Former Obama Administration Advisor Anita Dunn once said: “The press corps wouldn’t be doing its job if it weren’t demanding more access than we’re willing to give. We wouldn’t be doing our job if we didn’t occasionally irritate the press.”The media’s job, like it or not is not to make friends, or report that which is nice.  Their job is to report “the news.”

Attracting a tremendous amount of attention this week was CNN’s decision to publish excerpt of the diary of the murdered American ambassador to Libya. CNN was criticized by some for reporting from his journal before they returned it to his family.

In a statement to The Huffington Post and other outlets, the State Department called CNN “disgusting” for using the journal against the family’s wishes, and said that CNN had done the equivalent of removing evidence from a crime scene. In an explicit email exchange today, the top spokesman for Hillary Clinton told a reporter to “f–k off.” (Link and emails at: http://www.buzzfeed.com/buzzfeedpolitics/hillary-clinton-aide-tells-reporter-to-fuck-off ).

Some different opinions:

  •   Media Reporter Howard Kurtz said the network had made the right call: “I understand the raw feelings involved here, but my take is that CNN did the right thing in using the journal’s contents for its reporting on a vital subject and, at the same time, trying to be sensitive to the feelings of a grieving family.”
  •   The Guardian’s Glenn Greenwald said CNN was doing “basic journalism”. CNN’s first obligation is to disclose to the public information that is newsworthy, not conceal it. Had they not reported this information, that would have been an inexcusable breach of their obligation – then the word “disgusting” would have been appropriate.”
  •   The Washington Post’s Erik Wemple said: “Reflections and information in the journal may be of immediate public interest, an imperative that steamrolls any considerations about privacy. Not only was CNN right to read and copy the journal, but also it was obligated by its newsgathering mission to do so.”

The mistake critics make of CNN is expecting them to report what someone else wants – and that not their job. The job of the media is to report news – whether it’s good, bad or ugly.  And while Clinton’s media representatives did their job to fight with the media, as we often do as a crisis PR agency, at the end of the day, medias job is to report the news.

It may not be nice, and many may not like it, but that’s what media does.

Trust in G-d, not the media.

Ronn Torossian is CEO of 5WPR, a leading PR agency, and Author of “For Immediate Release.”

 

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.