‘Among the many considerations that show what a man is, none is more important than seeing how easily he swallows what he is being told or how carefully he wants to convince others of.’
This quote from the Julia Hobsbawn (ed) says it all. The media is somewhat dependent on what they are told by PR practitioners. As a result journalists are often times frustrated that they never get to speak to the person directly and this arouses suspicion.
In this class, we learnt about the ways in which governments manage and control their image in the public sphere. From coming out the house with a family portrait on a coffee mug to having their faces powdered before getting off the plane. It’s all for the love of the media. Well, it does make sense, because taxpayer’s money is at risk. The people put the government in power and so it is fair that they project the best image in the public.
Gordon Brown, unlike his predecessor, Tony Blair have opted to take a back stance in terms of the media, however, that didn’t stop him from appearing with a big blob of orange makeup on his forehead at a Summit in London. Regardless, I believe it is the media who should be blamed for the mayhem that has led to PR being called ‘Spin’. Journalists set the News agenda and therefore, they make the news what they want it to be. So who is the true ‘spin’ doctor here? Many journalists have reduced PR practitioners to the conniving sneaky ways of Alistair Campbell, but practitioners do this because of you MEDIA. Practitioners are often forced to be selective in what they say do, and maybe even think! Journalists are always looking for a story and they will get it whether you like it or not. So in comes the image management. Not that nice white teeth has anything to do with what the public thinks of you, but it does count if you are going to deny having them done. The people would definitely rather you tell the truth. It is a part of your image. Politicians are good at being ‘good’. It’s a tactic used for being persuasive. Appealing to the public with what they love the most or look for in a government will guarantee a few votes. So don’t be too hard on good ole Tony Blair.
References:
Hobsbawn, Julia (edited) Where the Truth Lies, trust and morality in PR and Journalism Atlantic Books 2006
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You talked about the role of the media in creating spin, but what about clients? Don't they put significant amounts of pressure on practitioners to get publicity at all costs or to play down bad news?
ReplyDeleteThat is true Joni, there is so much pressure on the media to get stories out there and even the practitioners too to give the clients what they need. However, in doing all of this, wouldnt you rather get a true picture....see my post on ethics.
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