Public relations firms learn ins and outs of media relations
Public relations firms learn ins and outs of media relations
By Stevie Emilia
JAKARTA (JP): A journalist rushes to attend a seminar at a
fancy five-star hotel, but, much to his dismay, finds that he is
forced to endure a punishing "screening process" before he can go
in.
The "examiner" is an attractive public relations officer who
stops the journalist with her smile. She proceeds to ask him for
his invitation and business card, and once this has been
confirmed only then does she hand over the highly coveted media
kit -- the Holy Grail of journalists.
Matters can become embarrassing if an invitation is lost in
the rush, but public relations officers have their own reasons
for adopting the screening.
Eti Tovina of Media Comm said the procedure was enacted in
order to make sure that those in attendance were accredited
journalists, not bodrek, the impostors who show up for envelopes
filled with "transportation money", usually provided by event
organizers at the request of the client.
There are even journalists who threaten to give people and
businesses bad coverage unless they pay them
In practice, some public relations companies give media kits
containing envelopes to all journalists who show up at their
events. Some firms, however, realizing that a certain segment of
the media frowns on the envelopes, viewing them as an attempt to
compromise their reporters' integrity, provide souvenirs instead.
Chadd McLisky of Indo Pacific Reputation Management
Consultants said providing the envelope was a prickly issue, but
that it remained a reality in dealing with some media. He also
acknowledged the matter was not unique to Indonesia.
The envelope, and other forms of payola, is certainly not
uncommon in other countries. The Guardian, in writing about
ethical journalism, reported a secret A$1.2 million deal between
talk radio king John Laws of Australia's 2UE Radio and major
banks. The objective was to reduce negative comments regarding
the banks in question.
But McLisky believes that the envelope tradition will
eventually come to an end, for concerted efforts are being made
by the public relations industry, the journalists' associations
and media owners to rid the world of this scourge.
"The join effort was achieved in China a couple of years ago
and now the tradition has died out," McLisky said. "But we
certainly give our clients the option, and we have taken some
through the anxious process of not paying the allowance, knowing
that there could be some negative repercussions. However, we also
understand that until journalists are paid higher wages it
remains difficult for them."
The "envelope" is said to get "guaranteed" results from
journalists, benefiting the public relations companies' clients.
But public relations firms deny that they indulge in the practice
for this reason.
"I would not do so. I would probably have been one of the
first in Indonesia to try not doing so. Yes it is possible to
stop the practice, if friends within the press understand that
this has to be stopped," said Ida Sudoyo of Ida Sudoyo &
Associates.
Those well-respected in the media believe that the providing
of envelopes is an insult to their integrity and forbids their
journalists from accepting them. Others in the media, however,
especially those who can't properly pay their employees,
subsequently turn a blind eye to this form of graft.
The Association of Independent Journalists, which strongly
objects to this burgeoning "envelope culture", has launched
campaigns aimed at journalists and businesspeople to phase out
the practice.
There is also the ethical question of public relations
officers handing out envelopes to the press.
"Bribing journalists is a sin and should not be tolerated in
public relations. This is a rule that is clearly stipulated in
the public relations code of conduct," said London Public
Relations School's director Prita Kemal Gani.
She cited clause 3 (media of communications) of the London-
based Institute of Public Relations Code of Conduct, which states
that a member -- a public relations officer -- shall not engage
in any practice which tends to corrupt the integrity of the
media. This clause protects the freedom of the press, including
radio and TV, and allows them to publish the news as they see
fit.
"Any attempt to influence the decision-making of the press is
expressly forbidden and is one of the most serious forms of
professional misconduct."
Information
Relations between members of the press and public relations
firms are important and hard to ignore. Journalists need public
relations officers to provide thorough information while the
officers need journalists to spread information about their
clients to the public.
Unfortunately, at some events, journalists are only provided
with a press release that lacks newsworthy details.
"I get really upset when public relations officers don't
provide papers from the seminars' speakers. Those papers are
important background information," said an experienced
journalist.
McLisky said there were some occasions where his company's
clients have been named in a negative manner but were never given
the opportunity to respond.
"Our job is to help defend our clients against untrue and
unjustified attacks and to present a balanced side of the story."
Prita noted the inability of public relations officers to meet
the media's expectations, while some journalists accused public
relations officers of embellishing information to get good
coverage. "To see things from the perspective of the public
relations officers', they are merely trying to give out reliable
information," she said.
She characterized public relations firms' relations with
journalists as generally good.
"They have to be compatible with each other for their
relationship is symbiotic. The journalists need them as much as
they need the journalists," Prita added.