Is Your Magazine In The Grip Of Pr?

Folio: The Magazine for Magazine Management, June 1, 2001

George Orwell is reputed to have once said: "Journalism is printing what someone else does not want printed; everything else is public relations." John Brady of Brady & Paul Communications says many magazines have fallen prey to PR's considerable influence. "The simple truth is that magazines today are a lot softer than you would suppose," Brady warned an audience at April's FOLIO: West Conference in Los Angeles.

"The 'best and worst' features have now just turned into 'the best.' Political correctness has moved into the landscape, creating a we-don't-want-to-criticize-anyone attitude. Product news sounds like warmed-over PR" Brady describes five telltale signs that a magazine's editorial is shifting from journalism to public relations. (1) Of me I sing: These are single-source stories with quote after promotional quote from a marketing manager or company representative. Single-source-interview stories are a classic tip-off. (2) Oldies but moldies: These are stories that use the same old sources time after ti me because they're easily accessible. (3) Kiss and sell: These articles are loaded with copy that sounds like it came from a brochure that accompanies the product. (4) Guests for hire: Says Brady, "Typically, these columns are written by suppliers to the trade, often with elaborate bio blurbs at the end telling readers how to get in touch with the entrepreneur so he or she can sell something to them as well." (5) Advertorials 'R' Us: Features or guest columns by industry leaders who want to get the corporate word out using your magazine as a platform are not journalism. If any of these five warning signs sound familiar, you might want to revisit your magazine's mission statement and re-evaluate its goals.