Got Ethics?

Another big fallacy about the press is that journalists have an agenda or ulterior motive when covering the news. Believe it or not, they don’t want to screw you—it’s that simple. Except for a handful of Beltway (Washington, D.C.) columnists, it really is true that opinion is often removed from the story. A journalist’s goal is to present the most relevant facts in an easy-to-read couple of paragraphs.

The only thing a good journalist respects more than a reliable contact is that ethical code of the trade. Here is what we mean: There is not a fine line between truth and fantasy. It’s a chasm, and writers worth their salt refuse to risk the injuries of jumping off that cliff to navigate the rocky terrain of half-truths and unproven facts. That means they want to weigh all the facts of a story and treat you fairly in the media.

This may all come as a big surprise to those of you who have suffered wrongs at the hands of the media. Plenty of businesspeople feel they’ve been burned by a reporter just out for a headline, and in general there’s a lot of bad blood on both sides. Both businesspeople and journalists need to understand each other’s needs [see sidebar “Can’t We All Just Get Along (Starting Now)?”]. Of course, at the same time, you have to protect yourself. Ethical reporters, producers, and editors are the only ones to deal with. If you work with a reporter who “has it in for you” once, he’ll be trouble the second, third, or tenth time. Just stay away from him.

As for the other 90 percent, go with your gut: If you have something to share, share it. If you’re in a secretive state and do not want the publicity, but know that one day you might, try to steer the reporter to someone in your industry who might be willing to talk. Just don’t spend all your time hemming and hawing—and don’t think that not returning a call is the answer to dealing with the media.

Sure, there are people in the press who are just using you—and they’ll put words in your mouth. Heck, your mom will do that, too. But pros are pros. Anyone worth his weight in the journalism world knows that he’s not a fiction writer, creating strange and mysterious characters and fantastic tales of intrigue. Nonfiction is real life, and real life is messy and takes time to figure out. Good reporters know that.

That said, you need to be equally careful about what you put out there in the media. Passing on inaccurate or misleading information to make your story sound juicier is asking for trouble. Lots of it! Lies, even exaggerations and half-truths, always rise and bob around on the surface for all to see, especially in print. Reporters can go to any search engine and find out if you’re making stuff up about partners, past deals, or anything else. Plus, they always have their ears to the ground. Decent reporters can scrutinize. They can write letters. Make phone calls. Find out more about the slightest whiff of fudge.

Can’t We All Just Get Along (Starting Now)?

Someone once told us that media people often dislike PR practitioners a lot. We don’t see that, but then again, sometimes in the media industry it does seem as though the only time journalists and PR people get together is to point out how miserable the other is. There’s a lot of love lost between the two forces, but the truth is, one can’t exist well without the other.

The aim of public relations is to distribute information to the masses. Public companies have a responsibility to shareholders, customers, employees, and neighborhoods to tell these constituencies what’s going on. PR practitioners make all of that happen. Conceptually, PR people were put on earth, or at least America, to put information out to the public and to be a resource to journalists.

The public relations profession has evolved from a consultant-as-needed model into a full-time gig. Companies, in some instances, have also made hiding information a major function of the role. This practice is really what marked the beginning of the rift between journalism and public relations. Big businesses have used PR to keep useful and often damaging information under wraps.

From here, the job has escalated into using PR as a marketing tool to spin just the glowing facts. This, in turn, compromises the integrity of journalism and gives rise to the resentment that journalists feel toward PR people in general. Can you say Enron?

Ultimately, the PR industry stands to benefit from some self- regulation, watchdog organizations, and certification of some sort, a development we’d love to see happen. The truth is, well, the truth: PR people who hew to the facts are tending a landscape that is entirely better for the PR industry.

On the flip side, journalists can get great ideas, find the help that they need, and get connected to sources they want, need, and covet, if they’d just give the PR guys a chance. Ah, working together. Our kind of world.

We call that smart.

And if the reporter doesn’t find you out, the thousands of other people reading that story will. For example, take our friends at the delivery logistics agency who get coverage for trucking in supplies during an emergency. Once their story runs on the evening news, all the other logistics consultants are going to want their two cents heard. If the news story contains any inaccuracies or misstatements, they won’t hesitate to point it out. Therefore, if you have not been straight with journalists in telling your story, they will hear about it—mark our boldfaced words. And you will be screwed.