Mercenary Journalism

A corporate agent walks into a seedy bar. It’s dark, smokey, with twangy country music lazily floating through the air. The bartender eyes the agent cautiously as he wipes a dirty cloth inside a dirtier mug, the well-dressed newcomer a stark contrast to the grungy establishment.

Brushing his shoulder and tightening the grip on the black matte briefcase in his left-hand, the agent eyes the few patrons at the bar before setting his sights on a shadowed figure sitting in the back corner booth. He approaches the figure in confidence, gliding across the sticky floor to close the distance between them as the figure tilts his head lazily up at the agent, his face obscured by shadows cast from the dim lighting. The agent gently clears his throat:

“We’re in need of your services… if you’re interested.”

The figure lets out a raspy chuckle as he slides his cigarette from one corner his mouth to the next, the ashes drifting off the tip to fizzle out as they hit the worn tabletop.

“I thought you guys had it all figured out? That you didn’t need people like us anymore”

“We are in need of your particular…. skills.”

The Agent waves the smoke from the figure’s cigarette and hides a subtle sneer of disgust.

“You have a way with words… and the public has been… resistant”

The man shifts his hand with the briefcase and places it on the table between them with a thud, and slides it across to the figure.

“We’re willing to pay, whatever it takes”

A calloused hand reaches out from the darkness to palm the briefcase, pulling it closer as the clasps pop open with two loud clicks, lifting the top to reveal the rows of bills neatly packaged inside. Letting out a low whistle, the figure laughs and closes the briefcase.

“All right, you’ve got my attention, what’s the job?”

The figure leans forward from the shadows into the light, salt and pepper grey hair adorn his weathered face as his piercing blue eyes contrast his aged appearance. He snuffs out his cigarette on the table, his body slouches in an uncaring expression but tenses as he sees the agent reaches into his breast pocket. From his blazer, the agent pulls out a small bottle of purple liquid and places it next to the briefcase.

“It’s new… grape flavored. We need the public to want it. Sell them on it. All natural cane sugar and eco-friendly packaging.”

The old man reaches forward to grip the bottle and turns it in his hand, studying it before flashing his teeth at the agent in a mischievous grin.

“I think I can help you with that….”

At least…. That’s how I imagine brand journalism to work.

Despite my fantastical (and probably overly dramatic) depiction of how companies and freelance journalists work together, brand journalism is a rising trend in the communications world. More and more companies are looking for people from the news industry or those with a journalistic skill set to push their content to the public.

With the rise of digital communications, companies no longer need traditional news agencies to push their content. Now, companies and corporations can push their content direct to their target audiences. Social media, websites and mailing lists enable businesses and consumers to interact in a direct conversation, cutting out the newspaper middleman. But just because the infrastructure is there, doesn’t mean the companies don’t need individuals with the know-how to tell that company’s story.

Brand Journalism also give journalists a chance to flex their creative muscles in ways that traditional news agencies didn’t allow them to. In an article from Ragan’s PR Daily:

Corporate communications have a prime opportunity to fill gaps amid the smouldering ruins of U.S. journalism….strung-out reports struggling under incessant page-view and productivity pressure are more open to contributions from atypical sources…many publications or papers would be delighted to use your story as source material.

http://m.prdaily.com/Main/Articles/4_reasons_to_take_the_plunge_into_brand_journalism_25091.aspx

It’s a rising trend that both empowers freelance journalists and enhances the communications toolkit that companies have. It seems like a symbiotic relationship that will only continue to grow and develop over time. This seems especially true with the pending death of net neutrality and a more corporate controlled internet.

But… is brand journalism a good thing?

While it can definitely be beneficial for companies and businesses to have a news team in their pocket or on retainer, it gives off a sort of “mercenary journalism” vibe to those who deal in this side of the industry.

One of the guiding principles of the news businesses seems to objectivity and a dedication to reporting on the facts, without bias or outside influence. To offer oneself as an agent or advocate for a third-party or financially motivated entity seems to contrast with the typical mission of a reporter. Could one even call themselves a reporter after working in brand journalism?

In the article that I quoted earlier, it states all the reasons why people should take the plunge into brand journalism:

• It’s a good way to attract staffers
• It’s a great way to rise against competitors and capitalize on the current media environment
• It’s more interesting for your company and your audience
• It’s empowering for your company and your employees
• 
  

These are great reasons to invest in brand journalism…. but they’re all beneficial from the standpoint of the company. Nowhere does this article state the benefits it provides to the journalist. If you search other articles, a lot of reasons include professional networking, steady income and creative freedom.

While I can’t say I’ll always agree on the last reason, I also say that a lot of those reasons are from the perspective of the company needing the brand journalist.

Perhaps, I’m naive and romantic, and the idea of journalists as the watchdogs of the public is a dying ideal. As things begin to become more and more financially motivated, is it enough to have an idea of objectivity to stand against the need for a cash-flow to sustain your operations? In the end, when news companies are taking information from brand journalists and taking revenue from corporate advertising, perhaps the only person that can look out for you is you.

Brand journalism isn’t a bad thing by any means, and for those who aren’t as attached to the idea of a investigative reporter, it can be a great field to break into and broaden your communicative skills. But I can’t help but think of this industry as mercenaries of the communications world, willing to sell their skills to the highest bidder.

As we enter an age where companies no longer need a middle man to communicate their message, perhaps it’s also true that consumers no longer need a middle man to protect them. Perhaps it’s time for the consumers to protect themselves.

Then again, if I was wary of brand journalism, perhaps I shouldn’t portray them as super cool mercenaries for hire. Maybe my next blog post will be about the virtue of Pepsi and their cool, refreshing beverages.

(This blog post not brought to you by anybody but me.)