UNILATERALISM: A COURSE FOR PERCEPTION
By Kenneth Egere
It is not strange to verify among the journalists a certain mistrust toward "institutional sources" that they act as craftsmen of "informative poisonings" or respect to the job of some employees press nearly considered "agents of the manipulation." A mistrust similar to that, that certain institutions generically feed toward the media, when they criticize their superficiality or their habit to accent the negative aspects. The journalists, after all, recognize and they appraise a lot the role of the employees press when they have moved from true professionalism and from interest to help in to adequately develop their informative assignment, when I am able of to effectively communicate and openly in times of good person or bad news.
After all, these different perceptions derive from different ways to develop the function of Media Relations and they hide a different conception on the nature of the journalism. To reach a great clarity esposition, we have tried to reassume these different attitudes in two great models in other to develop this function. It is aimed to be understand well that it deals with a simplification because in the reality of the profession it exists, between the black and the white, a wide gradation of grey.
One founds upon a conception of the understood journalism whether to be able to the service of particular affairs
It is a model that is centered on the good image of the institution or person, agreement as popularity. To get good image seems to justify every action. Even if in unconscious way the office generally, prints curtains to often incur in the use of techniques of manipulation and in other ethical abuses: publicity hidden in the form of press release, organization of pseud. events, hiding of information of public interest, pressures on the journalists so that publishes a news, disproportionate gifts as exchange of informative spaces, etc.
The unidirectional paradigm seeks the effectiveness (the goal justifies every mean) rather than the efficiency (attitude of whom assembles in the correct means to come the desired goals). This model, is very diffused unfortunately in the today's panorama of the institutional communication, and it has contributed to the denigration of the profession of the employees press. The practical result is the communicative failure because after sometime the journalists they discover not him respected in their role and they justly have the tendency to close the streets of the communication.
By Kenneth Egere
It is not strange to verify among the journalists a certain mistrust toward "institutional sources" that they act as craftsmen of "informative poisonings" or respect to the job of some employees press nearly considered "agents of the manipulation." A mistrust similar to that, that certain institutions generically feed toward the media, when they criticize their superficiality or their habit to accent the negative aspects. The journalists, after all, recognize and they appraise a lot the role of the employees press when they have moved from true professionalism and from interest to help in to adequately develop their informative assignment, when I am able of to effectively communicate and openly in times of good person or bad news.
After all, these different perceptions derive from different ways to develop the function of Media Relations and they hide a different conception on the nature of the journalism. To reach a great clarity esposition, we have tried to reassume these different attitudes in two great models in other to develop this function. It is aimed to be understand well that it deals with a simplification because in the reality of the profession it exists, between the black and the white, a wide gradation of grey.
One founds upon a conception of the understood journalism whether to be able to the service of particular affairs
It is a model that is centered on the good image of the institution or person, agreement as popularity. To get good image seems to justify every action. Even if in unconscious way the office generally, prints curtains to often incur in the use of techniques of manipulation and in other ethical abuses: publicity hidden in the form of press release, organization of pseud. events, hiding of information of public interest, pressures on the journalists so that publishes a news, disproportionate gifts as exchange of informative spaces, etc.
The unidirectional paradigm seeks the effectiveness (the goal justifies every mean) rather than the efficiency (attitude of whom assembles in the correct means to come the desired goals). This model, is very diffused unfortunately in the today's panorama of the institutional communication, and it has contributed to the denigration of the profession of the employees press. The practical result is the communicative failure because after sometime the journalists they discover not him respected in their role and they justly have the tendency to close the streets of the communication.
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