The journalism department at Boston University adopted a resolution yesterday condemning the Bush administration's use of so-called "phony reporters" hired by government agencies to produce broadcast video news releases (VNRs) that appear as "real" news.
VNRs are short clips made available by the government to television stations and networks by satellite feed. Usually produced by public relations firms, the use of such clips by mainstream media news outlets has many people concerned about fair, balanced, accurate and credible reporting. Nothing new here. However, the issue at hand is that the source of this government-supported news content is often not identified or attributed by the MSM.
According to the New York Times, at least 20 government agencies actively produce and distribute VNRs that are later broadcast on local news stations.
The practice of government VNRs is not new.
In 1994, Robert B. Charles wrote a piece for the World & I online stating that:
Today, much of what we see on CNN, ABC, NBC, CBS, and the local news hour is a novel composite, featuring video news releases (VNRs) produced by public relations firms.
If you are surprised, you are not alone. The truth is unsettling. Nightly news is no longer exclusively the product of network or local news crews but is a deft combination of network or station originated stories and corporate or politically sponsored footage. In fact, according to a recent Nielsen Media Research Survey, about 80 percent of U.S. news directors air VNRs several times a month, and 100 percent of American television newsrooms now use VNRs in their newscasts.
Boston University's condemnation of the practice of broadcasting government video news releases is a message to journalism educators to take a stand against deceptive content production.
Bob Zelnick, Chairman of the school's Journalism Department wrote recently:
We find particularly objectionable the use of "phony reporters" hired by one agency or another who deliver complete reports, including sign-offs, without ever mentioning their affiliation and, in some cases misrepresenting it.
We also condemn those stations that knowingly run news segments, written, shot and recorded by the government with no identification as to the source of the material. We regard these practices as unethical journalism that run a high risk of confusing or even deceiving the public.
The fact that the government is passing off PR as news is not surprising. What really bothers me about this is how the mainstream news media has bought into the subversion of journalistic values by the using the government feeds as a way of cutting costs and increasing profits. Apparently, the wall between advertising and news has been smashed not only by the government but by big media itself.
President Bush has defended the practice by brushing off critics by saying that it is up to the broadcasters not the government to disclose the sources of information they use. The problem with this is that big media does not seem to be interested in fair and balanced reporting. Big media is about doing news on the cheap. In this case, big media is essentially thumbing its nose at the public by using government news feeds that are passed them off as real news.
Educators need to take a stand. People need to take a stand. Otherwise, how can we trust big media to do the right thing when it comes down to a choice between truth and profits. Obviously, big media has already made up its collective mind on the matter. Obviously, the government has made up its mind as well. So, no big surprises here. What's next?
The Boston University Resolution reads:
March 22, 2005
RESOLVED, THAT...
As educators of the next generation of American journalists, we the journalism faculty at the College of Communication, Boston University:
Recognize the need of citizens in a democracy for information that is accurate, unbiased and independently gathered and presented;
Recognize the vital need of government to communicate with its citizens and the useful role print and video news releases (VNRs) can play in this process;
Recognize the obligation of news organizations to identify clearly the origin of any editorial material provided by government, business, interest group or any source other than their own news gathering or that of affiliated news organizations;
Recognize the obligation of government to avoid using VNRs for purposes of political advocacy or propaganda;
Recognize the need to avoid presenting the material in a way that invites public confusion as to its source;
Note the President's recent statement that acknowledges the need to maintain a clear line of distinction between journalists and members of the government or Administration;
Condemn the use of “phony” reporters hired by the government to perform in VNRs where their affiliation with government is unstated, and urge the Administration to translate the President's words into action by ceasing this practice at once;
Urge the Administration to identify and cease other practices with respect to VNRs that run a substantial risk of misleading the public;
Condemn the deliberate use by television news outlets of material knowingly obtained from the Administration without clear identification of its origin, and urge all members of the media to cease this deceptive practice at once.
We invite colleagues at other journalism schools and departments to endorse the Boston University Resolution.