Public relations practitioners are the “behind the scenes” men and women who assist companies in good times and bad. They help companies get noticed and achieve balance reporting. We can train people to sit in front of television cameras and remain “on message” about an issue or a product. But it’s rare we’re the source of the story.

Today “The Australian” features a front page story on the media management of a high profile legal case. In this case the public relations firm and its client are the story - the print edition features investigative-style photographs of two PR people leaving court.

The article does not question the role of the public relations person - the reporter notes that it’s standard practice for a legal firm and/or company to have a PR firm available to assist journalists. What is under review is the practice of issuing media releases and “backgrounders” to journalists while a motion is being heard in court.

What the article does show is a shift in media opinion against the company and its agency. When the public relations firm becomes the story then the story is always going to be bad news.