On Monday, Time Magazine Washington Bureau Chief, Jay Carney, announced he was leaving his post to take the job of Communications Director for incoming Vice President Joe Biden. Mark Halperin broke the story on The Page blog writing simply “Outgoing newsmag bureau chief Jay Carney to be assistant to the vice president and his director of communications.” (Other coverage here and here).
While it is probably more common for former presidential advisers to become members of, or contributors to, the media (e.g. George Stephanoupolos served as an aide to President Clinton and now hosts This Week on ABC and Karl Rove was President Bush’s chief strategist and is now a regular contributor on Fox News), it is not uncommon for a reporter to switch sides and work for a politician (most recently Tony Snow assumed the role of Press Secretary for President George W. Bush after a career with Fox News). In fact, it makes sense — communications, and especially relations with the media, are a critical element to the success of anyone in politics. So, tapping someone who has a personal, intimate knowledge of how the media works and what they expect, not to mention the respect of their peers from the third estate, takes out a lot of the guess work.
The trend of reporters providing counsel to those they once covered is not limited to politics and government either. Dan Abrams, former general manager of MSNBC, has launched a media strategy firm called Abrams Research which will make former journalists and those currently employed available to corporations as consultants. This past weekend Abrams told Bob Garfield that, in addition to offering inside knowledge and experience about what the press expects of a corporation in a certain area of focus, the benefits of this model include that “it’s targeted, it’s specific and it’s going to be lower cost because they don’t have to retain us over a long period of time.” Reporters working for Abrams’ won’t take the full plunge into being a consultant, they’ll just freelance around their other commitments, where possible.
The relationship between the press and the people they cover has at times been cozy and at other times contentious. It goes back and forth, depending on the time and key players, but for sure, its shifting — and the lines between the institutions are now blurring more than ever. Many in the media (or those who talk about the media anyway) seem nervous because they think this undermines their objectivity. Many in the corporate or political worlds (or those who talk about the corporate or political worlds anyway) seem nervous because welcoming a reporter to their inner circle could risk their ability to control every piece of information, and keep the press at a distance. They are both wrong, this is a good thing.
The blurring of the lines between the media and the people/groups they cover is an evolution. It is the embodiment of We Media. The media serves as one of the many channels through which news and information can travel to audiences far and wide. As a part of that, they also serve as a watchdog. But, that does not mean their role is to play ‘gotcha’ with their subject just because they can. They can play a supportive and constructive role in the development of policy, execution of business, and more. In fact, as the lines blur, the media and the organizations they cover should work together to better serve the audience, and all that flows from there.
Having people like Jay Carney join the Vice President’s staff, and reporters of all stripes taking direction from Dan Abrams on how to help corporations improve their work, is just the beginning. Its a good start and the future for all the institutions involved is bright as a result.
Brian is Managing Director of little m media which provides strategic guidance and support to organizations around the use of the internet and technology to facilitate communications, engagement, education, and mobilization.