The Press has, on several occasions, been called upon to improve on the image of some organisations. But from professional public relations (PR) or from professional journalism point of view, can the press improve on an organisation’s image or not?
It is such an understanding that the press can improve on an organisation’s image that some organisations employ PR practitioners to facilitate the press to improve on the image of an organisation concerned.
The purpose of this article is to demonstrate that the Press has little or nothing to do with improving on the image of an organisation as such a function is a preserve of the latter’s board of directors (BoDs), top management officials, including the respective chief executive officer (CEO) and all workers  or members in the respective organisation.
To discuss such an important topic that borders on the relationship between news media and PR on one hand; and the Press and the sources of information (organisations) on the other hand, this article will among other examples use the recent Church’s call on the media to help improve the image of the church so that the latter remains the reference point for morality in our country(Times of Zambia: September 6, 2014; p.5).
Ndola Minister’s Association chairperson, George Palo at a media forum at Ndola Baptist Church called on the media to help build the image of the Church so that it can remain the bedrock of morality in society (ibid).
Such calls on the media to help an organisation improve on its image hasn’t come only from the church but other organisations have also asked the media to do the same before.
Successful governments, ruling political parties and some opposition political parties have, in the past, and even now called on the press to help it tell the public about developmental programmes it is doing or telling the public the truth about what is happening in the country with a view to gain respect, win confidence and support from the members of the public.
In short, this is not the first time the press has been called upon to report positively on an organisation for that organisation to improve on its image in the eyes of the public.
In some cases, successful governments, ruling political parties or some other organisations have accused the Press of being biased against them; and in the process favouring its opponents in its reporting.
In some occasions, when such calls on the media are made, insinuations that the press or some circles of the media are biased, unprofessional; and therefore unethical are also created.
Asking the media to help an organisation improve on its image is like, saying the news media organisations don’t know what they are doing. But a professional Press knows that it is doing.
While the Press can facilitate improvement of an organisation’s image, it is not the Press or the PR practitioner per se which or who improves on an organisation’s image respectively. It is what the organisation as a whole says and does that improves the image of a respective.
On whether the Press can help to improve on the image of an organisation or not, one can argue that no professional journalism can help improve on the image of an organisation unless that organisation makes deliberate efforts to do so on its own.
This is because the Press is a camera of society; and all its organisation and individuals in the same society and in each organisation.
A professional press objectively, accurately, factually and fairly records the statements and activities of individuals and organisations in a society for public consumption; and for informed decision-making processes in individuals, groups, organisations in society as a whole.
This implies that the Press is a mirror of society; and not an actor involved in painting colourful and attractive paints on each organisation or on an organisation that has requested for such.
Buying of different nice and attractive colours with their brushes to paint a good image of an organisation is a responsibility of respective BoDs, top management officials and all its workers who suffer the negative consequences of negative publicity and its subsequent negative image in the eyes of the public.
Therefore, the press will show the public the right picture of an organisation according to its policies, statements, decisions and actions as they relate to public interest and public expectations from that organisation.
And this is why it is important to employ a professional PR practitioner in an organisation to monitor stakeholders’ needs and expectations; and advise top management officials on what to do and how to address PR publics’ needs and expectations at all times.
This means that the media can only support an organisation in portraying the true (negative or positive) picture of the concerned organisation depending on what that organisation does and says; and not to ornament the image of an organisation whose actions and statements are contrary to public interest.
For instance, Reverend Palo said journalists should investigate more on people calling themselves pastors because some weren’t men of God; but witchdoctors masquerading as preachers.
So if they are witchdoctors in some churches masquerading as preachers, what should the media do? Is it the responsibility of the press to paint good pictures and their colours to the Church when the same church and its leadership allow itself to have witchdoctors impersonating as preachers in the church?
In such a situation, it is a responsibility of a professional press to report that there are some witchdoctors in the Church masquerading as preachers.
Then, public members will know what to do with such a church with witchdoctors masquerading as preachers.
A professional press is blind to who says or does want. It just reports events and their activities as they happen regardless of who is involved.
This means that when an organisation says or does something in public interest, a professional Press will report that thing positively for the public to know. But when the same organisation says or does something against public interest, the same professional Press will report that negatively for the public to know what the same organisation has done.
Among its major functions, the press promotes public’s right to know what is happening around them; for the public to make informed decisions, especially in their respective socio-economic and political endeavors.
What is in public interest is in tandem with societal morals, beliefs, values, traditions, practices, needs and expectations of that society. Moreover, what is in public interest is legal; and doesn’t serve personal interest; but those of that society.
Attracting positive reporting from the Press involves good judgment from top management officials and their BoDs on what is in public interest; and what is not.
Saying or doing anything at any time in any situation hoping that the Press will help us improve on the negative image we are creating is like one asking God to allow him or her enter God’s Kingdom even when such a person is the worst sinner.
In some cases, unfortunately, some media organisations can ignore professional journalism; and start favouring a certain organisation even when such an organisation says or acts against public interest. Such a situation can be temporary because the truth always prevails.
The truth might surface through the same media organisation which was favouring or unethically reporting against the same organisation or through other means.
Sometimes the Press or some circles of the media pay the price of their past unethical practices against not only specific organisations concerned but also against public interest when the truth  for or against the previously favoured or unfavoured organisation surfaces.
Therefore, the media shouldn’t be involved in painting organisations with attracting colours to improve on their respective images when such organisations don’t deserve such a good image according to their actions and statements.
Zambia has seen some news media organisations unjustifiably; therefore unethically painting a negative or positive picture of certain organisations. But within a short time or so, the country has also seen the same news media organisation (s) painting a positive or a negative picture of the same organisation they previously reported favourably or unfavourably
This is not to say that this shouldn’t happen. It can still happen in professional reporting.
Where the same organisation which was or wasn’t serving public interest before has stopped or has started doing so respectively, such reporting can be done proving that the Press is professional.
As a mirror of society, a professional Press allows organisations to paint their own image. This implies that the press is a double-edged sword. It can report negatively or positively on your organisation depending on what you do for or against public interest.
From the above discussion one can conclude that the best way to improve on an organisation’s image is self-cleansing. Remove the bad elements from your organisation. Say or do what is in the public interest at all times. Adhere to societal morals, beliefs, values, traditions and practices. Respect the law of the land.
Therefore, yes, the media can help you improve on your organisation’s image if what you say and do supports public interest. But the media cannot help you to improve on your organisation’s image if your organisation says or does things that are contrary to public interest.
The author is a PR Trainer and Consultant and a Freelance Writer.
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