Resisting Political Pressures
Despite their deep mutual distrust, journalists and politicians in the United Kingdom have come to co-exist in the knowledge that they need each other. Yet the perceived influence of the media–especially television–on public opinion, particularly at election times, and the increasingly ‘presidential’ nature of party politics, has led to unprecedented, unrelenting and sometimes crude pressure by politicians or their supporters on journalists carrying out their duties. Your role as a reporter is not to be deflected from seeking and broadcasting the truth as you see it. In the hot-house atmosphere of modern news-gathering this can be extremely difficult.
Defending against ‘the spin’
Politicians and other public figures pursue publicity in their attempts to get their message across. To help them the main players now employ propagandists, ‘media specialists’ or ‘image consultants’, whose role includes trying to put the most favourable gloss on news stories which on the surface might not appear to be to their advantage.To the journalists they are known as ‘spin doctors’, and their attempts at exploiting the news media have become a significant factor in the coverage of modern political news. It is not all one-sided: journalists are ever on the lookout for the smallest signs of individual financial or sexual peccadillos, Government splits or factional in-fighting and the by-play between the two sides has taken on the appearance of a game in which the participants constantly try to outwit each other.
Video news releases
The ready availability of broadcast standard camera equipment has spawned the birth of the Video News Release, a visual version of the written press release. VNRs, often produced to the same high quality of the mainstream news programmes are provided free (usually) by specialist or public relations companies, and contain attractive raw news material which might not be available under any other circumstances. For hard-pressed news organisations with rarely enough resources to cover every news item they would like, ready-made VNR material is often as innocuous and informative as it is useful, but journalists should treat it as they would any other press release. ‘Wall-paper’ pictures of otherwise inaccessible locations or commercial production processes may be all very well, but journalists should be suspicious of executives who prefer to be interviewed ‘in-house’ rather than risk exposure to outsiders. At times, also, the nature and content of VNRs offered by pressure groups can appear almost irresistible, but the makers’ own agenda and the material itself should always be scrutinised with great care before a decision is made whether to allow any of it on-screen.
ON THE RECORD means what you are told is for broadcast or publication.
● No problem, subject to legal constraints.
OFF THE RECORD means what you are told is not for broadcast or publication.
● More of a problem. Try to establish in advance how much of the information you can use. Don’t agree to the condition retrospectively without very serious consideration.
NOT FOR ATTRIBUTION means you can broadcast or publish what you are told as long as you do not reveal the source of the information.
● Very much a problem. Sometimes used in an attempt at news management. Be wary.
LOBBY BRIEFINGS are usually for groups of specialist journalists by invitation from government or other official sources. Information may be given only on a non-attributable basis.
● Can be a problem. If you join a lobby you must expect to abide by its rules.
ACCREDITATION gives limited numbers of journalists access to places or events where official information is made available.
● Ditto. Being accredited is sometimes the only way of getting to a story.
EMBARGOES allow journalists to have advance copies of documents, reports, speeches or other information on the understanding that broadcast or publication will not take place until a given time.
● Useful but sometimes contentious. Treat every embargo on its merits and be alert to the possibility of news manipulation. Always check advance copies of speeches against delivery: there is no guarantee against a speaker departing from a prepared text.
NEWS BLACKOUTS are sought by the authorities when they believe broadcast or publication could endanger life.
● Acceptable only under certain conditions usually decided at high level. Never commit yourself. Always refer such requests to senior colleagues.
REQUESTS FOR ANONYMITY are made by people who believe broadcast or publication would be harmful.
● Treat with caution. There are circumstances in which anonymity should be granted: make no promises and refer to senior colleagues.