Business Pressures
Paper instructions:
Review Material Case Study (included in file and bellow)
Choose only one of the following roles:
• Reporter
• Assigning editor
• Publisher
• Photo editor
• Copy editor
• Editor-in-chief
Discuss how each would be influenced differently by the issues brought up by the case study, and
what would be an appropriate response from each.
Write a 700- to 1050-word paper giving a summary of each role’s response to the case and explain how
each of the members of a news team should respond to the business pressures being applied in this
case.
Answer the following questions in your summary:
• Which story might each person on the news team want to cover and why?
• What are the business pressures involved?
• How might the business pressures affect their employer’s success as a news entity?
• How might the business pressures affect their personal lives?
Format your paper consistent with APA guidelines.
Cite at least three references.
ReviewMaterial Case Study (included in file and bellow)
Chooseonly one of the following roles:
• Reporter
• Assigning editor
• Publisher
• Photo editor
• Copy editor
• Editor-in-chief
Discuss how each would be influenced differently by the issues brought up by the case study, and what
would be an appropriate response from each.
Write a 700- to 1050-word paper giving a summary of each role’s response to the case and explain how
each of the members of a news team should respond to the business pressures being applied in this
case.
Answer the following questions in your summary:
• Which story might each person on the news team want to cover and why?
• What are the business pressures involved?
• How might the business pressures affect their employer’s success as a news entity?
• How might the business pressures affect their personal lives?
Format your paper consistent with APA guidelines.
Cite at least three references.
Case Study
Strangers Bearing Gifts
Asalesperson arrives at a newsroom and offers a prepackaged videotapeto fill several minutes of
airtime, concerning a new medical treatment thatwill help patients suffering from diabetes. The video is
well authenticated,all of its facts are correct, and it includes interviews with recognized,respected
health officials who offer their candid opinion of the potentialhealth benefits and risks of the procedure,
which has the possibilityofhelping many persons improve their condition and even to save lives.
This is precisely the kind of thing that viewers of the network arekeen to see and learn about. It is a
program, moreover, that would otherwisebe expensive to produce if the reporters working for the
agencywere to undertake the work themselves. The story is ready to plug andplay, suitable for
broadcast without further ado, and at a fraction of whatit would otherwise cost. There is only one
condition. When the video,which has been prepared at the expense of an international
pharmaceuticalcompany, is broadcast, the announcer is supposed to mention thatviewers can contact
their physicians or local hospital for brochuresdescribing the procedures in more detail.
All this sounds innocentenough, except for the fact that the brochures, for anyone who cares topick
one up, contain a significant amount of promotional advertising forthe pharmaceutical company that
financed and produced the video.This is indirect marketing on the part of the drug company. Itinvolves
the reporters for the network rather obliquely in a trail of informationthat leads interested viewers to a
source in which the companyadvertises its products. It does not do so immediately by including
itsname or logo as part of the news broadcast, but it provides useful information
in the context of which viewers are directed to obtain productliterature, only if they are sufficiently
interested, to pursue the matterwith their physicians or local hospitals with whom the
pharmaceuticalcompany just happens to have a preexistent agreement. It can easily beworthwhile for
the sake of attracting a select group of potential clientsto their advertising for such a company to
spend the money needed toproduce the video; it is a smart marketing ploy.
The question is whetherthe reporter or network knowing or even suspecting these facts actswrongly to
air the video as part of its regular news broadcast.As a legitimate business, in principle there would be
nothing wrongwith the drug company buying advertising time on the network to marketits products.
The disincentive for it to do so is that such advertisingtime is enormously expensive when compared
with the costs involved inmaking a news story for the network to present along with its other
coverage.The company then need only pay whatever is additionallyrequired to print the brochures for
physicians and hospitals to makeavailable when they receive inquiries about them from persons who
haveseen the newscast. The company additionally gains an important marketingadvantage that it
cannot secure by means of ordinary conventionaladvertising. By being associated in viewer’s minds with
the scientificnews report of an important new development in health treatment,
Thepharmaceutical company earns the gratitude of its potential customerswho as a result may be more
likely to use its products or request theirphysicians to prescribe the drug treatments in conjunction
with the newdiabetes procedures and perhaps for other unrelated health needs generally.The company
thereby receives more bang for its advertising buck byproducing a medical news story and only
indirectly leading viewers ascustomers to its explicit advertisements on the brochures that the
reporteris supposed to announce as part of the lead-in or follow-up to the storywhen the video is aired.
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