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REVIEWS: Caroline White Publish and be pampered BMJ 2003; 327: 348 [Full text]

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There's more to PR Publishing

Petra M Boynton   (14 August 2003)

There's more to PR Publishing 14 August 2003
Petra M Boynton, Non clinical lecturer in health services research Open Learning Unit, Department Primary Care and Population Sciences, UCL Send response to journal: Re: There's more to PR Publishing	Caroline White has clearly shown how journalists are now being offered the 'free lunch' (and other treats) that used to tempt GPs (1). However, there is another side to PR involvement in health journalism we should be equally concerned about. Prior to a story reaching a journalist, as outlined in White's article, a story has to be written. Increasingly PR companies are utilising social scientists and medics to lend credibility to such stories. The result is that you cannot open a newspaper or magazine without seeing the results of a 'new survey' that tells us that men in Bristol make the best lovers, or ladies from Luton are most likely to be depressed if they can't find a bargain in the sales. Of course, the 'science' behind most of these stories is largely suspect - even if those who complete the research are qualified. Since most of the stories are seen as lighthearted not much attention is paid to them. But we do need to focus on them since many overlap into the fields of health care. The public may not realise that the study they're reading about has no basis in evidence, no ethical clearance, hasn't been published nor subject to peer review, and has actually been carried out over a three day period. As PR companies have far greater budgets than universities or other organisations, they can ensure their research hits the headlines - pushing more reputable and rigorous research out. We need to educate the public and journalists to differentiate between a 'quick and dirty' PR based 'study' and a well-conducted rigorous health research. And ensure the latter is the story we all get to hear about. 1. White,C. Publish and Be Pampered. BMJ 2003. 327:348 Competing interests:   I have completed PR funded research in the past.