Of bunnies and hacks

By Claire Gibson

There’s been much discussion regarding some recent postings on UK journo blog Getting Ink, which wonders whether or not it’s ok to refer to PRs as ‘bunnies’.  It's a bit of a potential minefield/rabbit trap even trying to address this question, but here goes... 

The term ‘bunnies’ is pretty loaded when you think about it - from fluffy woodland animals to Playboy. On the one hand, it's easy to describe as a harmless, even affectionate term ie. if you take offence at it then you’re obviously a stuffy, boring stick-in-the-mud who can’t take a joke once in a while. 

I personally think that most people - even PRs! - don't mind a bit of ribbing... but when it becomes the ‘default mindset’ for journalists, it starts to become just a little bit offensive.  Not to mention hypocritical - journalists can sometimes be just as fluffy-headed themselves.

For example, I recently pitched two customer stories to separate journalists working at two very high profile publications.  My emails were very clearly marked in the subject line as ‘possible case studies’, and didn't look remotely like press releases in tone, format or length.  However, BOTH journalists interpreted these emails as press releases, and one even submitted it as a news item in that week’s issue.  Now, this is fine by me - if you want to run old news, then please, be my guest. But who's being the 'bunny' here?

Of course, in all this pot-kettle-black business, there is a basic paradox - that while it’s fine for us PRs to slag each other off now and again, and perhaps even use the ‘bunny’ term of abuse, it’s not always welcome from a hack. I’m sure it works the same way in the journalistic fraternity too - but of course, that kind of secret isn't likely to fall into our furry little hands now, is it…?

Comments

[Sally Flood]

BUNNY is very egalitarian sort of term when used by a journalist (honest) - it's not female-specific, it's not age-specific, and it's not generic - you have to behave in a very particular way to earn the bunny moniker in my book.

It isn't pleasant when someone demeans your profession - just ask any journalist who's read one of those surveys about how we rank just above the Iraqi national guard in terms of popularity. But as one of my all-time favourite song says: "Life is unfair. Kill yourself or get over it."

[Joe Banks]

Thanks Sally, looks like we're in agreement. And top marks for the Black Box Recorder ref!

[Sally Flood]

the question is joe, did you really know that song or look it up on t'interweb???

[Tom]

Prefer 'girl singing in the wreckage' myself...

[Joe Banks]

Oooh, a scurrilous accusation! ;-) I got a promo of Child Psychology from Mr CD in Berwick Street before it even came out. I'm a big Luke Haines fan...