PR, media must ensure open exchange of ideas

The media landscape in the region is at a tipping point, say communication executives

The PR industry is evolving but must demonstrate to the public that it is a positive force for truth, accuracy and the free and open exchange of ideas in a changing media landscape. That was the key takeaway from the opening session of the In2 Innovation Summit Mena, held in Dubai on Thursday.

Hosted by public relations agency ASDA'A Burson-Marsteller, the panel, titled PR & The New Trust Equation, gathered experts from the fields of communications and media from the region.

Moderator Sunil John, founder and CEO of ASDA'A Burson-Marsteller, warned that the media landscape was at a tipping point, with the rise of fake news and algorithm-driven content creating echo chambers and threatening to further erode trust between the public and media, governments and organisations. "Big tech is not neutral," he said. "Some people are comparing its influence to 'big tobacco' of old. Do we need regulation to deal with that? That is one of the big questions of the day."

Asked "who is more trusted? PR or news media?" panelist Brian Lott, head of corporate communication, Mubadala, said that despite the rise of fake news, he thought the public still believed in media more than PR, adding that communications had a big role to play in rebuilding trust.

Faisal J. Abbas, editor-in-chief of Arab News, warned that new media platforms were undermining the legitimacy and reputation of traditional media. He warned that the role of censor or regulator should not be played by government, and that the platforms themselves should better police their content.

Valerie Tan, vice-president public relations, social media, internal communications, at Emirates, said media had much more to lose in the current debate. "People have always understood that PR and advertising has an agenda . now they realise that news outlets come with an agenda too."

Paul Holmes, chair and founder, The Holmes Report, warned that the biggest danger came not from fake news itself but from attacks on legitimate news stories.

Abbas criticised the industry for "being on the defensive" over the allegations of 'spin'. "We need to agree that perhaps most of the world looks at the PR industry as lobbyists," he said. "You are hired on behalf of client, not the people, and you are paid to do a particular job, and they want value for money."

John added there was a responsibility for PR professionals and media to ensure a free and honest exchange of ideas.

- business@khaleejtimes.com