Instead of trying to spruik myself, here's a reworked editorial from 2011: 'How The Media Works'
The seductive and deceptive power of words, images and ideas has been exploited by religious institutions since the dark ages and governments and corporations since the middle ages.
In broad terms, journalism is the interface between governments, corporations (sometimes called 'govcorp' as they usually operate together) and the public.
While journalists gather information and report 'in the public interest', they also rely on both their sources and press releases from governments and corporations.
Press releases
It could be argued that press releases are just free advertising. The reality is that re-written media releases make up a portion of what constitutes ‘news’. Journos and editors have media releases lobbed to them from governments and public relations (PR) companies daily. But when a ‘journalist’ puts their name to a media release without examination, it damages the reputation and credibility of their publication.
Advertising
Advertising is essentially propaganda and hypnosis with a dash of psychoanalysis.
A BBC documentary that explains this is Century Of The Self. It focuses on how the work of Sigmund Freud and particularly his nephew Edward Bernays influenced the way corporations and governments have analysed, dealt with, and controlled people.
Smart publicists tailor their media releases to a publication and good publications never reprint generic media releases. Journalists should never just rewrite; they ask questions. They should have long noses like an elephant to smell out politicians, mayors, prime ministers and business people.
When a public relations company tells the media something wonderful about its product, or a government announces a new policy, journalists should ask the fundamental question: who does it affect? Of course the best journalism is investigative, and arguably it can be a useful mechanism for social change.
With journalists becoming more integrated with public relations companies and suffering never-ending cost cutting, publications can find their editorial content compromised with unexamined media releases. Since around 2013, PR consultants sadly now out number journalists in Australia.
A publication's ongoing credibility and value relates directly to the ratio of media releases to 'real news'. The public benefit when advertisers are attracted to a media that does its job of asking tough questions of everyone.
Product association
One of the most common attempts by corporations to avoid paying for advertising is to pitch a 'feel good' news story with their name in it. Called 'product association', an example would be: '[insert corporation name] sports dad of the year'. Free or very cheap advertising can be achieved if pitched just right.
What does the corporation pay? The winner of [insert corporation name] sports dad of the year receives a hamper basket of the corporation's product.
It's is a great way of paying next to nothing to boost the perception that you care about a particular community while doing virtually nothing.
The seductive and deceptive power of words, images and ideas has been exploited by religious institutions since the dark ages and governments and corporations since the middle ages.
In broad terms, journalism is the interface between governments, corporations (sometimes called 'govcorp' as they usually operate together) and the public.
While journalists gather information and report 'in the public interest', they also rely on both their sources and press releases from governments and corporations.
Press releases
It could be argued that press releases are just free advertising. The reality is that re-written media releases make up a portion of what constitutes ‘news’. Journos and editors have media releases lobbed to them from governments and public relations (PR) companies daily. But when a ‘journalist’ puts their name to a media release without examination, it damages the reputation and credibility of their publication.
Advertising
Advertising is essentially propaganda and hypnosis with a dash of psychoanalysis.
A BBC documentary that explains this is Century Of The Self. It focuses on how the work of Sigmund Freud and particularly his nephew Edward Bernays influenced the way corporations and governments have analysed, dealt with, and controlled people.
Smart publicists tailor their media releases to a publication and good publications never reprint generic media releases. Journalists should never just rewrite; they ask questions. They should have long noses like an elephant to smell out politicians, mayors, prime ministers and business people.
When a public relations company tells the media something wonderful about its product, or a government announces a new policy, journalists should ask the fundamental question: who does it affect? Of course the best journalism is investigative, and arguably it can be a useful mechanism for social change.
With journalists becoming more integrated with public relations companies and suffering never-ending cost cutting, publications can find their editorial content compromised with unexamined media releases. Since around 2013, PR consultants sadly now out number journalists in Australia.
A publication's ongoing credibility and value relates directly to the ratio of media releases to 'real news'. The public benefit when advertisers are attracted to a media that does its job of asking tough questions of everyone.
Product association
One of the most common attempts by corporations to avoid paying for advertising is to pitch a 'feel good' news story with their name in it. Called 'product association', an example would be: '[insert corporation name] sports dad of the year'. Free or very cheap advertising can be achieved if pitched just right.
What does the corporation pay? The winner of [insert corporation name] sports dad of the year receives a hamper basket of the corporation's product.
It's is a great way of paying next to nothing to boost the perception that you care about a particular community while doing virtually nothing.
An example of product association
Good morning Hans,
How are you?
I wanted to let you know that [corporate business] Byron Bay are welcoming [TV reality/soap star] on Tuesday 9 November as he makes a small stop, on his epic ride around Australia on a skateboard!
Inspired by their sibling's terminal cancer diagnosis, [TV reality/soap star] has made an incredible pledge to complete his journey, raise $1 million dollars for cancer awareness and break the Guinness World Record for the longest journey on a skateboard.
[Corporate business] Byron Bay will throw their support behind his mission and campaign bannered [insert name] on Tuesday 9 November by hosting a fundraiser and will donate $1 from every [unit] sold on the day.
We would love to organise a fun photo of the store, with pink Helium balloons and a big “WELCOME [INSERT NAME]” sign to prepare for the big day!
I have attached a media release for morning information.
I will call you shortly to discuss.
Thanks,
Communications Coordinator
My reply:
Hi [insert name],
While I am sure it's a worthwhile venture, what sort of contribution will $1 from every [unit] make? Is there an estimation on how many [units] they sell in a day in Byron Bay?
My guess is that it would be less than paying you to promote it.
So unless I am mistaken, this looks like a case of paid product association.
Sorry to sound harsh – maybe a bit of feedback is in order though.
From your corporate sponsor's website:
[Insert company] is the largest [product] chain in Australia in terms of both network store numbers and network sales. It is also the largest franchisee for the [corporate] brand in the world.
Sounds like a pretty successful business to me.
I am advised by the Byron Bay chamber of commerce that this franchisee is not a member.
One would hope that being a part of the Byron Bay community would include contributions other than a few minimum wages. If there is a swag of community initiatives or sponsorships from this store I would be happy to know about it. There was only general rhetoric of such things on the website.
Regards
Hans
Good morning Hans,
How are you?
I wanted to let you know that [corporate business] Byron Bay are welcoming [TV reality/soap star] on Tuesday 9 November as he makes a small stop, on his epic ride around Australia on a skateboard!
Inspired by their sibling's terminal cancer diagnosis, [TV reality/soap star] has made an incredible pledge to complete his journey, raise $1 million dollars for cancer awareness and break the Guinness World Record for the longest journey on a skateboard.
[Corporate business] Byron Bay will throw their support behind his mission and campaign bannered [insert name] on Tuesday 9 November by hosting a fundraiser and will donate $1 from every [unit] sold on the day.
We would love to organise a fun photo of the store, with pink Helium balloons and a big “WELCOME [INSERT NAME]” sign to prepare for the big day!
I have attached a media release for morning information.
I will call you shortly to discuss.
Thanks,
Communications Coordinator
My reply:
Hi [insert name],
While I am sure it's a worthwhile venture, what sort of contribution will $1 from every [unit] make? Is there an estimation on how many [units] they sell in a day in Byron Bay?
My guess is that it would be less than paying you to promote it.
So unless I am mistaken, this looks like a case of paid product association.
Sorry to sound harsh – maybe a bit of feedback is in order though.
From your corporate sponsor's website:
[Insert company] is the largest [product] chain in Australia in terms of both network store numbers and network sales. It is also the largest franchisee for the [corporate] brand in the world.
Sounds like a pretty successful business to me.
I am advised by the Byron Bay chamber of commerce that this franchisee is not a member.
One would hope that being a part of the Byron Bay community would include contributions other than a few minimum wages. If there is a swag of community initiatives or sponsorships from this store I would be happy to know about it. There was only general rhetoric of such things on the website.
Regards
Hans
