And finally…. The joy of PR fluff
by Clare Daly, Director, Morrow Communications
A local editor recently wrote that ‘few people become a journalist to churn out PR fluff while pretending it’s news’.
The description brought to mind a vision of, in the words of Bridget Jones, a PR gal who ‘waltzes around in a see-through top and fannies about with the press releases.’
The reality is that PR fluff brings immense joy to our everyday lives.
The ‘And finally…’ segment of news programmes, typically the last few minutes of a show, is reserved for success stories from people, groups, charities and businesses across our local communities.
They are stories with a feel-good factor, leaving audiences with a sense of optimism, warmth and connection to balance the typically negative news that precedes it, and I would argue we could do with more of them. These stories often spotlight interesting careers, creativity, resilience, charities, award winners, and the people making a positive impact on the world around us.
And where do many of those stories come from? Usually, via a PR professional.
From Northern Ireland hosting the world’s first ferret Grand National and launching a mascot to represent the potato industry, to promoting a 1,000km charity walk or sharing the story of a quick-thinking, life-saving supermarket cashier, we have proudly helped source, tell and share stories that bring to life the heart and ethos of everyday people and businesses.
In a media landscape often dominated by crisis, conflict and controversy, there is enormous value in stories that make people smile. The public appetite for them is obvious. That’s why editors continue to feature them, audiences continue to read them, and broadcasters continue to end their programmes with them.
Journalists who take an interest in these fluffy, warm and fuzzy stories play an important role in not only bringing joy to others, but also inspiring, spotlighting and championing particular skills, achievements and causes through the news they tell. Journalists also help us see beyond the initial story, considering alternative angles, different viewpoints and additional voices that bring fresh perspectives.
Ignoring ‘PR fluff’ for a moment, the communications and media industries are, in reality, closely interwoven. While I still occasionally ‘fanny about with a press release’, most of my time spent working with journalists involves pitching and sharing wider business, economic or profile stories, facilitating media requests, responding to investigative articles, providing rights of reply, fact-checking, and supplying accurate background information and context. This is even more important in an age of AI, misinformation and content syndication.
What is becoming increasingly common are requests for comment or responses to a list of questions with very short deadlines on stories that may have been in development for weeks or months. Sadly, it often feels like a box ticking exercise and can create the impression that a writer has already settled on their angle before receiving the facts or wider context to ensure true balance. Regardless, PR professionals play a crucial role in helping journalists get answers and helping organisations facilitate requests.
Perhaps that is the real value of media relations in the context of PR. Yes, it helps organisations communicate, protect reputations and share information but at its best, it also helps uncover stories worth telling and connects them with the audiences who will value them. Whether it’s a major business announcement or a tale for ‘And finally’, good PR is ultimately about people, and people will always be at the heart of good news.