This month we found out from the Office for National Statistics' 2015 Labour Force survey that there are now 55,000 PR professionals in the UK - that's up almost 50% in two years, writes David Benigson of Signal. But the number of journalists has fallen 9% to 64,000. At this rate, it won’t be long until that fated day where PRs outnumber journalists in the UK. We hear regularly that in the US there are 4.6 PRs to every journalist (US Department of Labor), and the UK looks set to join this trend.
I recently blogged on how the phrase ‘fake news’ has evolved. And how in the majority, it’s been politicians, broadcasters, and celebrities that have played the role of both victim and perpetrator to the fake news mudslinging. However, in the business world, when the mud of fake news sticks the cost can be significantly more than a dry cleaning bill. Public sentiment towards the brand can shift tarnishing its reputation and consequently cause the company’s share price to suffer.
By David BenigsonThere’s been an explosion of so-called fake news in recent months. Reports of fakery, fabrication and misinformation have hit fever pitch, particularly during election season. While fake news is nothing new, it’s gained momentum, and notoriety, as news consumption has shifted from traditional print to online news to social media. We each have a responsibility to independently verify data and check information before we quote it, share it and spread it further.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".