Tuesday, September 06, 2005


I find this interesting because of the many junk studies of all kinds that exist in every field. PR practitioners are responsible for merchandising many of them, and I am sure I have merchandised more than a few myself in spite of best efforts. We need to take extreme care, especially with medical research to make sure that findings are what scientists say they are.

Scientists are people too. Many are ambitious, vain and bucking for advancement, and their human qualities can affect their work. PR needs good statistical resources at hand to vet studies before merchandising them. It is not enough to say we are simply conveyors of other's messages.


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