Key Takeaways
– The use of unnamed sources in journalism is raising concerns about media credibility.
– Journalists feel an ethical responsibility to combat misinformation and fake news.
– Some media outlets are pushing back against damaging PR practices, such as sharing information “on background.”
– The Verge has updated its ethics policy to address these concerns and clarify rules for PR professionals.
– The difference between “on background” and “off the record” is explained, with cautionary advice for using these strategies.
Introduction
The practice of using unnamed sources in journalism has become a topic of concern in recent years. With the rise of fake news and misinformation, the public’s trust in the media has reached an all-time low. Journalists themselves feel a strong ethical responsibility to combat this issue and ensure that the information they provide is accurate and reliable. However, with newsrooms facing downsizing and budget cuts, fulfilling this responsibility has become increasingly challenging.
The Role of Media in Combating Misinformation
Journalists believe that it is their duty to vet fake news and identify misleading information. They understand the importance of providing the public with accurate and unbiased reporting. However, with limited resources and time constraints, this task becomes more difficult. Journalists are constantly under pressure to meet deadlines and produce content, which can sometimes lead to errors or incomplete reporting.
The Ethical Responsibility of Journalists
Despite these challenges, journalists are committed to upholding their ethical responsibility. They understand the impact that misinformation can have on society and strive to provide the public with reliable information. Journalists undergo rigorous training and adhere to a code of ethics that guides their reporting practices. They are trained to verify sources, fact-check information, and provide balanced coverage.
The Role of Government and Social Media Companies
While journalists bear the primary responsibility for combating misinformation, they believe that other entities, such as the government and social media companies, also have a role to play. Journalists argue that the government should implement policies and regulations to address the spread of fake news. They also believe that social media companies should take more responsibility for the content shared on their platforms and implement stricter measures to combat misinformation.
The Problem with “On Background” Information
One damaging PR practice that some media outlets are pushing back against is the sharing of information “on background.” This practice involves providing information to journalists with the understanding that it will not be attributed to a specific source. While this may seem harmless, it can undermine trust in the media and lead to the spread of misinformation.
The Verge’s Updated Ethics Policy
The Verge, a prominent media outlet, has recognized the concerns surrounding the use of “on background” information and has taken steps to address them. The publication has updated its ethics policy to clarify its rules for PR professionals and others who provide information to journalists. The Verge now states that information shared on background cannot be assumed to be treated as such, and PR professionals should not rely on this practice to control narratives or avoid scrutiny.
Examples of Damaging PR Practices
The Verge provides examples of damaging PR practices that have contributed to the erosion of trust in the media. These include companies holding product briefings without attribution, PR professionals emailing links on background, and misrepresenting April Fools’ jokes. These practices demonstrate a pattern of PR professionals trying to control narratives and trade access for favorable coverage, which ultimately undermines the credibility of the media.
The Difference Between “On Background” and “Off the Record”
It is important to understand the difference between “on background” and “off the record” when dealing with journalists. “On background” means that the information can be used in the story but cannot be attributed to a specific source. “Off the record” means that the information cannot be used in the story at all. Media relations experts caution that these strategies can backfire without a strong relationship with the reporter or clear reasons for using them.
The Associated Press’ Rules on Anonymous Sources
The Associated Press, a widely respected news organization, has its own rules regarding the use of anonymous sources. The organization advises journalists to use anonymous sources sparingly and only when the information is vital to the story and cannot be obtained through other means. The Associated Press also emphasizes the importance of verifying the information provided by anonymous sources to ensure its accuracy and reliability.
The Consequences of Breaking an Agreement
If an agreement to go off the record or on background is broken, complaining about journalistic rules is unlikely to be effective. In today’s digital media environment, information is likely to be published regardless of any agreements made. Therefore, it is safer for PR professionals and others seeking an audience to be on the record and transparent about the information they provide.
Conclusion
The use of unnamed sources in journalism and the practice of sharing information “on background” have raised concerns about the credibility of the media. Journalists feel a strong ethical responsibility to combat misinformation and provide the public with accurate and reliable information. Some media outlets, such as The Verge, are pushing back against damaging PR practices and updating their ethics policies to address these concerns. It is important for PR professionals and others seeking an audience to understand the difference between “on background” and “off the record” and to be transparent and accountable for the information they provide. Ultimately, building trust between journalists and their sources is crucial for maintaining the integrity of the media and combating the spread of fake news.
