News v. public relations
by Kristin Taylor
Title
News vs. Public Relations
Description
The community gets information about what is happening at school through different publications, but not all of these publications are journalistic. In this lesson, students will differentiate between student reporting and school public relations by comparing and contrasting student publications with school public relations content such as newsletters, school-created magazines or school websites created and maintained by adults in the community.
Objectives
- Students will be able to explain the difference between public relations and student reporting.
- Students will reflect on the purpose and importance of both types of content.
- Students will analyze how they can maintain a relationship while remaining independent from school public relations content-creators.
Common Core State Standards
| CCSS.ELA-LITERACY.SL.9-10.1.C | Propel conversations by posing and responding to questions that relate the current discussion to broader themes or larger ideas; actively incorporate others into the discussion; and clarify, verify, or challenge ideas and conclusions. |
| CCSS.ELA-LITERACY.SL.9-10.1.D
|
Respond thoughtfully to diverse perspectives, summarize points of agreement and disagreement, and, when warranted, qualify or justify their own views and understanding and make new connections in light of the evidence and reasoning presented. |
| CCSS.ELA-LITERACY.RI.11-12.8
|
Delineate and evaluate the reasoning in seminal U.S. texts, including the application of constitutional principles and use of legal reasoning (e.g., in U.S. Supreme Court majority opinions and dissents) and the premises, purposes, and arguments in works of public advocacy (e.g., The Federalist, presidential addresses). |
| CCSS.ELA-LITERACY.SL.9-10.2
|
Integrate multiple sources of information presented in diverse media or formats (e.g., visually, quantitatively, orally) evaluating the credibility and accuracy of each source. |
Length
60 minutes
Materials / Resources
Whiteboard and markers
Teacher laptop and digital projector
Society of Professional Journalists’ Code of Ethics
School generated website, publication or other content
Lesson step-by-step
- Warm Up (5 minutes)
Written on the board: “What is the difference between public relations and journalism?” After taking some initial responses to the prompt, teacher asks, “If our school newspaper and yearbook are student-run journalism, who runs its public relations, and what forms does this PR take?” (The school may have formal or informal public relations publications content, such as newsletters, a school website, etc.)
- Teacher-led discussion (5 minutes)
Teacher reads a definition of public relations: “the professional maintenance of a favorable public image by a company or other organization or a famous person.”
Have students look at the “Be independent” section of the Society of Professional Journalists’ Code of Ethics (or their own, if they own it) and read through it. Ask, “How does this conflict with what you might do if you were a public relations professional?”
- Small group activity (15 minutes)
Teacher hands out a recent adult-created school publication or piece of content or has students access the school website’s news section. Students look through the content and consider what it has in common with their own student news publication (focus on the school, writing may be journalistic [depends on publication], may use infographics and strong images, shouldn’t include false information) and what might be different (no differentiation between news and opinion, no articles or photos that cast the school in a negative light, use of adjectives/adverbs or exclamation marks).
- Class Discussion (20 minutes)
Teacher draws a Venn diagram on the board with “School Public Relations” on one side and “Student Publication” on the other. The class fills in the circles to synthesize their conclusions about similarities and differences in small groups.
Discussion questions:
- What is the audience and purpose for public relations? Why is it important for a school to have a public relations team?
- What is the audience and purpose for scholastic journalism? Why is it important for a school to have a journalism program?
- Is journalism better than public relations? Worse? Just different?
- What should the student publication staff’s relationship be with the school’s publication relations staff? How can you remain independent? Should you ever collaborate with them?
- How does this give you insight into your own student publication policies to not use school staff’s photographs — even with permission — unless there is no other option?
- What would your response be if the school requests the use of student work created for your school publication? Do you have a policy in the staff manual for this situation?Assessment (15 minutes)
Students will go through a recent editing of a student publication and find two stories that probably wouldn’t be featured in school public relations publications and discuss why they are good journalism stories, but not good public relations stories. They can share these stories verbally or write about them.
Extension
Discuss how these same principles apply to professional media outlets as well. Can students identify when what they read takes a PR slant? What are the dangers of media outlets running a press release word for word
Read MoreWhat should go into an editorial policy?
What should not? QT3
Editorial policies are the foundations for your journalism program. Often short, these statements address forum status, who makes final decisions of content and prior review.
Think of it this way: a strong policy is prescriptive. It says what students will do. A policy is like a constitution and sets the legal framework for student media.
We strongly discourage the inclusion of ethical guidelines or procedures and process in policy documents because ethics and staff manual procedures are suggestive. That means topics like byline suggestions, font choices and how to handle unnamed sources should not be same document as policy. Topics, procedures and details do not have the same purpose as policy.
These points and other decisions about mission statement, forum status and editorial policy should be part of a Foundations Package that protects journalistically responsible student expression and anchors staff manuals.
Question: What should go into an editorial policy? What should not?
Editorial policies are the foundations for your journalism program. Often short, these statements address forum status, who makes final decisions of content and prior review.
We recommend this wording as a basic policy statement: “[NAME OF STUDENT MEDIA] are designated public forums for student expression in which students make all final content decisions without prior review from school officials.”
Other models could include more material and wording to explain the value of student decision-making, historical or educational reasoning.
[pullquote]Quick Tips are small tidbits of information designed to address specific legal or ethical concerns advisers and media staffs may have or have raised. These include a possible guideline, stance, rationale and resources for more information. This is the third in the series[/pullquote]
A guideline is a stance on an ethical topic. A guideline is more open to change by student staff to staff.
Beyond that, SPRC suggested models could include editorial guidelines (although we recommend several as ethical process and procedures) like:
- Role of student media
- Ownership of student content
- Handling death
- Advertising decisions
- Handling letters/comments
- Policy consistently applied across all platforms
A procedure is a way to do something. These might include how students answer the phone in the room or how they check out a camera. Procedures are how students carry out the policy and implement ethical guidelines. All are part of the staff manual but are clearly separated from policy so their roles are clearly distinct.
Stance:
Think of it this way: a strong policy is prescriptive. It says what students will do. A policy is like a constitution and sets the legal framework for student media.
We strongly discourage the inclusion of ethical guidelines or procedures and process from policy documents because ethics and staff manual procedures are suggestive. That means topics like byline suggestions, font choices and how to handle unnamed sources should not be same document as policy. Topics, procedures and details do not have the same purpose as policy.
Resources: The foundations of journalism: policies, ethics and staff manuals
JEA Scholastic Press Rights Committee
Related: These points and other decisions about mission statement, forum status and editorial policy should be part of a Foundations Package that protects journalistically responsible student expression.
Read MoreDo we have the right to erase the past?
The take-down conundrum leads to debate
by Lindsay Coppens, Adviser of The Harbinger, Algonquin Regional High School, Northborough, MA
Should what is posted about us (comments, articles, photos, videos) online be under our control? Should what we publish or submit for publication online be under our control despite who owns and controls the website? Do people have the right to demand content be taken down?
Overview
Online publications, both professional and scholastic, inevitably face take-down requests, which can range from polite inquiries to angry demands. Since going online four years ago, our high school news publication has had two take-down requests: one from the subject of an article and the other from a former staff writer who wanted an opinion piece removed. Both had graduated a few years prior and had different reasons for their requests.
The first wanted a news article removed because she now identified as a different gender than she did while the focus of article. The article had nothing to do with the subject’s gender identity—the student had spearheaded a school-wide recycling program that is still in place years later.
In the other case, the former staff member requested his column be removed because he had since changed his opinion. The piece was not on a controversial topic and did not take a particularly unusual stance: he argued that students’ placement in courses they request should be based on merit, not seniority.
Luckily before any request happened the staff already had a policy in place. This policy in the staff manual, however, was not their automatic answer to the requests. But it was a jumping off point for discussion and, in one case, an intense debate among the almost 20 person editorial board.
[pullquote]“The Harbinger does not grant take-down requests of published material, whether the request is from the subject of an article, a former staff member, or some other entity. If a story is inaccurate, the editors will look into the matter and, if needed, publish a correction or update in the form of an editor’s note.”[/pullquote]
The policy also ultimately gave the editorial board the confidence and support to hold strong to their decision.
Policy
The policy in the corrections section of the staff manual reads: “The Harbinger does not grant take-down requests of published material, whether the request is from the subject of an article, a former staff member, or some other entity. If a story is inaccurate, the editors will look into the matter and, if needed, publish a correction or update in the form of an editor’s note.”
Application
In each situation, the board gathered to discuss the request. In the first case (from the subject of the recycling article) the board quickly agreed not to take down the article. However, they decided to amend the piece, editing it to change the subject’s first name and pronoun to correlate with how she now identifies. They decided not to emphasize the changes in an editorial note because they thought they did not change the meaning or substance of the article, and more importantly they did not want to further draw attention to the shifting of the subject’s gender. She was satisfied with the edits and decision.
The request from the former staff member was trickier. While only a few of the editors were vaguely familiar with the writer because he graduated a few years earlier, they were initially divided in their responses to the request. Some immediately thought, “Why not? It’s his article; if he wants it removed, remove it.”
Then others brought up the point could a take-down set precedent, and would they remove any article, opinion, or review just because the writer no longer wanted it up?
Even though it’s not a news article, does his column mark a concern that was held by some at the point in time it was written (they said yes), and was it, in a way, part of the record of what happened and what was debated in our school? Does it matter that if it only was published in print, it couldn’t be expunged?
Others asserted that, in a way, print eventually disappears (except for when people hoard old papers) and something online potentially lasts and could easily be found forever.
Back and forth they discussed how years from now they, too, may be embarrassed by what they thought and wrote in high school, while others said, “Yeah, but you and others would also realize you were in high school.” They debated how former staff members could potentially be impacted when looking for jobs or simply if someone googles them.
Others laughed that maybe that gave yet another reason that they should step up their writing game. They discussed who “owns” any work created, submitted, and published by staff members (they agreed, and our editorial policy states, that the publication does).
Exasperated, at least one editor said mid-debate, “Does this really actually matter?” To which the rest resoundingly said, “Yes!”
All of this discussion resulted from a column that until that day none of them knew even existed, buried more than two years deep in the online archives. They all agreed in wondering why the heck this writer really wanted the piece taken down, and ultimately, after this rich debate about ethics, ownership, and control, they decided not to take down the piece.
[pullquote]Exasperated, at least one editor said mid-debate, “Does this really actually matter?” To which the rest resoundingly said, “Yes!”[/pullquote]
They did make two suggestions to the former staff member: he could post a comment in response to the piece explaining his change of mind, or he could submit a statement of similar effect that would run with the column as an author’s note.
He was frustrated with the decision, and actually begged again to have the seemingly innocuous column removed, but the Editor in Chief kindly but firmly replied that the publication’s policy was to not honor take-down requests.
Ultimately, he submitted an author’s note: a long statement of apology for his previous opinion and thanks to the guidance department for their help while he was in high school.
Maybe he’s hoping to come back to his alma mater as a guidance intern, or maybe some college friend read it and gave him a hard time about complaining about his high school course schedule. I’ll likely never know, but I do know from analytics that only a handful of people have read that column.
I also know that his take-down request led to an invigorating editorial board debate which helped to reinforce their sense of purpose and clarify why they do what they do.
Final point
Words do have power, as do the scholastic publications that publish those words. The students who run those publications have the power and responsibility to set policy, debate policy, and ultimately make their own decisions as a team.
They and the publication will be stronger for the experience.
Read MoreFive ways we can help you
by Lori Keekley
May 1, Loyalty Day. Too-many-days-left-to-count-down-the-end-of-the-school-year day …
No matter what it is, here are five ways JEA’s SPRC can help you (and your students) now.
1. We’re here for you. Whether it’s to study for an upcoming CJE or MJE exam or to help research in a case of censorship, we work to help you and your students.
2. We’re here for your students. If they (or you) find you are in a situation of need, please hit the Panic Button. Someone will answer your request within 24 hours. (It’s usually as soon as we see the email.)
3. Planning for next year? The Foundations Package is a great place to start. This resource helps by providing some starting points for creating a staff manual that includes a media- or board-level policy, ethical guidelines and procedures.
4. It’s never too early to start thinking about Constitution Day. We will release new materials Aug. 20 to help you celebrate this federally mandated event.
5. We will continue to support the First Amendment and its application in schools through our support of New Voices campaigns, First Amendment Press Freedom Award and the passage for board statements.
Please let us know if you need something or think of another way we can help you. We are happy to help
Read MoreJEA statement on student free expression
in a vibrant and flourishing democracy
The Journalism Education Association, at its board meeting in Seattle Washington April 6, unanimously passed the following statement:
To address current negativity toward news media in general and misunderstanding of its roles in a democracy, the Journalism Education Association reiterates its principles and practices that nourish a lifelong commitment for a vibrant and flourishing democracy.
We strongly believe free student expression as taught and practiced in journalism classes anchors successful scholastic media. So empowered, our programs showcase the importance of news and media literacy, civic engagement, critical thinking and decision-making as the core of lifelong involvement in a democracy.
To protect our democracy and its principles:
- JEA reaffirms its position that the practice of journalism is an important form of public service to prepare students as engaged, civic-minded citizens who are also discerning information creators and users.
- JEA will recognize, promote and support strong editorial policies with each media outlet as a designated public forum for student expression where students make all final content decisions without prior review or restraint.
- JEA will encourage all journalism teachers and advisers to strongly encourage diversity, accuracy and thoroughness in content so student media reflect and make sense to communities they serve.
- JEA will produce sample editorial policies and accompany them with model ethical guidelines and staff manual procedures that enhance and implement journalistically responsible decisions across media platforms.
- JEA will encourage journalism teachers and media advisers, even if they must teach and advise under prior review or restraint, to recognize how educationally unsound and democratically unstable these policies and rules are.
- JEA will insist student free expression not be limited by claims related to program funding or equipment use. Instead, journalism programs should showcase student civic engagement and practice democratic principles no matter what media platform is used.
- JEA will demonstrate, to communities in and out of school, through its actions, policies, programs and budgeting, its commitment to an informed, vibrant nation where free expression is expected and practiced as part of our diverse American heritage.
Additionally, we believe groups we partner with and endorse should faithfully support principles of free student expression for student media.
Read More