I have long believed most business and trade journalists shun the openness and accountability they demand of the corporate executives they report on.
Inaccurate quotes, comments placed out of context and shoddy due diligence are rampant in newsrooms where writers spit out 400 to 500 word articles with little recognition of the damage they’ll inflict for a job poorly done.
Plus, any acknowledgment of a mistake is typically relegated to miniscule type buried on an inside page.
Five years ago Strategic Communications Group (Strategic) shifted its business from public relations to content marketing and social/search oriented promotion. Simply put, we help companies bypass the media and publish high value, thought leadership content for customers, prospects, partners and other key audiences.
This change was primarily motivated by our desire to align our work with a client’s sales priorities – lead generation, lead nurturing and deal capture. Yet, my lack of confidence in the media’s ability to accurately portray a company and its solutions also contributed to the evolution of our business.
Jill Aitoro of the Washington Business Journal has proven to be an exception. I haven’t always agreed with how Jill has approached a story, yet I’ve found her competent and credible in her journalistic pursuits.
That belief was reinforced today after reading an article Jill wrote entitled A Reporter Duped: How I Got Fooled by a Fraud.
Kudos to Jill for the accountability. It’s refreshing and (unfortunately) far too uncommon among her peers.
Disclosure: I have authored a column for the Washington Business Journal’s FedBiz section for the past two years. As part of this process, I frequently interact with Jill as she edits my writing.