PR Ethics in the Era of Participatory Journalism

Amy Gaharan today voiced some concerns about the ethical implications of PR people playing journalists (which I did yesterday), while at the same time heralding the era of participatory journalism.

"Steve directly raises the precise issue about participatory journalism that deeply disturbs many traditional journalists. He discusses the tremendous potential that participatory journalism offers PR practitioners.

Now, that's the point at which most traditional journalists would stand up and scream 'Ethics foul! That's PR, not journalism!' And they might be right – from their perspective. However, does that ethical gray area necessarily mean that PR people can never meaningfully contribute to the universe of news, that their content is inherently and entirely tainted by their profession? I don't think so."

~~Snip~~

"In my opinion, as long as they fully disclose their profession and involvement or interest in the issue or organization being covered, I don't have a problem with PR people doing participatory journalism. As long as the audience has enough honest information to put that information in an accurate context, to 'consider the source,' I don't think this harms the public discourse."

~~Snip~~

"Again, if PR professionals approach participatory journalism in the spirit of honesty and full disclosure, and if they're willing to endure the inevitable criticism from traditional news purists, I think they'll make out all right in this emerging field."

Amy adds a lot to the conversation. That said, however, I'm not sure if participatory journalism really disturbs most traditional journalists. I understand why it might, but I think many of them embrace the ability to have an ongoing dialogue with their readers. Look at Dan and Steve Gillmor, Jon Udell, Tom Mangan, Jon Dube, Steve Outing and many other journalist bloggers. They relish in getting the chance to listen to readers and not just talk to them.

Second, I don't think the rules of PR have changed in regards to ethics. The good PR people have always understood the need to "keep it real." The main difference now, however, is that there is much greater transparency into our practices. Amy is right in saying that we will all need to be on our best behavior. The citizens will rat out the phonies from the more ethical PR pros.

Interesting reading.