Toni Falconi’s blog about objectivity and the relationship between journalists and PRs got me thinking about the old chestnut of who needs whom more – journalists or PRs. Sitting listening as an associate berated a local news editor because they ran an exclusive story too early made me realise that as with any other commodity, news is just that – a commodity that requires bargaining, negotiating and diplomacy skills on both sides. Toni Falconi talks about “Relative Objectivity” which can lead to a competitive advantage for both parties.
In reality, what we’re talking about here is the fine line that has been trodden for many years between the purveyors of commercial/corporate interest and the seekers of ‘truth’. Peddling a message and knowing when, how, and with whom it will resonate as a news or feature story is the stock in trade of any media relations expert. Getting ‘behind the spin’ and feeling the quality rather than the width is the art of any good journalist with an instinct for news and what their audience wants.
In my view it is understanding this relationship that ultimately creates the ‘relative objectivity’ that Falconi sees as the holy grail. The difficulty comes when the lines become blurred – when journalists are employed by the corporation or PRs become writers. At what point does objectivity become damaged goods? I have just finished a short article for a client which will be added to the feature section of a trade publication. There will be no byline and I have no qualms about writing the article because while it is a product piece I believe I retain enough journalistic integrity to make it interesting, relevant and informative to the reader. In this case a response code will clearly indicate that this has been written by the manufacturer. But there have been many occasions where, in my role as a PR I have been only too happy to volunteer my journalism skills to help out an editor with little time and too much space, allowing me the opportunity to slip in a carefully placed product mention or two. Is this just part of the sale – you helped me, I’ll help you? If so, where exactly does that leave the reader?
And where does this leave the journalist who, under increasing pressure from their paymasters, is expected to write a regular blog. Think Eddie Mair on the BBC PM Programme Sure, they’re journalists, it’s what they do. But isn’t the whole point of a blog that it’s a personal thing? Reading between the lines, there is an element of forced humour, whilst making sure that there’s some mention of applying for awards or getting into the Guardian newspaper. The same with guest blog spots – the latest post on Black Belt Dojo by Kirsty Glennie on social media is certainly interesting, but it doesn’t do Siemens any harm either (there, see, they’ve got another mention). I don’t have any issue with this at all providing everybody plays the game and, most importantly, the reader/listener understands who’s working for whom and where the line is crossed between the subjective shelf and objective checkout.
Tags: blogging, communication, Media, public relations
[...] 18 01 2008 Andrew Arnold has picked up at Native Edge on Peter Brill’s post at Net.Mentor that reflects on Toni Falconi’s blog at PR Conversations on objectivity in PR and [...]