Here it comes again. Free Press has filed a complaint with the F.C.C., warning that it’s on to local television stations that pass off “Fake News” as the real thing. I’m anxious to find out how we, as an industry, have done!
As a bit of background here, the group is referring to Video News Releases (VNR) and Satellite Media Tours (SMT); company or government sponsored news releases which television newsrooms use wrongly. The activist group calls the VNRs and SMTs “paid propaganda.” News organizations are supposed to disclose the sponsor or face stiff fines from the F.C.C.
Free Press teamed up with the Center for Media and Democracy in 2006 to release a 10 month-long study that found 77 television stations across the country had used VNRs without disclosing from where the material came.
Surprisingly, the violators weren’t just in small markets, where training on such matters with young staffs is virtually nonexistent. It happened in big and medium markets where the knowledge base and staff size is much deeper.
Embarrassingly, the station where I worked was included on the list – despite having a VNR policy in place. The policy is something I picked up along the way and have added to and revised. I’m including it here for anyone to use or provide me feedback so the policy can be even better.
We in the media are under assault from all sides. There is more competition, fewer of us who do investigative work, and the public is losing its trust in the stories we report.
Ridding newsrooms of carelessly used sponsored material is low-hanging fruit. Clear training and understanding of policies makes us more transparent – which the viewer is demanding.
It’s not just VNRs that damage our credibility. Remember the “Zim Zam Yo-yo Champion” making the rounds earlier this year?
Yeah, it’s a good laugh – only because it didn’t happen to us!
