To the question “What steps can reporters and editors take to monitor PR agents who manipulate the news media?” I ask why you would want to stop them. I feel that in that manipulation everyone wins. The news becomes interesting, which causes viewers to watch longer and the subject gets face time, which I say any publicity in good publicity. The symbiotic relationship helps all parties involved in this trade. To delve deeper, the news team that would run the media just got “free” work because they didn’t have to do any research, but the PR agents are able to spin the story whichever way they would like. As a viewer, to interoperate the news that is being provided and fact or fiction is irrelevant. If I’m watching a channel that I trust and they give me news about a story that I’m either interested or not interested in, then I automatically trust that too, right? As the viewers become more conscious of what their watching then they could make the decision to believe what is right. The job of the PR agent is to persuade you to believe what they would you to about their client while the news station is just there to provide news…It seems like everyone gets a piece of the cake in this situation. When in come to me, I like to hear more than one opinion than just mine. Does it mean I will change my thoughts? Not really, but I like to hear what others think and maybe engage in a healthy debate.
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