A recent op-ed in the Los Angeles Times, “Who is Hope Hicks, and What’d she do?” by Virginia Heffernan has struck a chord among PR pros.
Newly appointed Hicks, 29, is the third director of communications for the current White House, and the youngest in history to hold that position.
While news of her relationship with former Trump Staff Secretary Rob Porter was not the subject of Heffernan’s editorial, the author’s portal of Hick’s job as a “flack” is what’s sending shockwaves throughout the public relations industry.
For those unaware, a flack is a pejorative term sometimes used by journalists to label less-than-scrupulous public relations people, not to be confused with a “hack,” which connotes a security breach or taxi driver, and is a term occasionally used to label a “sloppy” journalist. Both have negative connotations.
According to Heffernan, Hicks was born into a “family of high-level flacks, whitewashing the unsavory practices or grave misdeeds of Texaco, the NFL, Harvey Weinstein and Donald Trump,” a reference to her family’s work as crisis communications counselors, and now as the White House communications chief, potentially deceiving the public regarding an obstruction of justice charge.
Right, wrong or indifferent, op-eds are opinion pieces. And the author of this one certainly got it wrong when she wrote, “lying to the media is traditionally called PR.”
No, it’s not. It never was and never will be.
Ironically, the PR industry at times may grapple with its own image problem. However, references to spin doctors and flacks only perpetuate a stereotype.
PR pros are essentially spokespeople, not always necessarily quoted in stories, working in the background, assisting reporters to help them do their jobs. Whether representing a brand, association or publicly traded company, PR practitioners are usually the first point of contact between reporters and clients. Building meaningful relationships with journalists based on trust is paramount to effective media relations, and to the livelihoods and careers of many public relations executives.
Although the percentage has slipped from 2016 to 2017, PR practitioners are still the third most important sources of information for journalists, behind subject experts and industry professionals, according to the 2017 Global Social Journalism Study.
One can agree that it takes a certain skill to effectively navigate any crisis communications situation, especially in a hostile media environment. Reporter deadlines coupled with mounting pressure only adds to the stress of providing timely, accurate, and credible information. But that is what makes the PR industry so specialized.
Every profession can have bad actors, or those on occasion that make mistakes, but the PR industry abides by a code of ethics, values vital to the integrity of the profession as a whole. It’s not fair, nor appropriate, to single out one instance to characterize an entire industry.
Lying to media only gets PR practitioners shunned as ineffective communicators, which often leads to loss of clients, loss of jobs, and the end to careers.
— George Medici, firstname.lastname@example.org