The
other day I signed a new client for the book publicity firm that I work
for. The author seems interesting and
qualified to speak about his area of expertise.
I believe we can get a fair amount of decent media coverage for the book
and author brand. But I realize that I’m
part of the problem out there, or why disinformation from disreputable people
circulates above more accurate information from more qualified sources.
The
problem has many layers. First, as a
paid promoter, my objectivity goes out the window. I’m a pay-to-say media
whore. I draw the line that I won’t
purposely promote a lie or someone that I know is lying, but what happens when
I don’t know someone is a liar or is speaking half-truths? What obligation, if any, do I have to make
sure I’m only promoting facts, or if opinions, ones that I think are acceptable
and clearly labeled as opinions?
The
other issue is that anyone, including authors, can get access to quality media
representation simply because they are willing to pay for it. The news is hijacked by publicists because
they know how to sell a message, even one that could turn out to be fake.
The
media is doing a poor job at guarding the hen house from the fox. Perhaps it’s because the fox brings them
flowers. The media is understaffed and
overtaxed. Further, it is compromised by its advertising model. Too many media outlets, especially on TV and
radio, have paid arrangements for media coverage. It’s a pay-for-play approach that leaves the
consumer exposed to illegitimate messages.
Social
media is not the great equalizer. All
that it did was create a bigger playground for those who have the means to get
a message out. People “buy” followers
and “sponsor” tweets and posts.
It
all leaves you to wonder what source is reliable and which message is
truthful. We always knew that the media
acts in the interests of its advertisers and in the political or financial
preferences of its ownership. But now
the media is also corrupted by outside forces and it doesn’t appear to be
improving.
George
Orwell, with his prophetic book 1984,
predicted we wouldn’t be able to trust in the news media or information that is
published, primarily because of a dark government influence. It now appears the real enemy or threat to
information and free speech comes from Corporate America, the media itself, and
the public relations industry. It
doesn’t have to remain this way but it is clear that the public will need to
work harder and smarter to uncover, discern, and properly digest facts from
fiction, truth from lies, and right from wrong.
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