In my journalism department at Southern Connecticut State University, I learned about the key role of fair and balanced news reporting in our society. We were “watch dogs” in training…junior members of the “unofficial fourth estate.”
This training extended beyond the classroom and was emphasized (and by ‘emphasized’ I mean tattooed on our minds and hearts) within the journalism community through associations such as the Society of Professional Journalists.
A critical piece of fair and balanced reporting is a solid editorial wall – a clear division between editorial and advertising. In PR we refer to editorial as “earned publicity.” Not paid for like advertising, but acquired through merit.
This is the holy division between what lies on either side of the wall. Editorial is information readers can count on, not information someone has paid for.
When I was in j-school and a working reporter/editor the biggest threat to this wall were media conglomerates (perhaps they still are). But now a new, powerful threat has emerged – from within.
On a daily basis I am running into editors that double as ad reps and responses from reporters stating that they only cover advertiser stories.
Sadly, newspapers across the country are closing up shop or dramatically cutting staff. Clearly, this “pay for play” trend is a survival tactic. But will it stand the test of time or just buy some time?
This old watch dog thinks we are trading the brick wall for a house of straw. Watch out. The wolves are coming.
Jessica Lyon
@JessLyon
Co-Communications 
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