“Forget press releases. Forget press agents, publicists. Forget advertorials and sponsored content and native content. Forget all of it.
If what you want for your company, your government bureau, is total control of a news story, why bother with the pesky journalists who are going to check the facts and get the other side of the story?
No. Here’s what you do: write your own news story.”
That’s the sardonic strategy Jesse Brown, reporter and host of Canadaland, recently outlined on a show dedicated to News Canada, a federally-funded public relations body and news wire service which was recently awarded $1.25 million to distribute hand-out news content meant to “inform and educate Canadians on public issues.”
The story of News Canada receiving a 25 per cent increase in government funding from Public Works Canada was first reported by Blacklock’s Reporter Tom Korski.
News Canada Ltd. president Shelly Middlebrook told Korski the service provides content to media editors and that “journalists either pick it up or they don’t.”