Ghostbusters?
A discussion paper published by the UK’s Chartered Institute of Public Relations raises lots of questions about professional PR practice and social media.
Some of it is unsurprising (copyright’s an issue online and offline); some of it is just silly (I had thought the issue of deep linking had gone away years ago; if not, how come Google’s still in business?). But one of its questions is intriguing.
This concerns the role of the ghost writer - and the inevitable question of ethics and transparency. Once again, the issue is not new. It’s established practice for PR copywriters to draft quotations in news releases in the name of senior executives and to write bylined articles on their behalf. It’s common knowledge that presidents and prime ministers employ teams of speech writers.
In all these cases, the practice is accepted (and acceptable) because the senior executive or political leader takes responsibility for their words. In the case of the speech, they even stand there and deliver it.
Now consider the ethics of a ghost-written CEO blog. Is it the same? Or does the speed and informality of a blog mean that the usual approval cycle in a speech or an article or a news release will have to be compromised? And if a PR copywriter is crafting the words in a blog, then it’s only a small step for them to start responding to comments. Dangerous. (And I’ve not even begun to explore the issues around disclosure raised by CEO blogs.)
If authenticity and trust requires a senior executive to write their own words in this case, then what is the role of the PR advisor?
Here are three scenarios for the involvement of PR counsel that fall short of the ethically-dubious one of copywriting a ghost-written blog:
- The PR advisor uses their judgment to say whether a CEO or corporate blog is a justifiable tool in the communications mix. Should it be an individual or group blog? What are the blogging and comment policies? How should the organization respond to other blogs? How will success be measured?
- Advice is given on blogging policies for employees. Should these be encouraged or discouraged? What best practice guidelines and training can be given?
- The PR copywriter confines their role to that of blog editor. This role combines those of editor and sub-editor on a traditional newspaper. The editor represents the publication, establishes its direction and commissions writers. The sub keeps an eye on its composition: the balance of words and pictures, the style of the headings, the consistency of style, grammar and spelling. The blog editor will also establish and maintain a comment policy and ensure the courtesies of link policies and copyright.
All three scenarios suggest a consultancy (counselling) or managerial (editorial) role for the PR practitioner. These are likely to prove a more lucrative career move than to assume a blog copywriting role - work more suited to freelance practitioners, or even to less skilled graduates in lower wage economies.
(Forward’s managing editor may recall me raising an eyebrow at the idea of an edited blog when this site was new; now I see that she was ahead of the game.)
The only scenario I don’t envisage (though many others are keen to propose this) is less work for PR practitioners.
As ever in the history of media, new channels don’t replace the old ones. They add to them. Hence the need for new practitioners with social media skills alongside the continuing need for all the traditional public relations skills. I suggest these are good times to be a forward-moving PR practitioner.
Technorati Tags: pr, public relations, social media, new media, writing, ceo blog, business blog, ghost writing
Just a thought on ghost writing:
Is the changing idea of ‘control’ leading to changing views on ghost writing?
In the examples of ghost writing you mention above - speeches and media releases - they may not be the individuals own words but they ‘control’ the message and send it out in a one to many style.
Online you lose control of the message and need to enter a conversation. The fluid nature of the conversation means that individuals must represent themselves.
In the past, while speeches and media releases may have been ghost-written, you’d always send a client to an interview - where they’ll be involved in a two-way conversation with a journalist.
The same applies here, except now we have the ability to start a dialogue directly with the public.
Ghost writing was the way to go in an era of message control and soundbites. In a new world of online conversation it’s listening and responding that comes to the forefront - and a team of ghost writers can’t authentically do that for you.
(PS: That image is going to give me nightmares…)
Comment by Paull Young — November 26, 2006 @ 5:14 pm
Good evening everyone,
I’m a junior public relations major at Kent State University. As part of an Online PR Tactics class, we had to monitor a blog for the past few months. I’m glad I chose Forward Blog because I read about stuff I’m interested in and that affects me.
Not that I don’t enjoy all the posts, but the Oct. 7 post, Agency vs. In-house by Paull Young, still runs through my head every time I pop open my news aggregator to see the newest post. Although I liked the discussion about agency vs. in-house, I have a question or two about graduate school.
1) Kent State just started a phenomenal PR master’s program this year, but I think it’s kind of silly to get your master’s in the same subject as your bachelor’s. Also, I think going to a different university reflects some diversity on one’s educational experience. So… what do you all think about a master’s in PR? attending the same school for graduate work?
2) My plan, mind you I am only a junior, is to get my master’s in public health. Do you think it’s a wise decision to get a master’s in such a “specialized” area? I fear that maybe if I get my master’s in public health, I’m limiting myself.
Thanks, I look forward to hearing back
Abi Luempert
Comment by Abi Luempert — November 26, 2006 @ 10:04 pm
Well said, Paull. I think you have defined the difference (though with social media in effect adding to existing media, I do think the PR copywriter - ghostwriting included - will become busier than ever.)
Back to your topic - Astroturfing… What happens isn’t necessarily the same as what should happen.
Abi: Others may have more useful comments but I recall a Forward contributor (was it Luke?) arguing for a break between a bacherlor’s and a master’s degree. Why not rebalance theory and practice?
Comment by Richard Bailey — November 27, 2006 @ 3:44 am
I think that the notion of a ghost written CEO blog is probably one of the worst pieces of advice a PR practitioner could give. They’re generally referred to as “flogs” (fake blogs) and have garnered nothing but bad press for the instiutions (and PR agencies) that have employed them (Edelman, WalMart, McDonald’s) for a number of reasons, chiefly because they break the rule of “authenticity” which (for now, at least) seems to be one of the guiding principles of the blogosphere.
That, and from a press perspective, they’re cheap and easy to out - providing low-cost, high-profile investigative journalism.
Comment by maggie fox — November 28, 2006 @ 2:38 pm
Abi:
I don’t think there is anything wrong with getting a masters in a similar area that one received a bachelor’s degree. In fact, one thing that is great about a master’s degree is that it eliminates the broadness of a liberal arts degree and allows for in-depth coverage of the chosen topic. If you got a BA in PR, then getting an MA (or MS) in PR is perfectly acceptable. You’re drilling down deeper, way deeper than anything your BA would have covered.
I would, however, advocate for getting degrees in two different schools or getting a masters in a different area at the same school. My belief is that you’ll gain a different perspective at another school. Do your research, find a school with a killer program and head there.
One final piece of advice, know WHY you’re going to grad school. Don’t go unless you really feel strongly that it will do you good. It’s hard to do if you think it’s just “something to do.”
Comment by Luke — November 29, 2006 @ 12:46 pm
Believe it or not…and I can’t believe I’m saying this…but I think Ghostwriting is effective.
But only in cases where the objective of the writing is the distribution of content.
No soul at all.
Just content.
My 2 pennies…
Comment by kevin from become-a-copywriter.com — December 14, 2006 @ 10:55 am
I find it strange on a site discussing copyright issues for the article to be illustrated with a photograph that has been stolen. That is used without any contact with the copyright owner, or any fees being paid.
I would be interested in contact with the author to discuss the matter.
Comment by George Ledger — May 22, 2007 @ 11:12 am
George Ledger can contact me on rbailey@pobox.com
Comment by Richard Bailey — May 23, 2007 @ 2:57 am