News Producers to PR Professionals: 'Live Up to That Name Please!'

Some of us aren’t crazy about the moniker “flacks.” Even more are adverse to being called “spin doctors.” The term many embrace in this profession is “PR professional.”

The reason? Public relations people want to be considered pros at their jobs. They do much more than pitch and play. They want to convey expertise in a title and hope our colleagues in the media will see that professional ability every time. One catch: being professional in the process. 

That’s fine but if you are going to use that title, I have a request on behalf of many assignment desk editors and news producers: “Act like it!” Apparently, there have been issues.

Over the years, I — much like many of you — have enjoyed a bite or an after-hours adult beverage with a buddy in the media.