So-called ethical, objective news reporters and newspaper columnists sometimes may have what they think is a great opinion about something that they would like to get across to the American public. However, because they are supposed to be OBJECTIVE, fair minded journalists and not opinionated, they just cannot come out with the “quote” without an identified source. So what is a news journalist to do?
The opinionated reporter has to figure out a way to get his opinion attributed to some credible source or opinion-maker. This is when he may proceed to call up someone he knows who is already leaning in the direction of the opinion the reporter espouses and then ask him something like, “Well, what do you think about this idea or that idea and can I quote you on it for my newspaper column or TV newscast?” If the credible source or opinion-maker likes the reporter’s ideas or opinion, he may say, “Sure, you can go ahead and attribute that quote to me for your story or column”.
Is planting of quotes ethical and legitimate objective news gathering? A truly honest journalist may not always think so. If you plant quotes or answers, what is to keep journalists from planting answers in so-called independent opinion polls or any other so-called objective journalistic endeavor?
Remember, journalists should not necessarily always be trusted any more than anyone else “making money” in the communication business. The moral here is, everyone, no matter who he or she is or what he or she does for a living, everyone has an agenda which cannot help but affect their actions, judgment and language. This is human nature and cannot be helped no matter how hard one tries.
On another note, whenever a news reporter sticks a microphone in your face and asks you for a comment, if you are the possible subject of the story and your comment could be used to make you look bad to the reporter’s audience, if you say “No comment”, you may end up looking and sounding guilty in the story even if you are truly not guilty! So, what should you do?
Never run or hide and always consider being pleasant and friendly, with a slight smile on your face if it is appropriate at the time, and simply say, “I’m sorry but there’s just too much to tell you right now, I’m sorry,” and continue walking away pleasantly and unhurriedly, but do not elaborate and do not get off this “there’s just too much to tell” theme. Walking away fast from a reporter is even a subtle body language sign of guilt believe it or not.
Otherwise you may see the news story get edited into a more negative light than you had wished to see on the six o’clock news. Remember, if you say, “No comment”, the reporter can turn around and say you did not deny the charges which also suggests guilt on your part. Reporters know all the tricks.
Furthermore, if you turn around and demand that the reporter prints or broadcasts a retraction of what was reported, this can be used to re-hash all the charges all over again further fanning the flames of your embarrassment.
SUPPLEMENTAL SOURCE: C-SPAN TV NEWS “BOOKNOTES” 1/21/96