Earlier in CONTENTIOUS I wrote about the controversy that erupted recently over a video news release (VNR) created by the US Dept. of Health and Human Services (HHS) as part of a public relations campaign to increase public support for new Medicare legislation. This VNR took the form of a fake news broadcast, complete with fake reporters asking scripted softball questions that yielded equally scripted softball answers.
Apparently, these spots aired on dozens of US newscasts. The source and nature of the footage was not identified. That’s outraged a lot of journalists, and many journalism organizations and publications have recently given voice and weight to that outrage.
I’m glad to see this outrage, since I’ve long believed that when news organizations air or publish any PR-supplied materials without clearly identifying the source, they are misleading their audience as well as abdicating their public and professional responsibility.
In my opinion, VNRs are not evil — unscrupulous journalists are.
Airing an unidentified VNR falls into the same ethical pit as reprinting a press release as a straight news story. It’s bad journalism, plain and simple. And it happens far too often, in all kinds of news outlets.
I do wish that, in general and on an individual level, journalists would be more forthright about acknowledging the news media’s longstanding complicity in this particular ethical problem…
(Full story, with links to resources and updates…)