The Walkley Foundation an Alliance Initiative

I’m about to enter a room full of fidgety journalists. Half of them probably despise people like me, some grudgingly accept that we must co-exist. The rest know (but perhaps don’t like to admit) that they rely on me for facts, access to people who know stuff, and the “heads up” on an exclusive. We generally get on well.

I’m conscious of their deadlines, because I was once in their shoes.

We are running late for a media conference where we are about to announce details of a class action against the distributor of Bonsoy soy milk, Spiral Foods. I tell them that one part of our talent equation needs a nappy change and that’s why we are delayed. Fortunately they laugh.

The nappy change was not part of the plan but it doesn’t matter. Stage management is supposed to be the trademark of a good “spin doctor” if you listen to the commentary of others. They say we are obsessed with control of key messages, and that “truth” is often a casualty.

In this instance, my role is not just to distil and make sense of the facts of the case, but to support our client Erin Downie and the legal team making public comment.

Bonsoy soy milk was recalled nationally in December 2009 due to unusually high levels of iodine. Erin, who had upped her intake after giving birth to her first child, became bedridden, drifting in and out of consciousness, her heart racing: she was rushed to hospital and was found to have iodine levels that were 10 times normal. She and others who believe they have ongoing health problems from drinking the soy milk are suing Spiral Foods.

Erin was reasonably confident at the media conference and did well when faced with questions, but she was grateful for the support. The lawyers also often need help with explaining issues to the media. Imagine what it would be like for Erin if there was no “media adviser” to tell her what to expect and help her think about what she would like to say. 

Journalists forget that telling a story to the media can be a terrifying ordeal, especially for those who have never done it before, have suffered great loss or are physically injured. Sometimes journalists approach our clients directly. I make no apology for intervening to make sure our clients’ interests are protected, particularly when they are in the midst of legal proceedings.

There are many terms that can be used to describe people like me: “spin doctor” is my least favourite. It’s simplistic – a lazy catch-all that fails to capture what we do.

It’s too easy to accuse anyone who works in a media relations role of standing in the way of a great story. When democracy fails, a PR is never far away; when the public can’t understand what a politician is saying, we are to blame.

So when a journalist takes a media release and puts it online or into a newspaper largely unchanged, is that my fault?

There are people in PR who trade predominantly in facts and there are those who promulgate manufactured political opinion or key messages from powerful interests. The modus operandi of these two beasts is likely to be quite different.

Contrary to what you may have read and heard, public relations people are not the root cause of all that is wrong with the media. Bias and the perpetuation of agendas that reaffirm the position of the powerful have existed as long as journalists. 

There’s no denying that quality journalism is in serious trouble or that we have a problem with obfuscating and gatekeeping, particularly in politics, but let’s have a more sophisticated debate that respects the varying roles played by all media professionals.

There are as many different types of communications and PR people as are there are journalists, so why define “spin doctors” as one homogenous group?

You may not believe it, but PRs can act in the public interest. This was acknowledged at the Walkley Media Conference in August when leading US journalism academic Jay Rosen agreed that some important stories were broken by public relations staff working in campaigning organisations.

By assisting ordinary people to tell a story to the media, we can give power to voices that would otherwise never be heard. Having a central point of contact also helps news gatherers (who don’t always have time to walk the streets and work the phones) to get the best stories.

Time-poor reporters have to rely on a range of resources – PRs are just one. It’s not uncommon for me to have three or more clarifying phone calls from a journalist over one straightforward story. Or to be asked to provide a “person who has suffered medical negligence” to talk on radio or TV at short notice. (PS: They have to be young and good-looking, too, and have been treated by particular area health service.)

I’ve worked with small organisations, including trade unions, that are doing important work but are unaware of the rules of engagement with journalists. And even large companies need help to tell the world what they are doing. Sure the organisation’s profile is boosted and brand awareness raised. Brands are everywhere, and journalists who think news is a brand-free zone are kidding themselves. Journalists themselves are writing stories to improve the brand strength of their outlets.

At Maurice Blackburn, we handle complex legal cases of enormous public interest. Of course, most publicity benefits the firm. Some of the matters find their way into the media without a press release or briefing, but they still require a strategy and co-ordination.

It is a redundant argument to conclude that journalists and PRs can never peacefully coexist. We already do.

The Punch and former Daily Telegraph editor David Penberthy has acknowledged that responsibility for making sure that there is not a power imbalance lies on both sides of the fence. 

“The media can complain about this new culture but it is also complicit in it. Reporters should be reminded that press secretaries are not a substitute for contacts and that you can’t simultaneously complain about the rise of spin doctoring if you are prepared to subsist journalistically on a diet of press releases and take a string of government authorised dot points as a substitute for independent analysis of the very policies which affect people’s lives.” (Sunday Herald Sun, October 17, 2010)

I could not agree more.

And by the way, if I never hear the term “spin doctor” again, it will be too soon.

Amanda Tattam is national media adviser at Maurice Blackburn Lawyers. She has 24 years’ experience as a journalist, editor and media trainer