The relationship between PR consultants and journalists is an interesting one. A fine balance must be maintained in order to assist the journalists while their impartial stance remains intact. PR works in that coverage is gained because stories appear on editorial merit. Anyone can pay for an advert to be printed and the public recognise that fact. A story written because it has captured the imagination of the journalist and is believed to be of interest to his or her readers, will be received by the public with much greater respect. This is why the Institute of Public Relations estimates that PR is worth three times the value of advertising.
We hope Cambridge continues to have a wealth of experienced, balanced and knowledgeable journalists to support the businesses and individuals of our unique City.
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