- Oil on the wheels of business, or a load of bollocks?

One journalist asks: What does the age-old industry practice of “doing lunch” really serve?

By Anonymous for Media News, Mediaconnet.com.au The tradition of an expensive PR-bought lunch for a journalist is as old as the media industry itself, but when did it become the only way to build a relationship with someone? It’s a common scenario. The dining environment is stunning, a waiter brings out the perfectly cooked lamb shank and a robust shiraz to wash it down, but there is a bitter taste in the back of your mouth.  The slick PR schmooze. It’s no secret that PRs love throwing a fancy lunch. The gourmet cuisine, the expensive wine, the harbour views all contribute to the perfect ego-stroking exercise for everyone involved. There is no shortage of willing journalists to take up the offer. But what does the age-old industry practice of “doing lunch” really serve? Why do journalists need to be treated like rich banking executives in order to give PRs any face time? Surely if a pitch or story idea is good enough the journalists will listen. And if a meet-and-greet is required why can’t this be done over coffee?

On the other side of the coin, why do PRs depend on expensive lunches and providing free booze to build a relationship with someone? This rant isn’t about the ethics of a journalist accepting a lunch. That’s for the journo to decide. Why can’t PRs just focus on establishing a personal connection with a journalist and let the rest take care of itself? Somewhere amongst the three-course meals, the Michelin-starred restaurants and empty bottles of booze - not to mention the endless “perks” - the industry seems to have lost the idea of developing a genuine connection with another person. If there is an actual relationship the business side will flow naturally (and make the lunches more enjoyable as well).

Mediaconnect.com.au reader comments # It’s actually interesting that press conferences and media lunches are back in vogue. There seemed to be a while there when nobody was doing them, but there’s been a steady stream of them last couple of months it seems. Considering every one is supposedly increasingly time poor and also that companies are watching their spending, it’s an interesting trend!

# I didn’t think they went out of vogue - thought they just came and went with the ebb and flow of product release cycles in a natural organic way (cue the Eyna music!). I can see why some PRs desire a swanky A-list lunch event, especially for a visiting veep who expects that this is the measure of success and How Things Should Be Done. But while I personally don’t mind a lunch it’s _never_ a drawcard - I go for the event and the content. I’d happily do cheap’n'cheerful for the sake of a worthy product/PR agency rather than waste hours of my day on five-star dining for a product or service with zilch appeal and even less value.

#It’s a question of saying “we value your time.” Journos have completely different time pressures these days, staff numbers are cut, there is less resource and greater pressure to generate news and content for multiple environments. At the same time, journos aren’t daft and they know when the strong arm is on them. The slicker the environment, the more expensive the lunch, the more inference can be taken. I can only speak for myself but we used to, back in the good old days just do a yum cha at the regal, get a group of journos together to meet a client in a ‘no sell’ environment. It was in all honestly just an opportunity for the journo to meet someone, establish in their own minds if they thought he/she would be a valuable contact. It wasn’t horribly expensive and it was usually a good laugh - ahh, those were the days!