We Have Met the Enemy and He Is Us

[sunshine]

"The only reason there is a market for purchased stories is that large local and foreign-based companies serve as "enablers." They are, in fact, the problem, as much or more so than the news media that take money for favorable stories."

- Michael Willard, Chairman, Willard


Please call Oksana Yerofeyeva at (+380) 50 36 8670 for a free brochure “Yes, Buying Stories is Corruption”, or email her at Oksana.Yerofeyeva@twg.com.ua.

Six Reasons Why Buying Stories is a Bad Idea
(Other than it is simply wrong)

 It is a slippery slope. Once you purchase a news story, it is difficult when you have legitimate news to go back to that publication or broadcast outlet and get coverage without payment.
 Purchased stories lack credibility. A reasonably intelligent person can discern a legitimate, objective story from one that is obviously one-sided.
 A purchased story is most often not real news but “positioning statements”, slogans and advertising copy. Placed in a news context, they become platitudes.
 It takes no talent to purchase stories. It should not be a function of public relations. Challenge your PR company or internal PR people to do their jobs in promoting a legitimate story to the media.
 Even if a legitimate story contains the other side, you win—so long as you have presented your messages in a clear, concise and effective manner. The story will have credibility.
 Finally, whether in Kyiv or Krakow or Memphis or Moscow, a good story with news value will rise to the top of the stack and be published or broadcast. No one wants to miss a good story.

[sunshine]

Dear Colleague,

There is a character in a cartoon strip, Pogo, who proclaims: “We have met the enemy and he is us.”
This is the way it is with the erosion of journalistic standards through purchased stories. We, the
companies, are mostly to blame.

The fact is there would not be a market for paid press if large local and multi-national companies
did not serve as “enablers.” They are, in fact, the problem, as much or more so than the news media
that take money for favorable stories.

We can easily name respected East European leaders in technology, pharmaceutical, tobacco, agri-
culture, financial, FMCG - virtually every sector - who engage in purchasing press. In many cases, the
country leaders of those companies turn a blind eye to the practice.

We are not talking renegade companies, but Fortune 500 high flyers, European leaders and sizable
Russian and Ukrainian mega-companies who, in other areas, attempt to maintain a Corporate Social
Responsibility profile...


Attached please find "Paid Press. Is it corruption?" brochure for your information. If you agree with our opinion, we encourage you to visit "Eastern Europe Companies Against Buying Press" facebook page, sponsored by WILLARD.

Thank you very much and Best Regards,

Oksana Yerofeyeva