Opinion: Flack: A must-discuss about negative perceptions of PR

This article is written in response to the critics review of Amazon’s new series, Flack.

by Charmaine Blair, Sarah Heiman, Rebecca Moe and Daisy Johanna Uy

Our PR class of ‘21 found last Jan. 23’s op ed “Flack: A must-see about PR’s many monsters” misleading. Some of that had to do with the headline — since changed to “A must-see about PR monsters and their nasty clients” after printing. But the problem we had with it remains: the op ed’s tone made Flack sound ‘true to life’ even when John Doyle, the author, clarifies it’s a dark comedy-drama.

The reviews appear to mimic a reality show. It may drum up excitement and be fun to watch, but it’s a fictional show that is far from the reality of PR.

Yes, PR deals with crisis communications, or “challenges” as the show calls them, involving quickly responding to issues with innovative thinking like Robyn, the show’s antihero. But Flack generally reinforces negative stereotypes about an industry that is already misunderstood: unpaid and burned out interns, apathetic and depressed PR professionals, substance use to cope with a life-sapping job, a glaring lack of diversity in the profession and a workplace where deceit is not only the norm, it is rewarded.

Flack is essentially another show of people behaving badly. Robyn’s actions are presented as the results of trauma and abuse, but experiencing trauma, while a distressing issue meriting sensitivity, is not a free ticket for repeated and unabashed toxic behaviour.

It is a striking contrast from our class’s real-life experience in our postgraduate PR program.

Our first week, we discussed truth and ethics as nonnegotiables of PR work. We learned that PR was about bridging the gap between organizations and their diverse publics for mutual understanding and benefit. We were told that there are ways to create solutions that work for everyone at the table, and for the public at large.

The perception of journalists and PR professionals as frenemies may be standard in film and TV, but we were taught the dos and don’ts of working with journalists with consideration and respect. In fact, quite a few of our professors used to be journalists themselves.

We talked about how PR could further social justice and activism, using tools often maligned in popular culture as spin and outright lying. We discovered the PR professional’s role in bringing attention to stories that need to be told, and in the process, advocating for marginalized communities and individuals.

Our classmates committed to the personal responsibility of contributing to diversity, equity and inclusion in the industry, and dealing with the monsters of racism and inequity inflicting our society.

PR has some monsters, just as all industries do, but they are not what we think they are. They are not really “rude, soulless cranks” or “nasty clients,” as John Doyle says. The true monster of PR and Flack is the lack of diversity and the portrayal of the industry as mostly, if not all, white women toting designer handbags.

In fact, cocaine seems to be listed higher in the recurring cast than any BIPOC character.

Why is the show not being critiqued as yet another show with white leads? Why is it being commended for depicting acts that are unprofessional in the industry? Oh, but it’s funny?

Haven’t the likes of Sarah Sanders and Kayleigh McEnany done enough to taint the public perception of the industry?

Others might say we are taking an entertaining show too seriously. To that, we quote Sharlyn Carrington, founder and director of Content Strong, in her recent article on PR and diversity for our industry, “If we only see one image of the ideal public relations practitioner, we become programmed to believe the field is only for that one type of person.”

For decades, film and TV has shown PR to be populated by one type of person doing the work in all the ways that cross moral boundaries.

Rather than focusing on the glam and the scandal that have become uninspired stereotypes, why can’t we show phenomenal stories that are not dominated by liars and monsters? Why not create plots around characters we want to be invested in, in industries that actually look like the real thing?

If the show told stories closer to real life with real people dealing with real issues, we would be creating a picture of an industry that’s not perfect, but is doing work we can care about. Let’s replace the wildly inaccurate stereotypes with genuine PR professionals that balance truth with comfort. That could be a fun watch that’s more ‘true to life.’