Opinion and trust

In many parts of the world there can be a blurred line between journalism and advertising. In some countries it is typical that a journalist won’t write about your organisation unless they are paid to do so. In other places this is unthinkable as it is seen as corrupting a free press and undermining trust.

If you are engaging with a journalist or media outlet it is important that you are clear about the pros and cons of the various kinds of relationship between you.

EDITORIALS

This is where the journalist decides what to write about, and will often state a position from the point of view of the relevant media outlet. An editorial will often weigh up various arguments and come down on one side or another.

You do not pay where an editorial comment is involved. The journalist is in control, although you might have some influence over the content through a good relationship with the journalist, your statements or your press releases.

PROS:

• The audience tends to trust an editorial if they trust the media organisation.
• You do not pay.

CONS:

• You have little control, except through building up good media relations.

ADVERTORIALS

This is a form of advertising, so you pay for the space. The media outlet will ally itself with the content, and often use its journalistic staff to write the articles, source photos and layout the materials. Sometimes the items are flagged as advertising, sometimes not.

PROS:

• You are in control of the content.
• It can look like it is part of the normal output of the organisation, which might encourage the audience to trust the content more.

Cons:

• It is advertising, so it costs money.
• It is advertising, so the audience might trust it less than an objective report.