Spin: popular term used to describe the framing of a message in what the source considers the most desirable context.
- Fourth Edition Public Relations: A Values Driven Approach
Current Events:
When big PR firms let their journalistic integrity slack, they face negative outcomes. A Boston firm, called Rendon Group was accused of "reports it helped military brass keep naysaying reporters covering the Afghanistan campaign from traveling with U.S. troops."
Writing negative stories, or having any kind of bias where it is not called for led, in this case, to a ranking of reporters based on their past stories. The outcome was a loss of contract with the Pentagon for the PR firm.
Spin, a type of propaganda that public relations should not be, brings ethics into question. The journalists should incorporate a focus on their values at the heart of the four-step public relations process. As chapter six of Public Relations A Values-Driven Approach tells us, "The rewards of ethical behavior [include] the deep satisfaction of doing the right thing."
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