RESEARCH IN UKRAINE By Anastasia Grynko Tutor

104 Pages·2007·0.45 MB·English

National University “Kyiv-Mohyla Academy”
Kyiv-Mohyla School of Journalism

BRIBERY FOR NEWS COVERAGE:
RESEARCH IN UKRAINE
A thesis submitted in partial fulfillment of the requirements
For the degree of Master of Arts in Journalism

By
Anastasia Grynko

Tutor: Dmytro Hubenko, Head Teacher

June 2007
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Table of Contents

Introduction…………………………………………………………………..………..3

Chapter 1: Literature review

1. Public Relations and journalism: definitions, common and different
aspects............................................................................................................... 6

1.1. Objectives…………………….……………...…………………….… 7
1.2. Audiences……………………………………………………………. 8
1.3. Channels…………………………………………………………… 9

2. Public Relations and journalism: Ukrainian context………………..………... 10
2.1. Ukrainian journalism: history and tends (1991-2006)…………..…... 10
2.2. Institutions and law regulation………………………………………. 17
2.3. Ukrainian PR: history and tends (1991-2006)………………………. 19

3. Media transparency……………………………………………………………..23
3.1. “Cash for News Coverage” and related concepts and
constructs description…………………………………………….. 23
3.2. Codes of professional ethics……………………………….………... 27
3.3. Media transparency charter………………………………………….. 32
3.4. Index of variables related to the likelihood
of the existence of “Cash for News Coverage”…………………. 34
3.5. Factors of media transparency……………………………...………. 35
3.5.1. Government category…………………………..………….. 35
3.5.2. Education category…………………………..……………... 37
3.5.3. Media category………………………………..……………. 37
3.6. Bribery for news coverage: experience of Poland…………………... 42

Chapter 2: Methodology: qualitative survey ……….……………………………… 44

2.1. The overall goal of the study and research questions……………….. 44
2.2 Sampling……………………………………………………………... 45
2.3 Advantages and disadvantages of chosen method………………….…46
2.4 The survey instrument construction…………………………………...47
2.5. Data collecting………………………………………………………..49

Chapter 3: Data analysis ………………………………………………………….….50

Summary and conclusions …………………………………………………………...73
References……………………………………………………………………………...79
Appendix A ………… ……………………………………………………………..... 83
Appendix B…………………………………………………………………………….85
Appendix C…………………………………………………………………………...104
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Introduction
As long as media corruption continues, the public
cannot trust what they read in their papers and
magazines see on TV or hear on the radio”

Alasdair Sutherland, IPRA President, March 2001

The problem of ‘journalism for sale’ or paid-for material posing as legitimate news
reporting is one of the greatest challenges facing media today. This practice erodes
public confidence, undermines professionalism and makes a mockery of ethical
values.
Historically, the relationship between journalists and public relations people has
been shaped by the perception of the former that their business involves the pursuit
of truth, coupled with the conviction that the latter engaged primarily in
manipulating or concealing the same commodity in pursuit of a narrow and self-
serving agenda. The media is at war with itself over declining newspaper circulation
and most journalists’ contact books are full of key and senior PR contacts, from
politics and business.
Both public relations practitioners and journalists have a vested interest in ensuring
the integrity and credibility of the news media. Bribery of the news media in too
many countries robs citizens of credible information they need to make personal and
collective decisions.
The giving of bribes and the taking of bribes – known as “pay for play”, “cash for
news coverage” undermines the press in a free and democratic society. Public
relations professionals are dependent on the mass media for dissemination of their
messaged, but the validity of these messages is diminished when the process is
corrupt and independent news judgment in not exercised.
Moreover, bribery gives journalism a bad name and reduces audience’s trust.
The problems associated with bribing for media coverage is obviously considered an
important issue on international level. Public relations and journalism organizations
have different codes specific to the profession but also some things in common:
commitment to truth and accuracy and concern about bribery.
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In 2001 the International Public Relations Association (IPRA) launched a campaign
to reduce unethical and illegal practices in the relationship between public relations
professionals and the media. The result is a media transparency charter that has now
being adopted by public relations practitioners in more than 100 countries. “We
started this campaign with the goal of creating greater transparency and eliminating
unethical practices in dealings between news sources and the media.” - said Dr.
Donald K. Wright, the President of the International Public Relations Association.
IPRA and the Institute for Public Relations research and Education (IPR) have also
started a biennial international index of bribery and the media to monitor progress in
the reduction of media corruption around the world. The survey by the IPRA found
“pay-for-play” was practiced extensively in Africa, the Middle East, and Southern
Europe. Eastern Europe was also named by international organizations as a region
where it is not uncommon for companies and public relations practitioners to bribe
journalists to get a news release or product photo published in the news columns of a
newspaper or mentioned on a television news program. The Ukrainians and Russians
often call this practice “zakazukha” or “jeansa”.
According to Index by country of variables related to the likelihood of the existence
of “Cash for News Coverage”, Ukraine got the same rank - 19 out of 33 - with
Taiwan. Mexico and Argentina, and was listed on 46th place out of 66 countries,
which were identified by their global, economic and political importance. It
demonstrates the actuality of media bribery problem existing in Ukraine and allows
comparing it with other countries. Index demonstrates the actuality of cash for news
coverage problem in Ukraine and acknowledges the potential for a problem in our
country.
Importantly, this index is designed to measure only the likelihood of whether or not
“cash for news coverage” likely exists among a country’s major newspaper media. It
does not directly measure “cash for news coverage,” but rather measures variables
that two sets of experts consider to be most important in indicating the presence of
this phenomenon. Initially, the further study where public relations practitioners,
journalists are involved is needed.
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The overall goal of this research is to collect the first-hand data on the status of the
media bribery, or media corruption, in modern Ukraine. The study aims to gather
information on the existence of the phenomenon in different areas of Ukrainian
journalism and tries to identify the factors that might influence its existence in
Ukrainian PR practice. The object of the study lies in the sphere of Ukrainian
journalists` and PR-specialists relations. The subject is media bribery which defines
news coverage. This is the first study to collect primary information on the subject
of media bribery, specifically, cash for news coverage, through the method of
qualitative survey, which was originally conceptualized in the International Index of
Bribery for News Coverage in 66 Countries.
Research Questions
The current study researches opinions of communication leaders about the problem
of corruption in media and public relations. Specifically, the study wants to answer
the following questions:
RQ1: Are Ukrainian media, national, regional, and local, considered credible in the
eyes of communication leaders of this country?
RQ2: Do any direct or indirect forms of media bribery exist in Ukraine? If indirect
forms of media bribery exist, what are they?
RQ3: Does a phenomenon of direct media bribery, such as cash for news coverage,
exist in Ukrainian media?
RQ4: If any forms of the media bribery exist in Ukraine, are they viewed as
acceptable by communication leaders?
Both public relations practitioners and news media professionals share responsibility
as citizens in alleviating the social ills that are created by the existence of “cash for
news coverage”. The study “Cash for news coverage: research in Ukraine” will
provide the information on the credibility and bribery of Ukrainian media, give
present Ukrainian communication leaders` (journalists and PR-specialists) opinions
and perceptions on the number of issues related to media bribery, and become the
part of one of IPRA Media Transparency Campaign’s strategy aimed to understand
dimensions of issue through research.
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Chapter 1.
Literature review
The news is something someone wants to hide from
us, the rest is advertising
[42, p.13]

Public Relations and journalism: definitions, common and different
aspects
In the global arena, one of the issues in resolving the problem of "cash for news
coverage" is in defining "journalism" itself, especially in a 21st Century
multicultural and global environment. Kruckeberg discusses the complexities of
journalism and the role of the journalist when he observes that we can be no more
precise than to argue that "'journalism' is what 'journalists' do." He notes that a
journalist could be a public affairs reporter of government activity or an advice
columnist, an ideological interpreter of news for a propagandistic medium owned
or sanctioned by an authoritarian government or a reporter for a commercially
"controlled" medium. "Journalism" is defined in this study as "the process of
reporting news," and a "journalist" is someone who is engaged in this process for
his or her primary livelihood. [11, p. 78-79]
Nevertheless, given the difficulty in defining what is journalism in contemporary
global society, to a great extent consumer news media and their
journalists/gatekeepers must be defined according to "press systems"—which still
vary tremendously throughout the world in the post-Cold War 21st Century. Such
systems may range from authoritarian to social responsibility to libertarian models
[11, p. 79-80]. Siebert, Peterson and Schramm identified four models of that time:
authoritarian, libertarian, Soviet communist, and social responsibility theories,
while Lowenstein , modified this typology, identifying ownership types (private,
multiparty and government ownership) as well as five press philosophies. [15]. The
conception of social responsibility appeared in 20th century and said that
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journalists have special public responsibility and must recognize what results their
work can have and what influences it cam make on public. [37, p.16]
Despite of the fact that people often define public relations by some of its most
visible techniques and tactics, such as publicity in a newspaper, a television
interview with an organization’s spokesperson, or the appearance of a celebrity at a
special event, public relations is theoretically perceived as a process involving
many subtle and far-reaching aspects. It includes research and analysis, policy
formation, programming, communication, and feedback from numerous publics.
Its practitioners operate on two distinct levels – as advisers to their clients or to
organizations` top-management and as technicians who produce and disseminate
messages in multiple media channels. [9; 38; 40]
A number of definitions have been formulated over the years. One of the early
definitions that gained wide acceptance was formulated by the newsletter PR
News: “Public relations is the management function which evaluates public
attitudes, identifies the policies and procedures of an individual or an organization
with the public interest, and plans and executes a program of action to earn public
understanding and patience”. [18] Another definition which describes the modern
practice of PR is offered by Professors Lawrence W.Long and Vincent Hazelton,
who say that PR is “a communication management through which organizations
adapt to, alter, or maintain their environment for the purpose of achieving
organizational goals” [21; 30]
According to a monograph issued by the PRSA Foundation, the basic components
of public relations include media relations: working with mass media in seeking
publicity or responding to their interest in the organization; and publicity:
disseminating planned messages through selected media to further the
organization’s interests [52].
Writing is a common activities of both Public relations professionals and
journalists. Both also do their jobs in many of the same ways. They interview
people, gather and synthesize large amounts of information, write in a journalistic
style, and are trained to produce good copy on deadline.
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This has led many people, including journalists, to the incorrect conclusion that
little difference exists between public relations and journalism. For many, public
relations practitioner is simply being“journalism-in-residence” for non-media
organizations. [21, p.15]
However, despite the sharing of many techniques, the two fields are fundamentally
different in scope, objectives, audiences, and channels.
Public relations has many components, ranging from counseling to issues
management and special events. Journalistic writing and media relations, although
important, are only two of these elements. In addition, effective practice of public
relations requires strategic thinking, problem solving capability, and other
management skills. [46]

Journalists gather and select information for the primary purpose of providing the
public with news and information. As Professors David Dozier and William Ehling
explain, “communication activities are an end in themselves”. [7] Public Relations
personnel also gather facts and information for the purpose of informing the public,
but the objective is different. Communication activity is only a mean to the end.
The objective is not only to inform but to change people’s attitudes and behaviors
in order to further an organization` goals and objectives. Whereas journalists are
objective observers, public relations personnel are advocates. [40]
The other point is audience. Journalists write for a mass audience – readers,
listeners, or viewers of the medium for which they work. By definition, mass
audiences are not well defined, and a journalist on a daily newspaper, for example,
writes for the general public. A public relations professional, in contrast, carefully
segments audiences into various demographic and psychological characteristics.
Such research allows messages to be tailored to audience needs, concerns, and
interests for maximum effects. [21, p.16; 30]
Most journalists, by nature of their employment, reach audience through one
channel – the medium that publishers or broadcasts their works. Public relations
professionals use variety of channels to reach the audiences. The channels
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employed may be a combination of mass media outlets – newspapers, magazines,
radio, television, Internet. Or they may include direct mail, pamphlets, posters,
newsletters, trade journals, special events, and posting messages in Internet. [21]

So, Public Relations and journalism have a symbiotic relationship. Both they
realize that communication integrity is paramount and both believe that
information is essential for market place of ideas in democratic society.
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Journalism and Public Relations: Ukrainian context
We consider journalism plays the main role in democracy
and economy development. If everyone can pay for
materials and print them as journalists’ materials, the role
of journalism becomes doubtful. I think, media must have
an agreement with Ukrainian citizens with obligation to
present just honest materials, but not the hidden
advertising we have now.
Martin Nann, co-founder of Ukrainian Association of PR

Ukrainian journalism: history and tends
Since Ukraine became an independent state in 1991 the Ukrainian media realized
that all the national newspapers, experienced journalists and quality papers, etc. were
based in Moscow (the former capital of the USSR). The Ukrainian media needed to
create its own printed press on short notice and it tried doing so until 1995. At that
time many newspapers and magazines appeared, survived for a couple of years and
then vanished due to lack of finance, political influence or simply because of the
lack of experienced journalists. For example, at the end of the 80's the circulation of
print media increased (1,417,090 copies in 1986 compared to 1,493,210 copies in
1988). In the early 90's there appeared to be a trend of decreasing circulation in the
print media. The circulation of the press in the Ukraine only began to increase from
1999 onwards. From 1995 to 1996 Ukraine experienced the second wave of press
development. [34]
During that period, the newspapers, "Den", "Zerkalo Nedeli", the tabloid "Kievskie
Vedomosti" and other newspapers appeared. The next wave was in 1998 and 1999
when the biggest best selling national tabloids such as "Segodnia", "Fakty i
komentarii", "Vechirni visti", "Stolichnye novosti" and other so-called metro/street
newspapers appeared.
Most of the local/regional newspapers were transformed from Soviet communist
publications into new western-style publications. They were re-registered; changed
their names and sometimes editors.