How jour­nal­ists and PR can get what each wants

Kyiv Post - - Opinion - Kyiv Post CEO Michael Wil­lard can be reached at Wil­[email protected]

I have of­ten won­dered what would hap­pen if jour­nal­ists took the same me­dia train­ing news­mak­ers take. Would there be some cos­mic stand­still, with both sides go­ing away dis­ap­pointed? I don’t think so.

To be­gin with, each side wants the same thing: To make news. The avoid­ance of mak­ing news is not the ob­ject of an in­ter­view. If that were the case, why bother meet­ing with the me­dia at all?

An in­ter­na­tional PR com­pany with which I am fa­mil­iar at one time ad­vised clients never to go on the U.S. tele­vi­sion pro­gram “60 Min­utes,” which, at the time, prac­ticed am­bush jour­nal­ism. “Why do an in­ter­view and get your heart ripped out and stepped on?” was the rea­son­ing. It was a view­point. There are cases, of course, where the news­maker has his or her idea on what to make news and the jour­nal­ist wants to ask about some­thing else en­tirely, or pur­sue a to­tally dif­fer­ent an­gle. This is a le­git­i­mate arena for men­tal combat and where ef­fec­tively com­mu­ni­cat­ing mes­sages is im­por­tant.

The re­la­tion­ship be­tween jour­nal­ist and news­maker is ad­ver­sar­ial, though it needn’t be un­friendly. This is nec­es­sary to fa­cil­i­tate a free press, and for the jour­nal­ism com­mu­nity to main­tain its role as so­ci­ety’s watch­dog.

Hav­ing been on both sides of this fence over the years, this should be a healthy re­la­tion­ship.

Newspapers in English

Newspapers from Ukraine

© PressReader. All rights reserved.