It's all about journalists spreading misinformation. Dangerous misinformation.
We are continually told that Perth's hot weather is ideal beach weather. Channel 9 told us so last night, as Perth heads for a 39C day today – the first of the annual heatwaves.
Bloody irresponsible. Journalists mustn't know anyone that's had skin cancer.
This type of reporting is trite, but is also insidious and irresponsible.
What's it got to do with PR? Well, I'm going to run a PR campaign against idiotic journalism. This could also include things like over-use of unnecessary adjectives (i.e., gruesome murder). But it won't.
It might even save someone's life.