| Preventing the spread of promotional journalism into the main news sections of newspapers necessarily means creating an awareness among journalists about what factors allow the promotional story format to proliferate and what the ensuing consequences are for the industry. The production of promotional journalism hinges on three points: (1) the increased savvy of public relations practitioners and the press releases they issue; (2) the increased acceptance of the advertorial-style news story; and, (3) dwindling newsroom resources. These factors work in concert, with each playing an essential role in how promotional journalism occurs.;The publishing of promotional articles erodes credibility and informative value.;While instituting a law to keep journalism free of commercial influences, as in some European countries, is unlikely in Canada, the onus is on journalists to be more aware of promotional journalism and its consequences. This will stimulate their ethical and moral obligations to the public and the industry. |
