Business Hilights
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The deepening industrial rancour between journalists and PR experts

By Anthony Elikene
Why is the PR profession always getting the blame when journalists who operate as spokesmen commit grave blunder?
The spokesmen and media team of all the parties are trained journalists not trained PR practitioners or professionals and this has been causing industry rancour as many including politicians always mix up the professional borders of both industry players.
But people are quick to blame PR when the same journalists they enlisted goof in a profession they have no training to manage.
This is why a Reuben Abati (journalist) on behalf of PDP, and Femi Adesina (journalist) on behalf of APC, will be exchanging insults over the slightest criticism by opposition.
No strategy, no game plan, no research, just write full-pages, talk hard, and insult everyone, who dares to talk down at your principal.
Guess who gets the blame – the PR profession gets the blame, not journalism.
Any journalists operating as a spokesman to any: politician, private or public figure, NGO, corporate body, event, product/brand, political party, government etc, without the two requisite qualifications (professional and practicing) is a quack and the cause of our overheated polity.

*Elikene wrote in from Lagos