the information is credible or reliable.
The problem with editors and publishers accepting money for news releases is that the reader doesn't know what news items in the newspaper or magazine are "paid" and which ones are included because editors exercised their independent judgment. If the reader knows that news space can be "bought," it erodes the entire credibility of the publication.
The International Public Relations Association (IPRA) has gone on record opposing the practice of charging organizations for the publication of news releases. It undermines a free and independent press, and it really says to the readers that the newspaper can be "bought." Editors should only use news releases if they are newsworthy -- not because someone gave an editor some cash in an envelope. It is very important to consider news releases and advertising as two totally separate entities.
C@M: Do you think there is a global trend for focusing on organizing events than advertising the solutions and products of the companies?
Dennis Wilcox: Yes, there is a global trend for companies and organizations to sponsor events in order to get brand identification and enhance their reputations. Sponsored events, everything from the Olympics to a music festival, is a good way for an organization to do something for the community and also reach potential customers. Events are also covered by the media, and so a company like Coca-Cola gets a lot of media exposure.
C@M: Do you think that a magazine which advertises a product/solution of a company may publish (from the ethical point of view) a negative, but realistic article about that company (of course, not about the advertised subject) in the same issue?
Dennis Wilcox: A newspaper or magazine should have the independence and freedom to run news articles that may be critical of a company who also advertises in the publication. The news operation of a newspaper or magazine is supposed to be independent of the advertising department. If advertisers can also influence news content, the publication loses a lot of credibility. That is not to way that publications can ignore advertisers. In many cases, as in the former Soviet Union, a publisher cannot afford to get an advertiser upset because they will withdraw its advertising -- and the publication may suffer financially. This is one of the realties of journalism --- advertisers should not influence content, but often they do.
C@M: Is there a negative impact (lack of originality) coming from the press releases on the journalistic articles because most of the journalists use the content of these documents without analyzing and interpreting them?
Dennis Wilcox: Many news releases are poorly written and contain no newsworthy information. In many cases, they do read like an "advertisement." This is because many news releases are written by advertising agencies and not professional public relations firms. Such news releases should be thrown away by editors because they don't meet journalistic standards. The best news releases are written in a journalistic style and contain information. They should not "hype" a product with flowery adjectives. If a company wants to tell the world about the great attributes of its product, then the editor should suggest that they contact the advertising department.
C@M: Do you think that Internet PR has a negative effect on the bidirectional communication process (essential for the PR strategy, based on dialogue with the publics) because the face-to-face contacts will be diminished? (Internet is good for its rapidity, but not for the personal contacts.)
Dennis Wilcox: The Internet has made information readily available 24 hours a day, seven days a week. A news event, through the Internet and satellites, can be flashed around the world in seconds. Public relations people use the Internet to distribute information through web sites, chat groups, etc. and even to reporters. But the Internet is only a channel of communication and information; it doesn't replace face-to-face contact.
C@M: Do you intend to analyze the European PR aspects?
Dennis Wilcox: I've done some analysis of European PR aspects -- particularly in the nations of the former Soviet Union. I've been a professional-in-residence in Estonia; given workshops in Lativa, and have visited public relations professionals in Georgia, Kazakhstan, and Azerbaijan.
Summary of Background:
- Dennis L. Wilcox, Ph.D., is professor of public relations and director of the School of Journalism &Mass Communications at San Jose State University in California. It is the largest school of its type in the San Francisco Bay Area and northern California with more than 600 students. The School of offers nationally recognized degree programs in Advertising, Journalism, and Public Relations, plus the M.S. degree in mass communications.
- Professor Wilcox is the author of several leading textbooks. The major book is Public Relations Strategies & Tactics (6th edition) used in more than 300 American colleges and universities and also adopted by many educators in other nations. His other books are Public Relations Writing & Media Techniques (4th edition) that is used in more than 125 American colleges and universities, and Essentials of Public Relations.
- Dr. Wilcox is on the editorial review board of two scholarly journals: Public Relations Review and the Journal of Public Relations Research. He is an accredited member of the Public Relations Society of America (PRSA) and been inducted into that organization'™s College of Fellows for lifetime achievements.
- His other memberships include the Arthur W. Page Society, a group of senior public relations executives, the International Public Relations Association (IPRA), the International Association of Business Communicators (IABC), and the Association for Education in Journalism & Mass Communications (AEJMC). In 1984, Professor Wilcox was named by PRSA as the 'outstanding educator' in the U.S.
In 2000, PRWeek named him one of the top ten public relations educators in the United States. - Prof. Wilcox has been a lecturer and workshop leader in many nations. His visiting professorships include Rhodes University South Africa, Chulalongkorn University in Thailand, Queensland University of Technology (QUT) in Australia, and a Fulbright scholar appointment at the University of Botswana in southern Africa. In addition, he has been a professional-in-residence for the Ministry of Foreign Affairs in Estonia and has given workshops in a number of nations, including Lativa, Russia, Mauritius.
- Prof. Wilcox'™s major area international activity at the current time is serving on the national selection committee for Muskie Fellows in journalism and mass communications from Russia and the new nations of the former Soviet Union.
- Dr. Wilcox has a B.A. degree in international relations from the University of Denver, a M.A. degree in journalism from the University of Iowa, and a Ph.D. from the School of Journalism at the University of Missouri. He is a former chair of the PRSA educator'™s academy and the public relations division of AEJMC.
