The “Terrible Balancing Act” of PR Professionals

On Meet The Press, President George W. Bush’s press secretary Ari Fleisher pointed out that the White House press secretary’s desk “literally sits equidistance between the front door of the Oval Office and the podium in the briefing room on the other side of you. And the press secretary is paid to represent the president. But you also have to work with and represent the press corps. And it’s a terrible balancing act.”

While the White House press secretary is a very visible example, this is the balancing act all public affairs and public relations professionals perform every day.

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4 PR Lessons from Donald Trump

No, I’m not going to pontificate about whether Trump’s feud with the media is a brilliant strategy (he did make his mark on reality TV by knowing that “controversy sells”) or just a personal thing (who wouldn’t feel “demoralized” by negative media coverage, as his press secretary says Trump is?).

But watching all this as a PR professional, the constant discussions about the role of the media bring up important reminders of the current media landscape we should be keeping in mind.

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