PRistii, jurnalistii si echidistanta – o abordare socanta
N-am auzit pana acum niciun PRist (din intreaga lume) sa se planga de articolele favorabile.
Am zis sa va avertizez din titlu: aveti de-a face cu o abordare socanta. Am intrat in paine cu vorbele de mai sus. Acum sa detaliez.
Orice om de PR isi doreste ca ale sale materiale trimise presei sa apara. Orice om care angajeaza un PR isi doreste ca acesta sa aduca vizibilitate (persoanei, companiei, produselor – dupa caz).
Un alt lucru care se stie este ca exista 99,99% sanse ca o companie/un produs/o persoana sa NU fie pe placul oricui.
Ce legatura are asta cu jurnalismul care ar trebui sa fie echidistant?
Simplu: nu exista presa complet obiectiva. Jurnalistii au preferinte si articolele pot fi mai partinitoare sau putin contra. In plus, in spatele oricarei publicatii exista persoane/firme care finanteaza. Ceea ce inseamna ca exista interese economice completate deseori de interese politice.
Echidistanta este un mit oriunde in lume – e suficient sa ne amintim ca exista publicatii clar de dreapta, clar de stanga, moderate, pro X sau impotriva lui Y si asa mai departe.
Care sunt implicatiile pentru PRisti?
Pot aparea articole mai putin favorabile. De altfel, orice PRist ar trebui sa aiba in cadrul monitorizarii o casuta speciala de comentarii unde sa se specifice daca atitudinea este pro sau anti marca. Se va urmari evolutia in timp a atitudinii unui ziar/jurnalist fata de organizatie si produsele/serviciile sale. In baza informatiilor din monitorizare se si trimit materiale de anumite feluri jurnalistilor de acolo. Dar am intrat in alta zona.
Articolele nefavorabile desigur ca ii nemultumesc pe oamenii de relatii publice (si nu doar pe ei). Deseori ajung sa se planga. Uneori cauta articole sau informatii negative despre autor sau persoanele mentionate in articol pentru a discredita informatia aparuta si mai putin favorabila. Dar astea-s din nou alte tehnici in care nu intram acum.
Ca atare oamenii de PR se plang de zor de atitudinea negativa/ironica etc. a jurnalistilor fata de compania/produsele/serviciile pe care le promoveaza.
Si se plang. Se acuza presa ca nu e echidistanta, ca nu ofera informatiile in mod obiectiv.
Dar daca apare un articol pozitiv (nu obiectiv, ci pozitiv!) nu se plange nimeni. Dimpotriva. Orice PR se bucura, se duce si se lauda la sefi, la prieteni, promoveaza acel material peste tot.
De unde insa aceasta atitudine?
De ce se cere obiectivitate doar cand informatiile sunt negative (mai ales ca uneori se bazeaza pe fapte reale, chiar daca nu convin sursei), dar cand apar informatii pozitive nu se plange nimeni.
Ati auzit vreodata pe vreun PR sa roage un jurnalist sa fie obiectiv si sa nu mai laude compania pe care o reprezinta omul de relatii publice? Cer oamenii de PR obiectivitate doar cand le convine?
Ce spune aceasta atitudine despre unii dintre oamenii de PR? (cei care nu se plang nimanui nici de bine, nici de rau nu sunt vizati de articol)
Insemnari similare
@Loredana,
cred ca ai construit un rationament fals, dar fara sa vrei. Totul porneste de aici, de la acest citat.
”Orice om de PR isi doreste ca ale sale materiale trimise presei sa apara. Orice om care angajeaza un PR isi doreste ca acesta sa aduca vizibilitate (persoanei, companiei, produselor – dupa caz).”
Eu unul as prefera ca un ”PR sa aduca elemente pozitive noi la capitolul vizibilitate din strategia firmei fara a afecta prezentare obiectiva…bla bla ..” sa zicem.
Atitudinea favorabila fata de articolele pozitive ar putea veni din doua directii.
1. PRul considera ca un articol pozitiv compenseaza o serie de articole negative si deci echilibreaza imaginea de ansamblu care tinde, spera PRistul, spre obiectivitate.
2. Nu respecta un cod deontologic profesional. Mai pompos spus nu adera la un set de valori profesionale.
Apropo, aveti un cod deontologic, dragi PRisiti ? 🙂
Las sa se mai adune comentarii apropo de asteptarile de la PR, adaug acum doar ca da, exista coduri ale relatiilor publice 🙂
Loredana,
daca zici ca exista mai multe coduri, tu la care dintre ele ai aderat ?
Sunt similare in recomandari.
Vezi, raspunsul tau respecta doar criteriul vizibilitatatii dar nu pe cel al obiectivitatii.
Pentru ca nu vreau sa duc discutia in aceasta directie. Se stie de codul PRSA (asociatia internationala a oamenilor de PR) ca fiind punct de reper. In mod normal orice PRist ar trebui sa adere la acest cod.
Chestiunea asupra careia m-am oprit e data de ipocrizia din randul oamenilor de relatii publice. Nu, evident, nu toti sunt ipocriti. Da, nu toti se plang si nici nu se lauda.
Insa nu, nu are legatura intotdeauna cu compensarea. Se poate sa nu ai niciun articol negativ sau sa fie unul intr-o publicatie si 30 pozitive, dar tu sa te plangi de acel 1.
Cat de corect e sa te plangi de rau, dar niciodata de bine in conditiile in care strigi obiectivitate? – aceasta e intrebarea. Ori nu strigi, ori nu te plangi, ori te plangi de ambele.
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