PR should help inform the news and shape the news, but it shouldn't BE the news. PR, at its core, should be a tool of public service not public manipulation (I know, I can hear Edward Bernays rolling over in his grave... sorry Ed).
Paying off pundits and pushing VNRs as news is a garden path to Orwell-land. But putting blame where blame is due... these TV stations shoudl make clear when they are airing a VNR or any footage not shot by them, be the content political or commercial in nature.
Is it too much to ask for some honesty from the media? Likewise, is it too much to ask for a president that is capable of speaking in complete sentances?
Bush's Wednesday Comments on Video News Releases
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