Let’s face it. Journalists have vested interest to keep their publications alive. The survival of the publications is highly dependent on eye-catching, creatively constructed content and journalists have to make vital decisions on picking the right story. They need stories that sells in order to get their readership numbers high for print or create a story angle that has a glue effect that users/readers stay on the site for at least 15 seconds to avoid high bounce rate.

The key matter of discovering meaningful data is the right approach in carving out findings. Let’s be honest here, in every profession, there are deceitful practices and there are authentic ways.

“Any tool can be good or bad. It’s really the ethics of the artist using it.” John Knoll

Public Relations is an age-old profession and is believed to have started ever since mankind begun communicating with one another. From the pigment painting found on a cave wall to the modern-day social media; it is all meant for one person to send an opinion to another.