I have to admit to some shock at the announcement that the just-announced successor to Ted Koppel at ABC News’s Nightline program is Dan Abrams. Why?
Because while Dan Abrams has some significant experience in journalism, he’s most recently been a CEO in the PR and marketing industry. Koppel, by contrast, was a lifelong journalist (and, of course, remains a journalist and commentator).
Many journalists leave that trade to begin working as public relations practitioners. That’s nothing new; there are decades of history pointing to that, including my personal history. It’s much less frequent to see people move from the PR industry back to journalism.
For what it’s worth, I think there are good reasons that PR people should be PR people and journalists should be journalists. When you embark on a media relations initiative, the theory is that media coverage tells the reader / listener / viewer that while there may be a “PR angle” to the story, the “media” have judged it worthy of coverage. Hence the phrase “newsworthy.”
There are many ways in which the wall between editorial decision-making and the advertising / marketing / PR / communications world gets chipped away. When I edited some magazines nearly 25 years ago, I would regularly have the sales manager come to me, saying “You know, it’d be great if you covered something about McBlatherston’s, they just took a full page…” I didn’t do that. And the ongoing tension and conflict was a big reason I left that job.
Publications often create “special advertising sections” that use cheaply produced or free copy that surrounds ads. There are “infomercials” that try to mimic the look and feel of news reports or programs. There was the VNR, or Video News Release, which caused quite a scandal in the 2000s. And there are publications which simply sell their editorial space. Sometimes it’s completely obvious, as in a full-page article on a business with a facing page ad for the business; other times, it’s much more subtle.
When Abrams left journalism to start PR businesses, his first idea was to have working journalists consult with corporate clients on communications strategy. That didn’t fly, so he moved on to a suite of websites (probably led by Mediaite, a media news blog) and Abrams Research, “a full service digital and social media agency, specializing in the development of web-based digital marketing campaigns, in addition to advising on social media strategy for non-profit, international, financial, political, sports, entertainment and Fortune 500 clients. In a nutshell, we help brands direct their social media efforts to efficiently reach and engage their target audience(s).” Now, he’s back in journalism as the anchor of a TV show with a fearsome reputation for indepth journalism.
ABC has said that Abrams no longer has any responsibility within the companies that bear his name. But he remains an owner of those companies. I don’t like that. This is a game of perceptions. If and when I watch Nightline with Abrams, I don’t want to be asking myself if the guest is or was a client, or whether there were arrangements made with one of his companies regarding the questions to be asked.
I’ve noticed a trend in retail: auto parts stores selling grocery items; pharmacies selling electronics; office supply stores selling food; grocery stores selling DVDs. I want to buy my drugs and antiperspirant at the pharmacy; I want to buy my food at the grocery store. AND I WANT MY JOURNALISTS TO BE JOURNALISTS, NOT PR PEOPLE.
I think that this sort of thing not only harms journalism, but also reduces the ability of a public relations campaign to actually influence its audience. If there’s no editorial coverage that isn’t bought, if there’s no more trust, why bother doing media relations at all? Just do social media.