chapter  10
Media relations
Pages 17

M edia relations and public relations are repeatedly used as interchangeable terms,especially by journalists. The latter often express a knee-jerk antagonistic reac-tion to public relations – one journalist has even been heard to remark, ‘Without PR people, journalists would be the lowest organism in the food chain.’ It is true that early practitioners were publicists and press agents whose main aim was to gain ‘free’ press coverage at any cost, and the truth was not allowed to get in the way of a good story. Some modern-day publicists still behave in this way, such as Max Clifford, often referred to by the media as a ‘PR guru’.