True Enough : CJR - 0 views
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The dangers are clear. As PR becomes ascendant, private and government interests become more able to generate, filter, distort, and dominate the public debate, and to do so without the public knowing it. “What we are seeing now is the demise of journalism at the same time we have an increasing level of public relations and propaganda,” McChesney said. “We are entering a zone that has never been seen before in this country.”
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Michael Schudson, a journalism professor at Columbia University, cjr contributor, and author of Discovering the News, said modern public relations started when Ivy Lee, a minister’s son and a former reporter at the New York World, tipped reporters to an accident on the Pennsylvania Railroad. Before then, railroads had done everything they could to cover up accidents. But Lee figured that crashes, which tend to leave visible wreckage, were hard to hide. So it was better to get out in front of the inevitable story. The press release was born. Schudson said the rise of the “publicity agent” created deep concern among the nation’s leaders, who distrusted a middleman inserting itself and shaping messages between government and the public. Congress was so concerned that it attached amendments to bills in 1908 and 1913 that said no money could be appropriated for preparing newspaper articles or hiring publicity agents.
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But World War I pushed those concerns to the side. The government needed to rally the public behind a deeply unpopular war. Suddenly, publicity agents did not seem so bad.
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“After the war, PR becomes a very big deal,” Schudson said. “It was partly stimulated by the war and the idea of journalists and others being employed by the government as propagandists.” Many who worked for the massive wartime propaganda apparatus found an easy transition into civilian life.
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People “became more conscious that they were not getting direct access, that it was being screened for them by somebody else,” Schudson said. But there was no turning back. PR had become a fixture of public life. Concern about the invisible filter of public relations became a steady drumbeat in the press
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When public relations began its ascent in the early twentieth century, journalism was rising alongside it. The period saw the ferocious work of the muckrakers, the development of the great newspaper chains, and the dawn of radio and, later, television. Journalism of the day was not perfect; sometimes it was not even good. But it was an era of expansion that eventually led to the powerful press of the mid to late century.
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Now, during a second rise of public relations, we are in an era of massive contraction in traditional journalism. Bureaus have closed, thousands of reporters have been laid off, once-great newspapers like the Rocky Mountain News have died. The Pew Center took a look at the impact of these changes last year in a study of the Baltimore news market. The report, “How News Happens,” found that while new online outlets had increased the demand for news, the number of original stories spread out among those outlets had declined. In one example, Pew found that area newspapers wrote one-third the number of stories about state budget cuts as they did the last time the state made similar cuts in 1991. In 2009, Pew said, The Baltimore Sun produced 32 percent fewer stories than it did in 1999.
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even original reporting often bore the fingerprints of government and private public relations. Mark Jurkowitz, associate director the Pew Center, said the Baltimore report concentrated on six major story lines: state budget cuts, shootings of police officers, the University of Maryland’s efforts to develop a vaccine, the auction of the Senator Theater, the installation of listening devices on public busses, and developments in juvenile justice. It found that 63 percent of the news about those subjects was generated by the government, 23 percent came from interest groups or public relations, and 14 percent started with reporters.
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The Internet makes it easy for public relations people to reach out directly to the audience and bypass the press, via websites and blogs, social media and videos on YouTube, and targeted e-mail.
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Some experts have argued that in the digital age, new forms of reporting will eventually fill the void left by traditional newsrooms. But few would argue that such a point has arrived, or is close to arriving. “There is the overwhelming sense that the void that is created by the collapse of traditional journalism is not being filled by new media, but by public relations,” said John Nichols, a Nation correspondent and McChesney’s co-author. Nichols said reporters usually make some calls and check facts. But the ability of government or private public relations to generate stories grows as reporters have less time to seek out stories on their own. That gives outside groups more power to set the agenda.
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In their recent book, The Death and Life of American Journalism, Robert McChesney and John Nichols tracked the number of people working in journalism since 1980 and compared it to the numbers for public relations. Using data from the US Bureau of Labor Statistics, they found that the number of journalists has fallen drastically while public relations people have multiplied at an even faster rate. In 1980, there were about .45 PR workers per one hundred thousand population compared with .36 journalists. In 2008, there were .90 PR people per one hundred thousand compared to .25 journalists. That's a ratio of more than three-to-one, better equipped, better financed.