And now, a rant from Vocal Fry producer, Jay Cockburn...
I like to scan jobs on LinkedIn, not necessarily because I’m looking for opportunities but because it’s a pretty good way to keep tabs on what’s going on in the industry. If a newsroom is suddenly hiring a bunch of different roles, they’re either expanding or there’s a lot of internal turnover. Both are good gossip, and I love media gossip.
In my search for gossip, I’ve noticed a trend. Communications departments are appropriating the language of newsrooms, and I’m not sure I like it.
Take this job at the University of Toronto. The title is “Staff Reporter” and the position “reports to the Editor in Chief and is responsible for researching and reporting daily news stories…”
Okay. That part sounds very much like a normal staff reporter, except the description goes on:
“...stories that align with the broader goals of the university’s communication priorities.”
The role sits within the communications department, whose goal is “promoting, enhancing and protecting the U of T’s reputation.”
To quote William Randolph Hearst,
“News is something somebody doesn't want printed; all else is advertising.”
Don’t get me wrong, I totally see why someone would take a $68k/year unionized staff position at the University of Toronto. I also understand why U of T would title their roles this way.
The number of journalism jobs has been declining for a depressingly long time now. In the 1980s, there were around 12 PR staff for every 10 journalists. Now that number is closer to 60 for every 10, according to figures I could find from the U.S. Department of Labor.
If you want journalists searching for jobs to join your team, this is just good SEO. Former journalists make great comms managers and PR staff.
But let’s not kid ourselves, these are communications roles. Reporting involves finding out new information and distilling it into a story. If that information is uncomfortable for the University of Toronto, well too bad. Your job is to enhance and protect U of T’s reputation.
There’s nothing wrong with taking that job. I just feel uncomfortable calling a spade a journalist.
|