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.