The ever-rising flack-to-hack ratio
There are now more than 6 PR professionals for every journalist in the U.S., as Bloomberg notes.
- Flacks are more in demand than journalists are, if pay is any indicator. The average PR worker took home about $20,000 more last year than journalists did — a gap in pay that's moderated in the last few years, but is still much bigger than it was in 1997.
The bottom line: Corporations — which often have PR folks within the company while simultaneously being repped by outside PR shops, too — are inevitably telling the crafted stories they want to tell.