Advertorial adversities.

• Author: Saltzman, Joe

THE FEDERAL COMMUNICATIONS COMMISSION is not alone in worrying about television stations that air corporate advertisements masquerading as news stories. In fact, the FCC requires that broadcast stations disclose the corporate backers of "video news releases" or face a maximum fine of $32,500 for each violation. Enough violations and a station could lose its license. The FCC sets out a clear policy: All outside news reporting must be identified, disclosing the source of any video news release aired on a news program.

There are occasional lapses. A nonprofit consumer watchdog group reported to the FCC that 77 stations broadcast video features about products from 49 companies--including General Motors Corp., Intel Corp., and Pfizer, Inc.--without pointing out that they were produced by public relations firms representing these corporations. Viewers seldom, if ever, can distinguish between the real thing and the PR-produced video. Public relations firms have one goal: to make their video news releases look as if they are legitimate news reports, not propaganda. They pride themselves on creating products that look and feel like real news, reports that easily can be integrated into any news show without appearing as obvious self-promotions.

However, PR-produced releases merely are the tip of the iceberg. Ever since newspapers began, special-interest groups have tried to influence the quality and quantity of the news printed. Often, in exchange for advertising revenue, newspapers would print glowing stories of their sponsors and suppress any news that might hurt their heavy advertisers. Less obvious is the fact that the majority of news is generated by special-interest groups ranging from churches and charities, to businesses and corporations, to civic leaders and politicians, to movie studios and recording firms. Press releases flood newspaper and magazine offices, clogging all channels of communication. Those without the ability to inform the press, either through news releases or contacts, are left to the luck of the draw: the poor, the disenfranchised, the lone individual, and minorities usually are ignored unless they commit a crime or act in attention-getting ways.

Newspapers and magazines generally do not lead, but simply report the status quo, knowing what stories appeal to their readers. Where would the morning, afternoon, and evening news and magazine shows be if celebrities did not stop by to promote their latest film, TV show...