As someone who’s worked in the media for over 40 years—first in television with TVS and later running my own PR agency, Leepeckmedia—I find myself in a unique position. It’s a classic case of the gamekeeper turned poacher.
It may seem ironic that as a PR professional (or spin doctor, as we’re sometimes called), I fiercely defend the free press. But bear with me, and I’ll explain why.
The Importance of a Free Press
While my job is to get positive media exposure for my clients, I firmly believe that the ability of journalists to report on stories freely and independently is something we must protect at all costs. A free press is one of the cornerstones of a democratic society.
It’s no coincidence that in political uprisings worldwide, the first thing insurgents do is take control of the media.
Even in a free society, the media must be held accountable. We’ve all seen sensationalist headlines and clickbait, and there is certainly political bias at the national level—both left and right-wing reporting. But personally, I don’t lose sleep over this.
News is complex, and expert analysis and balanced interpretations can offer value. Often, you hear phrases like: “On one hand, this might mean… but on the other…”
Trust in the Media: A Growing Concern
As a former journalist, and with a daughter and many friends in the business, I know the dedication and thoroughness with which journalists approach their work. They strive for accuracy and balance in the pursuit of the truth.
However, it’s clear that trust in the media has been eroded over time, and I believe this is a serious issue. The rise of fake news and AI-generated content has certainly contributed to this decline, making it harder to distinguish between what’s real and what’s fabricated.
Social media also plays a significant role in this shift. “Citizen journalism,” where anyone can post videos or information online without any context or training, can be incredibly harmful. These unverified, often misleading posts can undermine trust in professional journalism.
The Role of Citizen Journalism
That said, I acknowledge that in some instances, video footage taken by courageous individuals—whether in a war zone or a regime off-limits to journalists—can provide crucial insight into events happening behind closed doors.
Professional journalists will go to great lengths to verify this material, ensuring it’s authentic and representative. They may even include a disclaimer to allow viewers to assess the video’s origins.
Bob Woodward’s Wisdom on Media Trust
Bob Woodward, the investigative reporter who, along with Carl Bernstein, uncovered the Watergate scandal, was recently asked why we should still trust mainstream media. Paraphrasing his point, he said the answer is simple: check the facts. Don’t just accept things at face value—verify, double-check, and verify again.
That’s why the free press is so vital. While it’s not perfect and sometimes subject to abuse (think the phone hacking scandal), the mainstream media, whether print, online, or broadcast, verifies the information it shares.
This verification process ensures the content we consume has been properly checked and holds value.
Why I Defend the Free Press
As a PR practitioner, it’s my job to get stories placed in the media. Yes, we always present the best side of our clients, but we don’t lie or fabricate stories. Lying or bending the truth is a surefire way to ruin credibility. Once you lie, it’s game over—and that’s how it should be.
If the mainstream media loses its credibility and trustworthiness, then my role as a PR professional becomes meaningless. If no one believes the stories that get published or aired, all my efforts are in vain.
At Leepeckmedia, we make our living by getting clients into the media, but we do so with integrity. It’s essential that the media remain credible and trustworthy.
Otherwise, the entire system of communication and information collapses, and that’s not something any of us can afford.
