Why are media companies bad at briefing the media?

Tomorrow's Business

A clear PR rule: media companies are terrible at talking to the media. You think they’d excel, understand exactly what was required. But no. Newspaper groups are the worst of the lot, in my experience, handling internal communications even more badly.

There are notable exceptions. Sky for example – its internal and external people are excellent.

21st Century Fox is the reverse of excellent. If there was someone talking sensibly today about the European anti-trust raid, they didn’t speak to anyone here.

The repeated question about this arm of the Murdoch empire is whether it is a fit and proper owner of Sky.

Fit and proper companies explain themselves in public and to the press. It’s part of the deal.

It might be coincidence that Fox doesn’t do this. It feels symptomatic of wider issues though.



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