Going to the Dark Side

By Kim Edwards

The rivalry between press and press relations could (with a little imagination) be compared to that of the Jedi Knights and Storm Troopers. We'll let you decide who is who but the bottom-line is they've had some Vader sized battles and still, together, tell a great story.

But what happens when the news is bad? The questions tough? How can we better relate and better understand each other? And, can we truly "transition" from one side to the other. Those are some of the questions we hope to explore, perhaps even answer, at our upcoming March Forum.

Several current PR representatives started out in television or print and hold major positions: The Mayor of San Diego's press secretary, Chula Vista Police Department's Public Information Officer (PIO), City Attorney Mike Aguirre's press aide, and (until recently) the San Diego Sheriff Department's PIO. Like it or not, many of us are dangling from the same family tree and in San Diego, the roots run deep.

We'll also talk about making the transition and what to expect. "The big adjustment is dealing with unrealistic expectations. You can't just snap your fingers and get your issue, topic, or boss on TV or in the newspaper," says the Press Club's own, Gayle Falkenthal. "You also have to be very patient resending materials, doing a journalist's work for them, and cheerfully accepting calls 24/7 that interrupt your life. You HAVE no life if you do it right!"

"That's very true," agrees Colleen Rudy Windsor, Mayor Dick Murphy's press liaison. "It consumes your entire life. At the end of the day (reporters) put their stories to bed. I never have an "end of the day."

Working together, reporters and public relations specialists can get out the information and make it interesting. Knowing who to offer up for interviews, making sure to put your best sound bite forward is appreciated on both sides.

One of Yoda's teachings in Star Wars is: "The Jedi strength flows from the force, but beware the dark side." Hopefully, our forum will change some minds about that.

Posted Feb. 2005