The Hindu Business Line : Don't `pay' for media coverage

At a time when the distance between large sections of the Indian media and the people of the country has perhaps become wider than ever before, journalists as well as their employers have to introspect yet again on the principles and norms that should govern their work.

THERE was a huge hue and cry after one of India's largest publishing groups devised a rather disingenuous strategy of accepting money for assuring editorial space.

By this scheme public relations firms or individuals would shell out funds to ensure that complimentary articles and/or photographs about the persons or organisations concerned were published in the group's publications.

When competing newspapers pointed out the blatant violation of journalistic ethics and norms implicit in following such a practice, the group's managers put up a weak (if unconvincing) defence of their actions. They argued that such "advertorials" were not appearing in the main broadsheet but only in the city-specific supplements that highlight society trivia rather than hard news.

There was another, even more blatant justification of this pernicious practice. It was argued that if PR firms are, in any case, "bribing" journalists to ensure that stories/pictures of their clients are carried, what was wrong if the intermediary - in this instance, the PR agency - was eliminated from the process?

These specious arguments convinced few and angered many. At a seminar, this correspondent had jocularly asked a senior executive of the group if he would publish my photograph with a caption saying I'm the most handsome man on earth if I paid his company Rs 1 lakh. He predictably laughed away my remarks. But I was trying to make a point. From what one learns, the practice of accepting money for assured editorial coverage has been discontinued (at least, overtly) by the group.

However, the phenomenon of bribing journalists to make them do their work (diligently or otherwise) is not new, nor is it peculiar to the Indian media - media that is supposed to be upholding freedom of expression in a country that calls itself the world's largest democracy.

The problems associated with bribing for media coverage were obviously considered an important enough issue for six global organisations to come together recently to formulate a set of principles that is designed foster greater transparency in the dealings between those in the media and those in PR.

These six organisations — the International Press Institute (IPI), the International Federation of Journalists (IFJ), Transparency International, the Global Alliance for Public Relations and Communications Management, the Institute for Public Relations Research and Education, and the International Public Relations Association — announced their support for a set of principles aimed at curbing bribery for media coverage on July 26.

The International PR Association is an organisation of over 1,000 senior PR professionals. The IPI, with members in 115 countries, is dedicated to the promotion of press freedom, protection of journalists and improving journalistic practices.

The IFJ contends that it is the world's largest association of journalists — it has some 500,000 members in over 100 countries — promoting press freedom and social justice through independent trade unions. Founded in Berlin, Transparency International is a non-profit organisation that aims at fighting corruption in every form all over the world.

The Global Alliance for PR and Communications Management comprises 50 member organisations representing over 150,000 PR professionals, while the Institute for PR Research and Education (located at the University of Florida) seeks to improve PR practices through research, education, measurement and evaluation.

The principles embodied in the "charter for media transparency" are as follows:

News material should appear as a result of the news judgment of journalists and editors and not as a result of any payment in cash or in kind or any other inducements.

Material involving payment should be clearly identified as advertising, sponsorship or promotion.

No journalist or media representative should ever suggest that news coverage will appear for any reason other than its merit.

When samples or loans of products or services are necessary for a journalist to render an objective opinion, the length of time should be agreed in advance and loaned products should be returned afterwards.

The media should institute written policies regarding the receipt of gifts or discounted products or services, and journalists should be required to sign the policy.

Dr Donald K Wright, president of the International PR Association, said: "In too many countries, bribery of the news media robs citizens of truthful information that they need to make individual and community decisions".

He added that this campaign was started with the goal of eliminating unethical practices in dealings between news sources and the media. Mr Johann P. Fritz, director, IPI, said that "all attempts to corrupt the media compromise the freedom of expression that protects all other rights."

Mr Peter Eigen, chairman, Transparency International, observed: "The media has an important watchdog role to hold to account those in positions of power. To be credible in this role, it is essential that journalists refuse bribes and the corporate sector desists from offering bribes. It is also crucial that editors, publishers and media owners give journalists all the support they need to implement the media transparency principles announced... "

"Courageous reporters risk life and limb every day to defend press freedom and human rights," said Aidan White, secretary of the Brussels-based IFJ. "We cannot stand by while bribery mocks those sacrifices... " Mr Jean Valin of the Global Alliance for PR and Communications Management, said the attempt to bring "grassroots strength to this coalition for media transparency... is closely linked to ethics in organizations, which is a cornerstone for effective and credible communication with the public".

The Institute for PR Research and Education with the International PR Association had, last year, released an index ranking 66 nations on the basis of the likelihood that print journalists will seek or accept cash for news coverage, said Mr Frank Ovaitt, president and CEO-elect of the Institute. He believes that "this is a critical issue that serious journalists and public relations people must address together". This study can be accessed at: www.instituteforpr.com/international.phtml?article_id=bribery_index.

Bribe-givers and bribe-takers have to be both penalised if media operations are to become more transparent and responsive to what society expects of journalists. It used to be said that if easy to bribe Indian journalists because most of them were rather poorly remunerated.

This logic would hold good for people in other professions as well, be they in the bureaucracy, the police force or in education. At a time when the distance between large sections of the Indian media and the people of the country has perhaps become wider than ever before — witness the inability of large sections of the media to anticipate the outcome of the 14th general elections — journalists as well as their employers have to introspect yet again on the principles and norms that should govern their work.

It is not as if a code of conduct will dramatically alter the ethical environment — nevertheless, the charter on media transparency is a step in the right direction.

(The author is Director, School of Convergence and can be contacted at paranjoy@yahoo.com.)

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