Press releases should GENERATE story IDEAS. They should not be stories themselves. Or even part of a story.
That’s why it surprised me that a poll on a recent Poynter. story about a Kansas City Star reporter being fired for using press releases in his columns had more than 50 percent of (presumably) journalists saying it’s okay to use press releases as long as they’re attributed (as of July 5).
Running press releases is my least favorite part about journalism. Why? Because it’s NOT. JOURNALISM. Running press releases lets someone else — who was not properly trained in the journalism industry — fill precious space that, in most cases, could be filled with original, better work from staff reporters, freelancers, editors, etc.
Though readers don’t see it, it makes the paper look lazy (which, by the way, was my vote on the Poynter. poll). Printing press releases as if they are original news deceives (perhaps, unintentionally) the reader into believing they are getting quality, original news when, in fact, a dozen other media outlets in the area could be running the same story. Word for word.
Plus, what good does it do for a newspaper or website to have large portions of its space/webpage devoted to information that can be found anywhere?
I come from a strict no-press release background. I just wish the rest of the real world held to that policy as much as my college paper and its adviser did.