Round table: “Mutual relations of PR-specialists and mass-media in the recession” took place in the “Ukrainian News” agency on February 23, 2009 following the results of the expert poll “Golden Seed – 2008”.
Heads of leading PR-agencies, representatives of mass-media, experts of media industry and communications market took part in the work of the round table:
Results of the expert poll “Golden Seed – 2008” and ratings obtained during the poll were made public at the round table. The problem field of PR-experts and journalists interaction, professionalism of the parties and the ethic relations between them were the matters under discussion.
In the course of discussion Valentin Korolko drew attention to the problem of misunderstandings and rivalry which often arose between specialists of the affined occupations: PR-managers and journalists. The former generate news hooks and the latter inform the general public on significant events.
Thereupon, he dwelled upon the widespread dangerous phenomenon called ‘spin doctoring’.
He noted that journalists severely attacking PR-managers for spin-doctoring, frequently use that tool actively themselves as a source of exclusive information. Such journalists become accomplices of manipulative influence on readers, listeners, and spectators, and therefore bear full responsibility along with spin-doctors. Mr. Korolko’s conclusion was: “such practice of ‘deals’ between PR-managers and journalists, as well as use of manipulative methods and techniques in communications with the public contradicted the ethics of both occupations.