Julian Henry, the PR man for Will Young and Victoria Beckham, says much of public relations is a waste of time. In his column for MediaGuardian this week, he castigated his own industry for failing to engage with the media, wasting time instead "writing strategies, Q&As, positioning documents briefing packs and countless other bits of waffle". Meanwhile Mark Bolland, a former PR practitioner of the year, claims that when he worked for Prince Charles, the future king authorised him to brief the media directly about his controversial views, such as the time he "boycotted" a dinner for the president of China.
Henry and Bolland are men with clear visions of what PR should be about. They are streetfighters who are not afraid of direct contact with journalists. There are many others like them, but many more who seem to be scared of picking up the phone. Such people, says Henry, should just go and work in advertising instead.
