Fresh linen for embedded media

2 Apr 2003

There has been discussion about the impartiality of media embedded with the troops who are able to bring news to audiences right from the front line as it is happening. I believe having media well versed in the subject they are writing about is a good thing. Whether media embedded with the military are more or less likely to report accurately than media who have been on a junket to meet the movie stars of the latest blockbuster or who interview a chef before enjoying their meal is a question worth asking.

I believe good publicity is generated when the publicist and journalist share an understanding of the subject at hand - and the client allows both to be embedded, immersed in their business.

Recently some dust was kicked up in the Weekend Argus when a chef criticised the paper and its key food writer for submitting copy before the event happened and not being clear about whether the piece was a preview, review or just editorial copy.

The closer the journalist to source the more reliable the copy. In the case of the Weekend Argus that journalist knows more about food, wine and restaurants in this town than most. Having worked closely with her for well over a decade it is true for me that she is above reproach.

Truth is not absolute. I judge that it would be extremely difficult for a journalist to comment only about a matter at hand and not allow extraneous factors to impact on an opinion. Even this week's reports about Iraqi women and children who were killed at a checkpoint when they failed to stop even after a warning shot had been fired has been reported differently by various networks.

Embedding media is a way to add colour, texture and spin to the facts which is what we communications professionals do.

The only way for the audience to be sure of the truth is to expose themselves to reporting of the same event by other media.

My client Out of the Blue is now selling linen - I'm stocking up so that the next time someone is embedded with me, it will be a comfy ride.