by Alex Roldan
Media is the plural of the Latin word medium. But, in today’s language, it is sometimes used with “is” as well when we talk about the group of journalists and others who constitute the communications industry (newspapers, magazines, television, internet, billboards, radio). I will be referring only to those working actively as journalists in the print media – the newswriters, news photojournalists, reporters and even article writers for society pages of newspapers.
The newspaper industry is a business, not much different from other enterprises. the -name of the game is profit making But, sad to say, some PR personnel of businesses still believe that services of working journalists may bed had for free because that is their job — to report about everything and anything under the sun, for which management pays them regular salaries and other perks, or per column inch as was usually the case in the old days. Yes, because that’s their job. But, in the Philippine setting, some limitations should be taken into account so that you can effectively deal with them.
Hold your “oohs and whhaaat” before I can fully explain. You should have known by now what I am referring to. I am not saying that we should tolerate “envelopmental journalism” but what I am driving at is when business organizations ask members of media to print their press releases, or cover events that don’t have any relevance to what the journalists call “news” – a story that means something to people in general. Yet, many media relations officers apply pressure on those covering the event to print or air their releases, or what transpired during the coverage.
It is high time that those in business should change their perception when they ask the workers in the media to cover their “private events” or publish press releases. You have to understand that by nature, journalists have developed a pathological distaste for press releases or statements on corporate events that seek media assistance. They feel that things coming out of these sources are monochromatic in vision and do lack the larger picture in their imagination. It needs creative skills to put color to it, make it palatable to readers so that the editors may feel constrained to print or air it!
Frankly speaking, if you want to have your press releases published, “leave the narrative grid of the story and its form to the journalist and not try to impose a sanitized version which fails to work, especially with the readers/listeners.
Meaning, you are in effect seeking the services of the media not just because you want your event announced to the whole world, but you need their skills so that the public would be interested in it. And just like the media organizations that they are working for, journalists, feature and society page writers, reporters and photojournalists — just like any other, need to earn money to keep going. Yes, of course, they are paid, but many are paid on a per article basis, meaning they get paid only for their article at the end of the month. Sad to say, not all media companies shoulder what in business parlance is called “operational costs” so that the article can be completed.
I had a sad yet moving discussion on this topic with some newspaper writers a few days back who admitted that there were occasions when they had to walk home because they could not afford jeepney fare. What’s worse is when the company whose event they covered committed only to deliver them to a certain place in the middle of the night and even if they find a taxi, they cannot afford the fare. The burden is much heavier on society page writers who have to make sure that the photographer will be able to make it home safe and sound.
It is not very surprising, therefore, that some journalists consider business organizations as self-serving establishments — organizations that crave for media coverage, organizations which shamelessly want a plug for the purpose of their own profile-raising, and organizations that are not above board when it comes to that deadliest of sins – the “planting” of stories.
Journalists cannot be blamed for thinking that PR people have concealed motives that only the companies know, and want the media to “plant” a story. Journalists always see shades of gray, and therefore, you cannot impose your narratives into a bi-polarity of black and white. Fundamentally, this gap is due to some business PR personnel to distinguish between journalism and media industry.
It is also hypocritical to say that all those who work in media are all upright men and women. In fact, there are many who are actually mediocre while some are downright useless. But there are others who are really excellent practitioners. There are a number of journalists who are alive to the crucial issues confronting humanity. They are constantly on the lookout for a good story that could change people’s lives.
Business should consider the media covering their events as not just people who need your stories, when in reality they don’t, but treat them as someone who is giving service for your company. You do not need to give hefty amount at par with your PR consultants, but just enough to make sure that they can go home in comfort and safety and is able to continue rendering service to you and to mankind.
For comments, email to: roldanalex@yahoo.com
