New Canadian Media

#CdnImm Journalists Find ‘PR Machine’ Hard to Grasp

Written by  New Canadian Media Friday, 12 February 2016 15:04
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Jason Kenney delivering a speech at a Vietnamese Black April demonstration on Parliament Hill in 2012. Under the former Harper government, Kenney was criticized as trying to be in the ethnic press at every opportunity just to get a positive headline.
Jason Kenney delivering a speech at a Vietnamese Black April demonstration on Parliament Hill in 2012. Under the former Harper government, Kenney was criticized as trying to be in the ethnic press at every opportunity just to get a positive headline. Photo Credit: Magicloveisintheair via Wikimedia CC

by Matt D’Amours in Montreal

It can be difficult for reporters to get information or comment from an organization for their reporting in general, but for immigrant journalists, language barriers and a lack of familiarity with public relations (PR) create unique challenges. 

Chantal Francoeur, a journalism professor from the Université du Québec à Montréal (UQAM), gave a talk at Concordia University last week focusing on the PR-journalist dynamic, and the power held by PR professionals. 

“When a real reporter wants access to an organization, there is just one entry, one person with whom the reporter can talk to: the PR professional,” Francoeur explains to a group gathered at Concordia’s Centre for Broadcasting and Journalism. “It’s the PR professional who holds the key that opens the door to an organization, and he or she acts as a gatekeeper and journalist watchdog.” 

Navigating language barriers 

For Jonathan Caragay-Cook, news editor at Concordia’s The Link newspaper, the PR doors may not open as easily as they do for other reporters. Cook arrived in Canada less than two years ago, and as an American of Filipino descent, he says that his inability to speak French often presents barriers when he reaches out to organizations in Quebec. 

[Cook's] inability to speak French often presents barriers when he reaches out to organizations in Quebec.

Last Fall, Cook reached out to an official from the Cégep du Vieux Montréal, a French-language college with a politically active student body. The official answered the phone in French, and Cook tried his best to string together a question using the limited words he knew. After a few seconds, the official told him that he couldn’t speak English and hung up. 

“I then realized that I just wasn’t going to get that perspective in my story,” Cook recalls. 

In other instances, Cook says that francophone PR professionals who do speak English have their prepared statements crafted in French, and are therefore wary of straying from their native tongue. 

Gaining more access

Although Cook’s experiences in Quebec represent clear obstacles, other immigrant journalists like Rita Latif has had a different type of difficulty when dealing with the PR machine. 

Latif, a Concordia University journalism student who arrived in Canada from Egypt in 2014, says that her biggest challenge has been adapting to the relative openness of corporations and institutions in Canada. 

“In Egypt, trying to reach these people is not as easy as here … it’s not something we’re used to,” Latif explains. “For us, these [officials] are restricted.” 

Latif says that she is still getting used to the notion that a journalist can simply perform a Google search and call a PR person or government official; she says it is hard to break out of her “safe zone.” 

Mistaking press releases for advertising

This lack of familiarity with public relations among immigrant journalists was examined in a 2015 study by April Lindgren, founding director of the Ryerson Journalism Research Centre. Lindgren looked at the case of Brampton, Ontario, and how the municipality’s attempt to reach out to the city’s ethnic media was initially plagued with issues. 

In 2007, Brampton’s communications department began distributing press releases to ethnic media outlets such as the Canadian Punjabi Post in an attempt to better reach out to the city’s immigrant population. According to Lindgren’s findings, however, this led to some confusion. 

“Some new arrivals [to Canada] don’t understand the PR world.”

The study indicates that there was a lack of familiarity among ethnic outlets with this form of communication, and some newspapers simply published the releases in full. Others even sent the city a bill for advertising fees. 

“Some new arrivals [to Canada] don’t understand the PR world,” Lindgren says. “These newspapers were not able to distinguish between a press release and an advertisement.” 

In light of these difficulties, the city of Brampton made changes to their communications process, which included a plan to hire a “specialty media coordinator”, and to translate all media releases into French, Punjabi, Urdu and Portuguese. 

Understanding the intention

While this type of outreach can be useful in acclimating immigrant journalists and ethnic media to Western-style public relations, Tom Henheffer, Executive Director of the Canadian Journalists for Free Expression, says sometimes there are other intentions at play. He points to former minister of national defence and multiculturalism, Jason Kenney, as an example. 

"[Kenney] really infantilized them because ... it was an opportunity to speak to these guys and get a positive headline.”

“Kenney, under Stephen Harper, made a point of being in the ethnic press at every chance he could … they thought a small paper would be excited to be able to get someone high-up in government,” Henheffer says. 

“But [Kenney] really infantilized them because ... it was an opportunity to speak to these guys and get a positive headline.” 

Issue not often discussed 

Speaking with New Canadian Media after her lecture on public relations, Francoeur says that different outlets will have unique perspectives on the challenges of dealing with PR professionals. 

When asked if the issue of limited access for immigrant journalists has ever come up in her classroom, Francoeur says it has not, but that this shouldn’t be taken as a sign that the problem doesn’t exist. 

“Our journalism programs are pretty homogenous ... and it doesn’t provide the whole, representative picture,” Francoeur explains. 

“Student journalists already have difficulties reaching PR people. Do they have more difficulty because their name sounds different? I don’t know … and maybe I don’t know because we don’t have that many [immigrant students].”

This content was developed exclusively for New Canadian Media and can be re-published with appropriate attribution. For syndication rights, please write to publisher@newcanadianmedia.ca

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