Extra Credit Blog
On behalf of the guest speaker who presented last week, investigative reporter Ray Locker, a headline of an article regarding investigative journalism immediately caught my attention. The article published in PR Weekly, “Investigative journalism is more complicated. Here’s what it means for those under the microscope,” talks about how non-traditional media and organizations are doing most of the investigative reporting nowadays, in comparison to traditional newsroom reporters. This makes the job of a PR professional harder than ever, and more complicated, especially during crisis control when a client is being unethical.
The problem is that PR practitioners no longer have to worry about only a newspaper or magazine with a traditional journalist speaking out about their client, they have to be aware of the possibility that various other communicators can spread the word quickly through various other Internet-based media outlets. Many companies do not understand this concept, and become confused when someone other than The New York Times or 60 Minutes calls on behalf of an investigative report. That being said, these other outlets are not less important and can still result in widespread coverage, therefore, saying the wrong things, to the wrong people, at the wrong time, can result in an even deeper crisis.