Public Relations Versus Journalism
Stuart Howie (pictured below) is executive director of Flame Tree Media, a former editorial director of Fairfax Regional Media and author of The DIY Newsroom. In this guest post, Howie argues the message is getting more and more clouded as journalists continue to move into comms and PR roles…
A common complaint from council communicators is they can’t get their messages out in local media. And local media, where it still exists, bemoans that what they receive from local councils is not newsworthy or is just pure spin.
There’s plenty of other areas that can spur acrimony between the two parties.
When there’s a hot story, not all council officers are prepared to front the issue. Indeed, some council policies (still) do their best to keep officers and even councillors out of the spotlight.
I’ve always regarded it as dirty pool too when a journalist submits questions about a story exclusive to them, but the council makes a response to all media. That’s a sure way to sour the relationship.
Local newsrooms are not without blame for fuelling tensions.
Most council comms teams can provide examples of where journos have got the facts horribly wrong or come to press conferences or events woefully unprepared. Some don’t act in a way that reflects well on themselves, who they represent, or the craft of journalism.
Some reporters make it their mission to make life unbearable for those on the frontline of council communications, which I have some sympathy with, not the least because I used to do that myself. It is the role, afterall, of local journalists to keep local authorities accountable.
Now, however, a new battleground has emerged – and it is one that involves us all, whether we are in the media, the communications game or as the good burghers of a municipality.
Increasingly, councils are running their own media, pitching PR versus journalism – a subject close to my heart as author of The DIY Newsroom.
The topic has received airplay on the ABC’s Media Watch with the focus on what two big councils in Queensland are doing.
Bundaberg Regional Council has set up Bundaberg Now – “a free community website delivering good news online”. And in the City of Ipswich, near Brisbane, a similar venture called Ipswich First has been established.
Why are councils doing this? For at least three good reasons:
- Media has fragmented – and this has caused huge pain and strain for traditional media. Across Australia, hundreds of regional journalists have lost their jobs, newspapers have closed or become emaciated versions of their former selves, and TV newsrooms have been shut or news services are now produced from hundreds of kilometres away. If you’re trying to get a council message distributed that may mean you don’t have a local media outlet, or in the least you’re going to find it hard getting the attention of a journo. You see, it’s a numbers game. When I was editor of the Illawarra Mercury in Wollongong, for instance, I had some 80 full-time equivalent editorial staff. The paper would be lucky to have 20 now. As editorial director for Fairfax Regional Media only several years ago, I had more than 800 editorial staff nationwide. This group of 180 titles has been sold to private investors, but I doubt if the number of journalists employed today was half of what I had.
- Councils can DIY. Most of them don’t realise they have the resource already, often a half-dozen or so people in marketing and communications who can be reorganised into a newsroom operation. Many people in council comms are former journos anyway. Ballarat, my old stomping ground, is a good example where skillsets have easily transferred across from the local paper to Town Hall. Councils have access to the tools for distribution – social media, websites, low-cost gadgetry, and stacks of content. Gee, and don’t forget councils are publicly funded, not reliant on a problematic commercial business model like local media.
- It’s more effective. There’s nothing like going direct with your message in the right form, at the right time and to the right audience. Yes, a story on local radio or in the local newspaper provides a level of authority and influence, but for the vast amount of council information going DIY is a no-brainer. The return on investment can be quantifiably proven to be higher when compared to the same energy, time and budget spent on chasing media mentions.
As a member of Local Government Professionals, I’m increasingly seeing councils run their own news websites, but I’ve also seen them produce regular broadcast news services, newspapers and a host of social media.
Where local media doesn’t or cannot lift its game, it will – to be blunt – get smashed.
I’m thinking of one newspaper for which I did consulting work that has a paywall that would make Donald Trump dizzy with admiration. No-one gets through that without paying their way. Meantime, the newspaper’s circulation is plummeting, and the council’s Facebook page is eating its lunch.
So, the question is not why councils are doing this, but why aren’t all councils taking a DIY newsroom approach?
Media Watch’s Paul Barry is right to ring alarm bells for local journalism.
Only in the past couple of years has Canberra paid any attention to the plight of journalism in the regions and rural Australia, and what that means for a working democracy. I shudder to think of all the stories that aren’t being told across our great land because there’s simply no journo on the patch.
As Barry says: “We reckon there’s nothing wrong with town halls telling us the good news. But if a council-run site weakens commercial media and its capacity to hold power to account, then the whole community will suffer.”
Of course, what councils produce is not the independent and fearless journalism that is the remit and duty of local media.
But a council newsroom can produce a lot of information that will tangibly enrich the lives of citizens and help them connect to their communities.
Councils realising that this is an opportunity and obligation is not mutually exclusive to local media doing its job. Indeed, it highlights the latter’s real purpose of keeping those local authorities to account.
If councils choose to direct their resources otherwise, well local media will just need to transform their business models.
No, it’s not easy.
This week the New York Times reported the death of yet another local bugle, the 121-year-old Warroad Pioneer in Minnesota, which crystallises what a community loses when revenue runs dry and the presses stop rolling.
Certainly we can agree, the more voices, the better. And in every community.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
That should set the cat among the pigeons Stuart.
I’d be interested in your opinion on which regional newspapers have adapted well to this no-longer-new state of affairs, how and why?
Whose responsibility is it to ensure local reporting remains strong? That certainly isn’t a council’s job. Could this be a symptom of publishers not managing to demonstrate value to an audience that has subsequently moved on?