I felt a little like I was back at St. Ignatius High School as I listened to Michael Parks' Thursday afternoon lecture -- particularly the part about journalists' responsibility to improve society. Aside from the momentary Latin translation flashback, it fired me up.
As a journalist, it's tempting -- at least initially -- to scoff at the idea. So I was intrigued when Jerry Swerling, professor of Professional Practice and director of Public Relations Studies at USC's Annenberg School for Communication, posited the idea at Annenberg's Aug. 11 "Journalistic Agendas" monthly dinner.
After all, we had just discussed in class how a journalists first allegiance is to the public, setting us apart from other professions --like PR, I thought -- where corporate or personal allegiance comes first. Aside from a PIO helping to fulfill a Public Information Act request or facilitating access to information and individuals in other ways, how can you frame a PR person as working in the public interest?
This should sound familiar to anyone in our Specialized Journalism class, where we have discussed reduction in public trust as a factor of the overall crisis in journalism today. Without explicitly using the word, to my recollection, Swerling is calling for increased accountability in public relations as a key to its success, a topic that also flows into our class discussions about journalism ethics.
In the accompanying video interview, Swerling discusses what I'll call the accountability model for thinking of public relations, and mentions tobacco companies and the Exxon Valdez oil spill in response to concerns expressed by me (namely, how would that fit the public interest?) before the video picks up.
It's also interesting to consider the personal ethical choices expressed by Swerling about why he wouldn't work for certain companies in the context of our readings and discussions about journalism ethics -- how these questions might be settled discursively, governed by collective reasoning or argument, rather than simply by personal intuition, which tends to be relied on for making personal choices in and outside the newsroom.
As a member of the alternative press for eight years as a staff writer and deputy editor for the Pasadena Weekly (associate editor since I started Annenberg's Specialized Journalism Program), the broader topics of what makes good journalism have reminded me of the continual struggle of alternative newsweeklies and our trade association to define ourselves.
For a long time, alt weeklies were seen as playing a supplemental role of better explaining and contextualizing mainstream journalism and its coverage of events.
My experience at the Weekly showed me that alt papers can do so much more. We break news. We localize topics of broad concern. We provide big-picture histories that relate to important happenings in our communities. We can do it all.
We're basically just newspapers, only with a greater luxury of time and flexibility of content choice that demands we offer stories that go beyond basic fact gathering to better explain the news.
Andrew Lih's introduction of Robert Lucky's Information Pyramid (I'm still hunting for a link, so if you have one please send this way) helps explain. At the bottom, there's data and information--basically, the raw, so-called "objective" facts of a given situation. Michael Jackson's in the hospital. Michael Jackson has died.
Then come knowledge and ultimately wisdom: what does it mean that Michael Jackson has died, and why is this important?
As Professor Lih explained, today's news audience is bombarded by so much information from so many sources that many expect the "professional" journalist to do it all: get the facts right and figure out what they mean and why they are important.
Dean Howard Gillman's Tuesday lecture was really a call for all professional media to do just that.
His criticism of journalism's broader shortcomings must be heeded, especially after reading on page 49 of Carnegie's "Journalism's Crisis of Confidence" about a study of young news consumers identified "Daily Show" host Jon Stewart as "the most trusted of the TV anchors among the group that chose the Internet as their top news source, while among the entire group Stewart tied with then-NBC anchor Tom Brokaw and came in ahead of ABC's Peter Jennings and former CBS anchor Dan Rather when asked about who they 'trust the most' to provide 'information about politics and politicians."
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