Did that news release work?
News is considered worthy if it has the full attention and approval of the community. Although some news may seem appealing to the writer, it may not receive the anticipated attention from the audience. Some news may get inspired news coverage while others may not. The essay explores the issue of the news release and crosschecks it with search engine Google news to see if it is inspired by coverage or not. Additionally, it analyses whether the news release was effective or not.
This easy is based on the article titled, “JetBlue Statement Regarding Crew of Flight 191”. The news can be regarded as inspired news as it appeared in the major newspapers in the world. For example, it appeared on NBC, Bloomberg, Associated Press, and Reuters, among other major newspapers. The news release had an estimated 4890 articles written on the incident. The news release attracted so many media houses around the globe. This is because it dealt with issues concerned with the community like matters of life and death (“JetBlue Statement Regarding Crew of Flight 191” para. 4).
The news release was effective. Geer (2008) note that a good news release contains real news and it is usually brief. By real news, it means that facts should be availed which in this case, the company spokesperson came out immediately after the incident to support the claims. A follow-up was also made on the same. The news was brief and to the point hence catching the anticipated audience. McKane (10) adds that a news release should be relevant to be effective.
The news release was effective as it attracted the attention of the media. This is because it was relevant, brief, and real. Additionally, was concerned with the welfare of the people.
Grassroots or Astroturf?
Citizens Against Unfair Health Care Taxes has been described by Source Watch (2009) as a front group created by a public relations company that works with Allergen Inc. It is a coalition of businesses, national organizations, and community groups whose agenda is “to stop the unfair taxation of health care services and prescription drugs in various states (Citizens Against Unfair Health Care Taxes n.d). Its members are Men’s health network, the Council for Citizens Against Government Waste, Americans for Tax Reform, and Allergan Inc. The main sponsor of the organization is Allergan Inc which is a manufacturer of BOTOX. In the recent past, the group has been accused of collaborating with organizations to serve not the interests of the people but that of its financiers.
The organization has been deceptive in its operations as it campaigns for corporations and not the welfare of the people (“JetBlue Statement Regarding Crew of Flight 191” para. 4). For instance, Allergen the manufacture of Botox would experience a shortage in sales and profits if the taxation was passed. Botox Abroad (2011) reports that a California resident was called by a man working with Citizens Against Unfair Health Care Taxes and persuaded her to write a letter to the Californian State opposing the Botox tax.
Several residents also fell under the deceptive maneuver of Citizens Against Unfair Health Care Taxes. It later emerged that Direct Impact Co was carrying out the campaigns on behalf of Allergen Inc (Botox Abroad 2011). Direct Impact was also hired by Allergen to form the Citizens Against Unfair Health Care Taxes coalition.
Based on the case analysis, Citizens Against Unfair Health Care Taxes has been deceptive in its operations which makes it unethical. Allergen uses front groups to campaign for its deceptive good. It is unethical for a corporation to create a group to represent its interests as the groups represent the interests of the corporation and not that of people. If it funds a group in existence it ethical but it becomes unethical when it deceives the public on its interest in intentions.
Works Cited
Botox Abroad. 2008. Botox maker’s lobbying assailed. 2008. Web.
Citizen Against Unfair healthcare Taxes. n.d. Against Unfair healthcare Taxes: About the Coalition. n.d. Web.
Citizens Against Unfair Health Care Taxes 2009. Web.
Geer, Jon. 2008. What Makes a Good Press Release Today? 2008.
JetBlue Statement Regarding Crew of Flight 191. 2012. Web.
McKane, Anne. 2006. What Makes News? Web.