“Advertising is saying you’re good. PR is getting someone else to say you’re good.”
— Jean-Louis Gassée, a former executive at Apple
Nice quote. Although, as a PR guy, I’m not fond of the word “getting.”
I prefer “encouraging,” “proving” or “convincing.” (LOL, you might say. Classic spin of words by a PR guy. It’s essentially the same meaning.)
Well, one thing is clear. Gassée was quoted decades ago when there was a clear distinction between:
· Journalism, reporting, news and features (“church,” if you will), and
· Paid advertising (“state”).
It’s not clear at all today.
As information sources have expanded — hello, social media — people are receiving “news” from all sorts of places, even if they haven’t specifically looked for it. I do not trust most sources.
The only mainstream publication that I read is The Wall Street Journal. It still employs reporters placed around the world. Its editorial page skews conservative, yes, but less so than you might think. Many other news outlets no longer have big staffs and will repeat what’s already been out there, whether they’re corroborated facts or not. The immediate clue for me is, “Reports say….” Or, “The CEO reportedly said…”
Most media can’t afford the staffs they once had. Resources are tight. Advertising spends have gone elsewhere, mostly to digital formats to reach a specific person instead of a specific population.
Meanwhile, sponsored content or advertorial has exploded. Insurance trade publications are no exception. Some are blatant about what they offer; others more subtle. We might not realize someone paid for a webcast that looks strangely like an infomercial.
In the end, does it matter?
Do we just accept that media has evolved?
I’m concerned about how emerging adults can ascertain facts in order to develop an informed opinion. Ask your kids where they get information. Instagram? Tik Tok? Friends? AI-generated “news?” Tell them to triple-check the facts.
Call me old school, but… This. Guy. Is. Worried.
What say ye?