And it is not flattering to say the least.
One of the interesting findings from the primary research undertaken of senior PR and journalist figures and outlined in the book is more about what PR does that is not seen, than what is visible.
Titled the “Other Invisible Side of PR” by Macnamara, he highlights that the “more invisible element of PR unseen and unrecognised even by journalists” is “PR as Counsellor”.
That is providing strategic advice to senior management. In fact, Macnamara’s findings reinforce the fact that “much PR is nothing to do with mass media.
You can’t go a day without reading about the changing media landscape. Driven by the rise of online, social, digital, the consumers are now producers (“prosumers”) of news.
The mass media is struggling to transform its business models in response. Crikey.com reported this week that Seven in 10 Australians aged over 18 say they have no intention of paying for online news, according to an Essential polling, saying that mainstream media would need to revert to “content marketing” or “native advertising” to survive.
So too PR needs to adapt – and it is. As this research by Macnamara shows, senior professionals recognise media is still an important channel, but just that, a channel. Not the be all and end all of our profession.