Being in public relations, I assume some see my job as a purposeful pursuit to disrupt the journalism establishment. So, maybe I’d better start now.
The purpose of journalism is to report the news of the hour, day, week or month — depending on the frequency of the media outlet. But, there are some flawed institutional problems with journalism. These problems go against the desires of its respective audiences, like you and me.
The first flawed premise is the definition of news. Generally speaking, I think we can agree that people are inherently good. So, the media assume that what is out of the ordinary — bad or negative things — is news. And, that’s what we want to see and read about, goes the assumption. Therefore, that is what we see on the pages of our newspapers, in the news broadcasts and in the sprouting Internet media outlets (those x-MSM members who go off and start their own media outlet).
The other flawed premise is that the media is without bias in its reporting. Everyone has biases, prejudices, views and perspectives. But, journalists can hide their views and remain objective. Really? That’s a big a ruse as I’ve ever heard. We — the media’s audience — know it, but still have to put up with the same “objective” reporting day-in, and day-out.
So, I’ll do my part to show the journalism establishment how it can reconstruct itself to survive and better serve its audience, like you and me.
Actually, many have already started this reconstruction. They are called citizen jouranlists and bloggers. We know they have opinions and biases — that they are not afraid to show. And, most — at least many — report good, positive news! Can you believe it?!
So, if the journalism establishment wants to survive, here’s what it has to do:
First, redefine what it calls “news.” News is not out of the ordinary. It’s what people want to see and read about. News is information that can affect their lives. Reading and listening to media reports also is a form of escapism from our daily lives. So, we definitely want to read and hear about the heroes and good stories in our community, our nation and our world. Most of us have enough stress and worries day-in and day-out that we don’t want to read about other people’s problems.
Secondly, come out of the closet — opinion-wise. Don’t bend the facts, but do put some feeling into reporting. Let us know what you — the reporter — really think about the story. Afterall, you are human; not some cold reporting robot. Don’t worry, there are enough news and information sources today so we can find other views if we don’t like yours.
Third, do you really need to go to school to be in journalism? Come on! That’s so old school-thinking in this age of the individual! Every form of communication — especially journalism — is social. The journalism establishment had better realize this, and fast. The journalism establishment needs to enlist its audience — you and me — to be its eyes and ears. Give us room in your publishing and broadcast monopolies to report what is going on in our world: what we see and hear day-in and day-out. We all can write, right?
Once we become part of your news-gathering force, allow us — everyone — the ability to comment and voice our own opinions on the “news.” Offer on-air, in-print and on-site ways to comment, compliment and object.
It is only after instituting and embracing the journalism reconstruction I’ve outlined above that the journalism establishment will grow, survive and truly fulfill the needs of its audience, like you and me.
;)
Honestly, I don’t believe a lot of what you just read. But, I did it as the antithesis of Tom Foremski’s “Die! Press Release! Die! Die! Die!” post of late February. While he does have some valid points and suggestions, for the most part, he is wrong.
Just like the above. Yes, there are some good points. But, for the most part, I’m wrong.
The main problem with the public relations — and the news release-generating media relations portion — is the lack of writing skills. Journalistic writing skills, and understanding what journalism is.
One of my two majors in college is in journalism. I worked four-plus years in newspaper journalism before joining my current employer and working in PR. I even freelanced a few years early in my current career. So, I know more than a thing or two about journalism.
To best serve our clients and employers in media relations, we have to put ourselves in the mindset of journalists — but still being aware of who we represent. It’s a balancing act, but one that can be done. And it’s one that is done — I believe — by the majority of media relations professionals.
Unfortunately, there are enough media relations pros who write junk, fluff and sales literature that is passed off as press releases.
So, don’t re-construct the press release. Just do a better job of writing it with your media audience in mind.
And, that is my point.
– Mike
P.S.
For other great points about Foremski’s post, see On Message and Strategic Public Relations, among others.
Technorati tags: public relations, PR, media relations, journalism, Silicon Valley Watcher
