News, PR and PowerNews, PR and Power

Sigurd AllernSigurd Allern

News as authorithyNews as authorithy

News is a representation of authority. In the contemporay knowledgeNews is a representation of authority. In the contemporay knowledge society news represent society news represent whowho are the authorized knowers and what are are the authorized knowers and what are their authoritative versions of reality their authoritative versions of reality (Ericson, Baranek & Chan: (Ericson, Baranek & Chan: Negotiating Control, Negotiating Control, 1989: 3)1989: 3)..

The key issue at the heart of the study of sources is that of the relations The key issue at the heart of the study of sources is that of the relations between the media and the exercise of political and ideological power, between the media and the exercise of political and ideological power, especially, but not exclusively, by central social institutions which especially, but not exclusively, by central social institutions which seek to define and manage the flow of information in a contested field seek to define and manage the flow of information in a contested field of discourse (of discourse (Philip Schlesinger 1990, “Rethinking the Sociology of Philip Schlesinger 1990, “Rethinking the Sociology of Journalism: Source Strategies and the limits of Media-Centrism”).Journalism: Source Strategies and the limits of Media-Centrism”).

JournalistsJournalists and news sources and news sources

““The relationship between sources and journalism The relationship between sources and journalism resembles a dance, for sources seek access to journalists, resembles a dance, for sources seek access to journalists, and journalists seek access to sources. Although it takes and journalists seek access to sources. Although it takes two to tango, either sources or journalists can lead, but two to tango, either sources or journalists can lead, but more often than not, sources do the leading” more often than not, sources do the leading” (Herbert Gans, (Herbert Gans, Deciding what’s NewsDeciding what’s News, 1980: 116), 1980: 116)

Two aspects of news productionTwo aspects of news production

””These two aspects of news production – the practical These two aspects of news production – the practical pressures of constantly working against the clock and the pressures of constantly working against the clock and the professional demands of impartiality and objectivity – professional demands of impartiality and objectivity – combine to produce a systematically structured over-combine to produce a systematically structured over-accessing to the media of those in powerful and privileged accessing to the media of those in powerful and privileged institutional positions” (institutional positions” (Stuart Hall & al. 1978: 58, cited in Cottle: Stuart Hall & al. 1978: 58, cited in Cottle: 10)10)

“…“…but the most advantaged (sources) do not secure a but the most advantaged (sources) do not secure a primary definition in virtue of their position alone. Rather, primary definition in virtue of their position alone. Rather, if they do so, it it because of successful strategic action in if they do so, it it because of successful strategic action in a imperfectly competitive field” a imperfectly competitive field” (Schlesinger, cited in Cottle: (Schlesinger, cited in Cottle: 13)13)

Actors on the news marketActors on the news market

News organisations (in different media)News organisations (in different media)

Organisations and institutions (like Organisations and institutions (like governments, political parties, corporations) governments, political parties, corporations) and individual news sources (like a witness and individual news sources (like a witness in an accident)in an accident)

The exchange modelThe exchange model

Information in change of publicityInformation in change of publicity

Example 1: The politician calls the journalist and proposes Example 1: The politician calls the journalist and proposes an exclusive interview.an exclusive interview.

Example 2: The celebrity invites the gossip magazine to Example 2: The celebrity invites the gossip magazine to take pictures in his/her home and as a result get a take pictures in his/her home and as a result get a favourable treatmentfavourable treatment

Example 3: A corporation invites a group of journalists to Example 3: A corporation invites a group of journalists to attend a presentation of a new productattend a presentation of a new product

Commercial exchange on the Commercial exchange on the news marketnews market

Commercial news enterprises (like Reuters, CNN, AP and the national Commercial news enterprises (like Reuters, CNN, AP and the national news agencies) selling news stories, pictures and other journalistic news agencies) selling news stories, pictures and other journalistic informationinformation

Commercial data bases (for example providing financial information)Commercial data bases (for example providing financial information)

Institutional actors selling broadcasting rights from events (like the Institutional actors selling broadcasting rights from events (like the Olympics)Olympics)

““Cheque book journalism” (paying sources for news, interviews etc. ) Cheque book journalism” (paying sources for news, interviews etc. )

Gaining access is only half of the Gaining access is only half of the storystory

High profile institutions and high-profile figures (like High profile institutions and high-profile figures (like presidents and prime ministers) have routine access. Their presidents and prime ministers) have routine access. Their most important job are therefore “news management”.most important job are therefore “news management”.

High profile institutions and corporations often want to High profile institutions and corporations often want to restrict media access (no exchange of information for restrict media access (no exchange of information for publicity) and quash potential negative stories.publicity) and quash potential negative stories.

““It’s now a very good day to get out anything we want to It’s now a very good day to get out anything we want to bury” bury” (Internal e-mail from governmental special adviser Jo Moore, GB, to (Internal e-mail from governmental special adviser Jo Moore, GB, to her colleagues in the Press office within minutes of the attack on the world her colleagues in the Press office within minutes of the attack on the world trade centre 9/11 2001, cited in Cottle: 45).trade centre 9/11 2001, cited in Cottle: 45).

Media powerMedia power

””all news outlets have some fundamental all news outlets have some fundamental assets that put them in a powerful position: assets that put them in a powerful position: the power to deny a source any access: the the power to deny a source any access: the power to sustain coverage that power to sustain coverage that contextualizes the source negatively; the contextualizes the source negatively; the power of the last word..” (Ericsson & al. power of the last word..” (Ericsson & al. 1989)1989)

Public relationsPublic relations

““The management of communication between and The management of communication between and organisation and its publics” (James Grunig 1992)organisation and its publics” (James Grunig 1992)

The propaganda- or publicity modelThe propaganda- or publicity model The information modelThe information model A model for asymmetric two ways communicationA model for asymmetric two ways communication A model for symmetric two ways communication A model for symmetric two ways communication

The publicity manThe publicity man

””..it follows that the picture which the ..it follows that the picture which the publicity man makes for the reporter is the publicity man makes for the reporter is the one he wishes for the public to see. He is one he wishes for the public to see. He is censor and propagandist, responsible only censor and propagandist, responsible only to his employers, and to the whole truth to his employers, and to the whole truth responsible only as it accords with the responsible only as it accords with the employers’ conceptions of his own interest”employers’ conceptions of his own interest” (Walter Lippman 1922)(Walter Lippman 1922)

A A creator of eventscreator of events

””The counsel on public relations not only knows The counsel on public relations not only knows what news value is, but knowing it, he is in a what news value is, but knowing it, he is in a position to make news happen” (E. Bernays 1923)position to make news happen” (E. Bernays 1923)

A PR success story: The smoking female brigade A PR success story: The smoking female brigade in the Easter paradein the Easter parade

““Perception management”Perception management”

””Managing perceptions that drive performance” Managing perceptions that drive performance” (Burson Marsteller)(Burson Marsteller)

““A well placed news story creates action and A well placed news story creates action and changes perceptions” (Burson Marsteller, changes perceptions” (Burson Marsteller, Directory of Resources 1996)Directory of Resources 1996)

””Free” information..Free” information..

””The provision of subsidized information The provision of subsidized information carries with it the necessity of meeting real, carries with it the necessity of meeting real, and often quite substantial, costs. ’Free’ and often quite substantial, costs. ’Free’ information is really only free to its information is really only free to its recipients; its producers incur extensive recipients; its producers incur extensive costs” (Randall Bartlett 1973: 188)costs” (Randall Bartlett 1973: 188)

Information subsidiesInformation subsidies

News as a press release, printed or electronicNews as a press release, printed or electronic

Press breakfast/lunch/seminar with press material and Press breakfast/lunch/seminar with press material and interview possibilities interview possibilities

Offering selective interviews with interesting sources Offering selective interviews with interesting sources (politicians, company bosses, other top leaders)(politicians, company bosses, other top leaders)

Offering negative news about other sources (competitors Offering negative news about other sources (competitors in business, government or political parties)in business, government or political parties)

Information subsidies (2)Information subsidies (2)

Free or subsidized facilities (free office, telephone, fax, pc, food etc.) Free or subsidized facilities (free office, telephone, fax, pc, food etc.)

Public opinion poll measurements (Gallup poll) offered as news input Public opinion poll measurements (Gallup poll) offered as news input to news mediato news media

Statistics and background information from official sources and Statistics and background information from official sources and organisationsorganisations

Video-release about news events and news personsVideo-release about news events and news persons

Free travel and hotel for reportage journalistsFree travel and hotel for reportage journalists

Pseudo-eventsPseudo-events

Events consciously arranged to become ’news’ on Events consciously arranged to become ’news’ on television or print media, it is not an occurrence that television or print media, it is not an occurrence that happens of its own accord happens of its own accord

A pseudo-event takes account of newsgatherers’ concepts A pseudo-event takes account of newsgatherers’ concepts of what is newsworthy. of what is newsworthy.

Example: An anti-abortion group appearing with tiny Example: An anti-abortion group appearing with tiny white caskets at a hospital, and a dramatic angry encounter white caskets at a hospital, and a dramatic angry encounter between anti-abortion activists and shocked hospital staffbetween anti-abortion activists and shocked hospital staff– (Jamieson & Campell 2006: 136) (Jamieson & Campell 2006: 136)

””Women behind the wheel”Women behind the wheel”

Political campaign (Norway 1996) demanding lower taxes Political campaign (Norway 1996) demanding lower taxes on new cars, using the safety of women as the main on new cars, using the safety of women as the main argumentargument

Officially presented as a ’front of ordinary women’. Officially presented as a ’front of ordinary women’. Behind the scene: Organized by a PR-firm and paid by car Behind the scene: Organized by a PR-firm and paid by car importers.importers.

Different types of press subsidies and pseudo-eventsDifferent types of press subsidies and pseudo-events

News feedsNews feeds

””News managers attempt to exercise even greater control News managers attempt to exercise even greater control by offering radio stations news feeds containing audio by offering radio stations news feeds containing audio ’bites’ of a politician’s speech complete with ’wrapped ’bites’ of a politician’s speech complete with ’wrapped around’ context narrated by someone on the politician’s around’ context narrated by someone on the politician’s staff. Statements recorded specifically for ’feeding’ are staff. Statements recorded specifically for ’feeding’ are also distributed. Such news feeds are common on Capitol also distributed. Such news feeds are common on Capitol Hill, in political campaigns, and in the executive branch”Hill, in political campaigns, and in the executive branch”– (Jamieson & Campell 2006: 137)(Jamieson & Campell 2006: 137)

””Why journalism needs PR”Why journalism needs PR”

””For the journalist who has to cover a story in half an hour For the journalist who has to cover a story in half an hour (and often less time than that), the communication expert (and often less time than that), the communication expert can be a lifeline: for facts and figures and basic can be a lifeline: for facts and figures and basic information gathering..information gathering..

..The reality is that the balance of information has shifted, ..The reality is that the balance of information has shifted, from being news based to being entertainment or opinion from being news based to being entertainment or opinion based. Journalists need PR not just to give information, but based. Journalists need PR not just to give information, but to provide access to sexy spokespeople to fill volumes, to provide access to sexy spokespeople to fill volumes, host programmes and give sound bites” host programmes and give sound bites” – (Julia Hobsbawn, PR consultant, The Guardian November 17(Julia Hobsbawn, PR consultant, The Guardian November 17 thth 2003). 2003).

FramingFraming

““To frame is to select some To frame is to select some aspects of a perceived reality and aspects of a perceived reality and make them more salient in a make them more salient in a communicating text, in such a way communicating text, in such a way as to promote a particular problem as to promote a particular problem definition, causal interpretation, definition, causal interpretation, moral evaluation, and/or treatment moral evaluation, and/or treatment recommendation for the item recommendation for the item described” (Entman, 1993, p. 52)described” (Entman, 1993, p. 52)

Framing contestsFraming contests

Political actors and public relations practitioners use Political actors and public relations practitioners use frames as strategic tools to further the interest of frames as strategic tools to further the interest of their organizations, and one goal is to get the media their organizations, and one goal is to get the media to adopt the same frames. A frame is important in to adopt the same frames. A frame is important in that it promotes a certain definition and perspective that it promotes a certain definition and perspective at the expense of competing ways of understanding at the expense of competing ways of understanding a particular issue. a particular issue.

For politicians it is important to be “in the news,” but For politicians it is important to be “in the news,” but even more important to influence how journalists even more important to influence how journalists frame their news stories and the media versions of frame their news stories and the media versions of reality. Public relations practitioners also often share reality. Public relations practitioners also often share the same interest.the same interest.

Spin and spin doctors Spin and spin doctors

Polite definition: Political framing expertPolite definition: Political framing expert

Impolite definition: Expert in political Impolite definition: Expert in political manipulation, biased leaks, Orwellian manipulation, biased leaks, Orwellian newspeak and the production of ‘shit bags’ newspeak and the production of ‘shit bags’ against opponentsagainst opponents

Spin and propaganda in warsSpin and propaganda in wars

The Gulf war in 1991: The pool systemThe Gulf war in 1991: The pool system

The invasion of Iraq i 2003: embedded The invasion of Iraq i 2003: embedded journalismjournalism

Favourite ‘news dances’ (from Favourite ‘news dances’ (from the sources perspective)the sources perspective)

Inviting the journalist to use text and pictures, Inviting the journalist to use text and pictures, produced by PR- specialists, as her own.produced by PR- specialists, as her own.

Organizing pseudo-events and photo opportunitiesOrganizing pseudo-events and photo opportunities

Giving selected journalists and media VIP Giving selected journalists and media VIP treatment (‘exclusives’ – an offer you can’t refuse)treatment (‘exclusives’ – an offer you can’t refuse)