If you are a journalist, you definitely hate public relations, and as for the rest of the population, it depends how apathetic you are to a story. Perhaps this is why the industry whose job description includes ‘the planned persuasion of people’ gains so much negative coverage in the media.
Conceivably then it is no surprise that Mr. Morris, now a visiting professor at the University of Westminster, today joining us from Coventry University for yet another instalment of Coventry Conversations, is aiding the defence of the industry that has made him the most powerful man in public relations.
He began describing the industry as having a ‘powerful Machiavellian’ quality, in terms of political PR, which I find myself agreeing with – if there is one word to describe PR it is definitely Machiavellian. That need to hold the power of virtue, so the public see you in a positive light, yet be cunning in the production of your work.
However, he went on to contrast this with a new ‘sexy’ version of PR that is a result of recent pop culture influences, such as the character of Samantha in Sex and the City and the role of Edina in Ab Fab, who so eloquently said,
‘I make crap into credibility’, which makes the industry of public relations look much more appealing and easy to graduates. So much so that PR is now the third most wanted job for graduates across the UK.
As he followed on from this to state that, ‘journalists need to be honest about their dependence on PR’, I felt that he was not only making a statement towards the relationship of journalism and PR, but also about PR itself.
When Morris first started in this industry, no – one really knew what it did, and definitely did not see it as a ‘proper’ job, which illustrates how far this sector has come in the public eye.
It is not accurate to say that public relations have just come into fruition in the past 20 years, but more precise to comment how the industry has built itself up. The ‘amoral industry’ as Morris so shrewdly puts it, is now enticing to graduates; the pay is exciting and the lifestyle too.
Nevertheless, as the small print warns of the precariously vast egos and the substantial workload – I would advise going into the industry with thick skin and sleeves rolled up.