Business
Myths and Realities: PR Professionals and Journalists
Fernando Henrique Ahuvia analyzes newsroom relations, the power of saying no, and the role of AI in press releases.
Fernando Henrique Ahuvia breaks down the main stigmas surrounding corporate communications and journalism. On Marketing - The Podcast, he details the reality of press releases, the strategic importance of saying no, and how artificial intelligence is transforming daily PR workflows.
Fernando Henrique Ahuvia participated in a dynamic discussion about communications myths and truths during a conversation with Bruno Gimenes on Marketing - The Podcast. In the "Offside or Goal" segment—where false claims were ruled offside and true ones were validated as goals—Ahuvia classified every premise presented as a professional myth, debunking everyday assumptions about the relationship between newsrooms and PR agencies.
The segment is part of a broader conversation exploring the behind-the-scenes dynamics of journalistic coverage and institutional PR work. In the video above, viewers can watch the full game and analysis on the friction and partnerships forged between both sides of information delivery.
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Beyond Blasting Out Press Releases
The first question raised in the segment challenged the notion that a PR professional's job is merely calling reporters to ask if they received a pitch. Ahuvia immediately rejected that oversimplification. "Follow-ups exist and they are important, but the work goes far beyond blasting out releases and chasing coverage," he explains.
The idea that there is widespread animosity between journalists and PR professionals was also dismissed. While acknowledging occasional friction during tight deadlines and reporting, Ahuvia emphasizes that professional coexistence is typically positive and collaborative when newsworthiness criteria are respected.
Newsroom Background and the Power of Saying No
When asked whether professionals with prior newsroom experience perform better in PR roles, Ahuvia noted that traditional media experience adds depth and perspective, but is not an exclusive prerequisite for success. With the growth of the corporate communications market, many professionals build successful careers directly within agencies and in-house departments.
"For me, newsroom experience provides a strong foundation and a journalistic mindset, but effective PR also requires other skills that you sometimes only develop on the PR side," he states. Similarly, Ahuvia challenged the notion that PR reps must always fulfill every press request without pushback. According to him, knowing how to decline requests is part of the strategy, provided the reasoning is clearly explained to maintain mutual trust.
Artificial Intelligence and the Future of Press Releases
The discussion also covered the impact of generative artificial intelligence on corporate writing and the rumored demise of the press release. For Ahuvia, the press release remains vital as an official brand communications channel, while AI tools serve as operational and editing support.
"I already use AI as an aid myself. I like crafting my own text and I have my own writing style, but the release continues to have its place precisely because of that. What changes is how we produce and process information," Ahuvia points out, reinforcing that the human element remains essential in reporting and shaping editorial direction.
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