How Much Rope Should You Give a “Corporate Reporter?”

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. (For those old enough to remember ink.)

Marketing automation vendor Eloqua has gone a step further and hired Jesse Noyes, formerly a business reporter for the Boston Herald, as a “corporate reporter.” His goal, he says, is “to drill down within the company and the industry to find the stories that too often go untold. I will profile brands and the people that work for them. And I will attempt to explain game-changing trends as they happen.”

Good for Eloqua for recognizing that “old school” journalistic qualities such as fairness, thoroughness, and clarity are more important than ever, and can be found in professional reporters. And good for Jesse for riding the wave that has made every vendor a publisher who needs to tell their own story.

However, as someone who does his own share of “corporate reporting” for IT vendors, here are three tough moments I predict Jesse – or any corporate reporter -- will face. When they come up, how should Eloqua respond? How would you respond?

1. I found a really, really smart customer doing some leading-edge marketing automation --       but with a competitor’s product. Can I write the story?
2.  I need the CEO or CTO to respond honestly and thoughtfully to a big announcement, but they’re busy talking to customers. Who will shake them loose so they can talk to me, and when? 
3. Marketing complains my last story focused too much on the problems customers are facing, and want me to “take a more positive tone.” I’m reporting what I’m seeing in the marketplace. Exactly how brutally honest do you want me to be in my writing?

There are no easy answers to questions like these, but having even rough guidelines will be critical to making your “corporate reporter” successful. I (of course!) have ideas on my own, but am curious to hear yours first…

Comments

[Noyesjesse]

Hi Bob,

Thanks for writing a thoughtful and provocative post. I felt it would be only right to reply here.

First off, you rightly point out that many other journalists have jumped over to what was always called in the newsroom the "dark side." There's no journalism class -- that I know of -- that explicitly speaks of PR as the enemy, but anyone who has worked in a newsroom has probably heard that very sentiment spoken countless times.

I don't think of PR as the enemy. I have even done PR. Two of my former editors and mentors now work in PR. But what fascinated me about working for Eloqua was that they were trying to carve out a new niche. I work for the company and part of that entails promotional duties. Yet, it's a job that allows me, requires me, to do what I love most about journalism: meeting different people and learning about their careers, the problems they face, the solutions they come up with.

With that in mind, let me take a crack at these hypothetical scenarios you describe.

1. Can I write the story that promotes a competitor? Good question. In a way, I would argue the forum that raises an issue than the position. That is, I think writing about competitors on our blog opens up an ethical dilemma I am not eager to wander into. It's not that praising a competitor is so bad. But what if I found out some negative info on a competitor? Should I publish that too? There are ethical, and legal, issues here. So I won't say no for certain, but I doubt there will be much info about competitors that is either positive or negative coming from me.

2. Who is going to shake the chiefs lose? I'm happy to say I don't think this will be much of an obstacle. One thing that was clear before I came on board was how much Eloqua's executive team supported the move. They understand the need for this position and that making my job easier will ultimately serve their goals of growing the company.

3. How brutally honest should I be? I firmly believe I have the backing of the marketing department, especially as they are the people who hired me. I'm not saying I'll never raises eyebrows internally, but one thing I am certain of: I can absolutely present my case and know that it will be treated with respect. Marketing knows this is new and uncharted territory, and they are sensitive to it. (As an example, my boss encouraged me to respond honestly on your blog.)

The last thing I want to say is that I'm not sure we can completely address the questions you raise here perfectly at this point. The job is so new that we are still figuring it out ourselves. Eloqua knew it had to act and so it jumped into the space. As we move forward, your questions will be answered...and even more will be raised.

I hope this helps in some way. I promise to be less long-winded in the future.

Jesse Noyes

[Bonnie Sashin, APR]

Bob,
Interesting post, but I'm wondering if you haven't set up some straw men. As a former journalist who moved into public relations some 25 years ago, I've always been clear about whom I represent, and made that clear to reporters with whom I speak.
As for brutal honesty, the in-house corporate communications pro has an obligation to highlight issues posing threats to the client's reputation internally.
Access to the top decision maker? If you can demonstrate that you are credible and trustworthy (see above) you should be able to build the positive relationships with the top decision makers as well as whatever gatekeepers they may have (such as executive assistants) that will gain you access when you need it. Of course it's important to remember that everybody's time is valuable, and that access is something you request only when you really need it.