I’m coming into this rather late as I only just now read the post by the founder of Maverick Indonesia PR agency, Ong Hock Chuan, on what’s happening in the media and public relations space as well as his follow up.
As a former media person who also spent time among public relations professionals, I find what’s apparently happening quite concerning and is symptomatic of an existential crisis rooted in an unsustainable business practice brought on by a drastic change in the industry landscape. Unfortunately the effect of this is a clash of two intertwined and interdependent industries that used to be in a much more congenial relationship.
As a result, the once clear distinction between earned and paid media is blurring, as media companies apparently increasingly demand payment for coverage. This phenomenon, driven by declining traditional advertising revenue, poses serious challenges for PR professionals, media outlets, and the public. What was once ethically questionable is becoming commonplace, forcing PR practitioners to navigate an environment where credibility and integrity are under constant threat.
From the perspective of PR professionals, this shift threatens the core of public relations: earned media. Earned media, by its very nature, has always been a hallmark of credibility because it reflects the independent judgment of the media outlet. However, when media companies start asking for payment in exchange for coverage, that credibility crumbles. PR professionals now face a difficult choice: play into this pay-to-play system and sacrifice ethical standards, or risk losing valuable visibility for clients.
This dilemma is exacerbated by media companies’s financial struggles. As digital platforms siphon away advertising dollars and consumer attention, traditional outlets scramble for new revenue streams. Asking brands for payment in return for coverage has unfortunately become one of those strategies, reflecting an existential crisis for the media industry.
The consequences are profound and far-reaching. When media companies accept payment for editorial content, their role as impartial gatekeepers of information is compromised. Audiences today are more savvy and skeptical than ever before. They can often detect paid content, and once trust is broken, it’s difficult to repair. For media outlets, short-term financial gains come at the cost of long-term credibility and relevance.
For PR practitioners, the erosion of earned media puts the entire profession at risk of losing its ethical foundation. The job has always been to present clients strategically without crossing into paid promotions. When media companies demand payment for coverage, PR professionals are backed into a corner: abandon ethical guidelines or stand firm on principles, potentially losing valuable placements.
This practice raises significant questions about journalistic integrity. If coverage is determined by who can pay, what does that mean for the future of news? Will underfunded yet important initiatives be left out of the media narrative? Will the media’s watchdog function be diluted if reporting can be bought?
At the core of this issue is a crisis of trust. Both PR and journalism are built on credibility, now undermined by financial desperation. PR practitioners must secure coverage without compromising ethical standards, while media companies must remain financially viable without sacrificing journalistic integrity. The question isn’t just about funding sources, but whether audiences will continue to trust either the media or the brands paying for placement.
This trend is dangerous for all involved. Media companies may find short-term relief in paid content but will lose audience trust. PR professionals may secure more coverage by paying, but risk their own credibility and that of their clients. Most importantly, the public loses when news becomes a commodity rather than a public service.
This crisis demands a reevaluation of priorities. Media companies must innovate to find sustainable revenue models that don’t compromise their core mission. Perhaps media companies need a complete overhaul in how they are structured and how they approach the business.
PR professionals must reaffirm their commitment to ethical practices, even in the face of pressure to secure coverage at any cost. Both industries must recognize that their value proposition lies not in short-term gains, but in maintaining the trust and respect of their audiences and clients.
Public relations and media companies are not adversaries and they should never be. The challenge is finding a mutually sustainable and beneficial business model in the face of an advertising revenue drain by global tech platforms. The same platforms that are increasingly abandoning their need of media companies as content producers because the audience have been conditioned to read only what’s published on the platforms.
Ultimately, demanding payment for media coverage is a symptom of deeper problems. Left unchecked, it will erode the foundations of both professions creating a world where all media coverage is suspect and public relations is synonymous with paid advertising.
AuliaSays 