Press relations

ALL ORGANIZATIONS seek kind treatment from the press. Many individuals, especially those in showbusiness, also want favorable press coverage. Sportsmen, particularly these days where there are enormous financial rewards from sponsors, are always ready to give (usually anodyne) interviews to journalists.

Newspapers are swamped with press releases from private sector companies which portray then as concerned, compassionate, corporate citizens. It is all part of public relations (PR).

The outpourings of politicians comprise a substantial proportion of what we read. Fortunately, in the Philippines, there are numerous columnists who dispute or disparage the assertions of the politicians or their representatives.

All this make for a robust national conversation, an essential component of what is called, not always inaccurately, a “vibrant” democracy.

The system works on the basis of carrots and sticks. I know nothing about carrots but am aware that the sticks may consist of threats to withdraw advertising (an important source of revenue to newspapers), or libel (rarely implemented).

But good PR is about providing information from which, it is hoped, journalists will write articles which reflect well on the organization supplying the press releases. Every PR practitioner knows that journalists do not take kindly to being told what to do. Readers, too, may be quick to spot “planted” items.

So it is disappointing that the headquarters of the Philippine National Police (PNP) has directed local police to visit media outlets in what seems to be a heavy-handed operation to obtain favorable coverage of police activity (‘good deeds’). The editorial (Panay News, Oct 9) from the National Union of Journalists of the Philippines succinctly describes the attempted incursion on journalistic independence.

On the day before, Panay News published photographs of police officers, six of them, engaged on gardening detail.

Coffee-shop habitués were dismissive. ‘P30, 000 a month for trimming trees and shrubs is not a good way to spend taxpayers’ money!’ said one.

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Nevertheless I salute Chief Superintendent John Bulalacao, Western Visayas police director. At a recent police conference he said that policemen planting evidence on drug suspects face criminal charges. Good. He went on: “Police should avoid rushing antidrug operations and ending up killing suspects. Follow the rules of engagement. Let us be fair to drug pushers.”

But is it realistic to expect the truth from the conduct of police operations to emerge?

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‘All the news that’s fit to print’ – motto of the New York Times, since 1896/PN