15 May 2008

Lazy media exposed

Matt Hayden does “sit down comedy” (he writes a blog). His irreverent swipes, however, became national news this week when he said the leader of the WA Opposition may have mishandled a quokka (a small marsupial found on Rottnest Island off the coast of Perth.

While it has nothing to do with PR, it has everything to do with journalism (our close neighbour) and how easily the media is fooled (and how slack they are).

After apologising to Buswell, Matt said: “Now it has become news in the mainstream meeja. Which I’d say makes the meeja the bloody joke, wouldn’t you?”

The incident highlights how easy it is to pass non-news as news, simply because journalists are too lazy to check their sources.

In a roundabout way, it’s encouraging for (ethical) PR practitioners, as it highlights another trend in the media: that they are becoming so short-staffed there is little time to check stories.

More: http://www.prlab.com.au

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The PR Lab is a consultancy, specialising on research, reputation management, social media, media relations and the development of measurable strategies that produce results. It is run by Dr Greg Smith, a former journalist and PR professional. Greg worked on daily newspapers in Sydney, Brisbane and Perth. He held senior PR positions in the Australian Defence Force, Sydney Olympics and national not-for-profits. He has also lectured in PR at Edith Cowan University and the University of Notre Dame Australia.