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Fourth Quarter 2006 Public Interest Reporting on the PR/Public Affairs Industry Volume 13, Number 4 Fourth Quarter 2006 A PROJECT OF THE PR WATCH CENTER FOR MEDIA & DEMOCRACY WWW.PRWATCH.ORG ALSO IN THIS ISSUE: Still Not The News: Second CMD CMD’s VNR Catches: Four Case Investigation Reveals TV Stations Studies, page 4 Congresspedia Keeps Growing Overwhelmingly Fail to Disclose VNRs (and Now It’s Your Turn), page 7 by Diane Farsetta and Daniel Price Reviews and Interviews About Television news audiences are still The Best War Ever, page 9 routinely deceived by false TV news, according to our second Catching Up With Eric Schlosser, report this year on video news page 10 releases (VNRs). Fast Food Nation: The Movie, In a Washington, D.C. press conference on November 14, 2006, CMD page 13 senior researcher Diane Farsetta and research consultant Daniel Price announced that 46 television stations in 22 states have aired corporate- Mortality Combat, page 14 sponsored VNRs dressed up as news during the past six months. These Saving General Washington, page 18 incidents were documented by tracking a mere one to two percent of the total number of VNRs offered to newsrooms during the investigation. continued on next page Part of the problem is that RTNDA doesn’t seem Flack Attack to know fake news even when it sees it: RTNDA According to the Radio-Television News Directors president Barbara Cochran infamously once said that Association (RTNDA), CMD is “an organization that video news releases are “kind of like the Loch Ness is unrelenting in its hostility to the principles of free Monster. Everyone talks about it, but not many people speech and a free press. And in a linguistic twist have actually seen it.” In FCC filings, they still don’t that would have earned the admiration of George seem to get it, despite our online video files of VNRs Orwell himself, this group refers to itself as the Center and the “news” segments derived from them, such as FOR Media and Democracy.” an anti-global warming VNR paid for by lobbyists for These words come from an October 2006 RTNDA ExxonMobil. filing with the Federal Communications Commission, It is a dark day, indeed, when news media repre- responding to CMD’s “Fake TV News” study and sentatives deceive themselves and the public by saying subsequent FCC investigation. But we wonder that covertly putting fake news on the public airwaves whether anyone at RTNDA undertook to read is a protected First Amendment right. Former FCC Orwell—or any of the First Amendment cases dealing general counsel Henry Geller (who served in various with the FCC—before penning those words. capacities under Presidents Johnson and Nixon), One of the central themes of Orwell’s book, 1984, recently wrote, “It is shocking that RTNDA has was “doublethink”: the propensity of a desensitized joined the PR industry in condemning the ongoing fed- public and polity to insist that “black is white” even eral investigation, instead of upholding journalistic when they know that this is impossible. RTNDA itself standards.” We hope you’ll find the enclosed excerpts seems to be practicing doublethink when it demands of CMD’s new report as shocking as did FCC com- that the FCC end its investigation into fake news, missioners and real reporters from across the country. claiming that covert VNR broadcasts are a First To read the full report, see the videos, and convey your Amendment right. concern to the FCC, go to www.stopfakenews.org. The new report adds momentum to CMD’s ground- In April 2006, CMD issued its first VNR report, breaking April 2006 investigation, which led the Federal “Fake TV News: Widespread and Undisclosed.” In it, Communications Commission to investigate practices at we documented 98 instances when televisions stations some 77 news outlets nationwide. broadcast fake news produced by public relations CMD’s findings demonstrate that station and indus- firms in the form of VNRs or related satellite media try codes of conduct—and even an ongoing investiga- tours (SMTs). tion by the Federal Communications Commission—are not sufficient to ensure the public’s right to know who Television newscasts—the most seeks to persuade them via television news, the most widely used information source in the United States. popular news source in the U.S.— Among the findings of CMD’s new report: continue to air video news releases. • WTOK-11 in Meridian, MS aired without disclosure Overwhelmingly, stations fail to a VNR titled, “Global Warming: Hot Air?” The seg- offer any disclosure of the nature or ment ridiculed claims that increased hurricane activ- source of the sponsored video. ity could be related to global warming. The VNR was funded by TCS Daily, a website then published by the Public relations firms responded by creating their PR and lobbying firm DCI Group, which counts own front group, the National Association of Broadcast among its clients the oil giant ExxonMobil. Communicators, to campaign against disclosure require- • In 12 instances, television stations actively denied dis- ments. Representing broadcasters, the Radio-Television closure to their news audiences by editing out on- News Directors Association (RTNDA) also weighed in screen and verbal client notifications included in the against the FCC investigation, claiming that the mere original VNRs. (The built-in notifications are a new investigation—even prior to FCC issuing any ruling or practice at the broadcast PR firm D S Simon Pro- judgment—is already having a “chilling” effect on free ductions.) WMGM-40 in Philadelphia aired a D S speech. Simon VNR after making just one edit—to remove the The free speech objections raised by industry groups on-screen disclosure. A WMGM-40 reporter re- are specious. CMD has never opposed the use of VNRs. voiced the VNR, following the original script nearly Moreover, our continuing research into the use of verbatim, but omitting the verbal disclosure at the end VNRs by television stations shows that they have con- of the script. tinued to use them, even after our April report exposed • In four instances, television stations not only aired and documented the extent of the practice and the FCC VNRs without disclosure, but showed PR publicists launched its investigation. on screen, as though they were reporters. KHON-2 (Honolulu, HI) and KFMB-8 (San Diego, CA) VIDEO THAT LOOKS JUST LIKE NEWS showed publicist Mike Morris “reporting” on Hal- VNRs are segments designed to look like television loween traditions, while KVCT-19 (Victoria, TX) and news stories, but are funded by and scripted for corpo- KSFY-13 (Sioux Falls, SD) showed publicist Kate rate or government clients. Undisclosed use of this mate- Brookes “reporting” on medical advancements. rial is certainly a violation of journalistic ethics, as even • Ten television stations named in this study were also the RTNDA admits in its own code of ethics (although cited in the April 2006 “Fake TV News” report for it does nothing to enforce this guideline). undisclosed VNR broadcasts, including such major Undisclosed VNRs also represent a breach of the market stations as New York City’s NY1 and WPIX- FCC’s sponsorship identification rules. It is also, we 11, WDAF-4 in Kansas City, MO, and WSYX-6 in believe, illegal under the terms of FCC licensing for tele- Columbus, OH. Only two of the 10 stations previously vision stations to broadcast VNRs without disclosure to cited—Philadelphia’s KYW-3 and Cincinnati’s news audiences. WCPO-9—provided clear disclosure of their more According to the FCC’s April 2005 Public Notice, recent VNR broadcasts. TV stations airing VNRs “must clearly disclose to mem- Forty-eight of 54 VNR broadcasts (or 89 percent of bers of their audiences the nature, source and sponsor- the total) contained no disclosure whatsoever of the ship of the material.” nature or source of the sponsored video. In the six other Previous public scrutiny of VNRs has not resulted in cases, disclosure was often fleeting and ambiguous. meaningful change. After the release of CMD’s 2006 report, therefore, we continued to research VNR usage 2 PR Watch / Fourth Quarter 2006 to determine whether the broadcast PR firms that pro- marginal attempts, coupled with the variety of duce VNRs and/or the TV newsrooms that air them were approaches used, suggest that the FCC needs to clarify changing their practices. The 54 VNR broadcasts docu- what constitutes the requisite “clear” disclosure of a mented in CMD’s new report were uncovered by track- VNR’s “nature, source and sponsorship”—and for the ing 109 VNRs. Since 109 VNRs represent just 2% of the agency, in concert with TV stations and broadcast PR estimated 5,000 VNRs sent to U.S. television newsrooms firms, to work to ensure that that minimum standard is over six months, the 54 broadcasts documented consti- met in practice. tute only a small fraction of total VNR use. We also noticed some subtle changes in TV news- The strongest level of disclosure seen came from rooms’ use of VNRs, compared to what CMD docu- KSFY-13 in Sioux Falls, SD, though it can hardly be mented in our previous “Fake TV News” report. attributed to the station’s initiative. KSFY-13 aired an Stations cited in our follow-up research were more likely entire, uncut VNR from the broadcast PR firm D S to edit VNRs and to re-voice them using local reporters Simon Productions, complete with narration by publi- or anchors (85 percent of VNRs were edited, versus 64 cist Sonia Martin. At the end of the VNR—and of the percent in the earlier report; and 85 percent were re- KSFY-13 segment—the words “Video provided by voiced, versus 61 percent).
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