“You are the broadcaster,” or “you are the publisher” has been a favorite theme of mine since 2002 when the first edition of Now Is Too Late was published. It is the recognition that the Internet provides the opportunity for those making the news to go direct to audiences and circumvent (to some degree) the traditional media. Media, after all, are intermediaries, and not always so friendly to those making the news. So, go direct.
Chevron in Richmond, California (near San Francisco) launched a community newspaper called the Richmond Standard. According to Chevron’s PR agency leader, the paper was established to fill a void left by the demise of a local newspaper. However, the launch has created a mini-storm of controversy.
This story in O’Dwyer’s notes: MM criticizes Chevron for “continuing a disturbing history of using propaganda disguised as news to promote its corporate efforts.”
Apparently there are a number of other publications in Richmond but they tend toward the “progressive” end of the spectrum. And they don’t like Chevron getting in the publication business one little bit: Andres Soto of the Richmond Progressive Alliance puts it more bluntly. “Richmond Standard is a pseudo online newspaper to try to counteract info that’s coming out in La Voz, the Pulse and the Bay View. It’s part of their mass propaganda campaign to try to influence the democratic process in Richmond.”
Reminds me a lot of my hometown. It had (still has) a number of independent publications that were openly and stridently on the left side of the political divide. Even the daily was seen as left-of-center by a very left-of-center populace. Working with a business-oriented group on the other side, we launched a publication called Better Community Solutions. Holy moly, what a stink that was. The attacks got ridiculously personal even though our approach was positive and non-emotional. Of course, the fact that the funding for our publication came from business interests meant to those attacking it that it was tainted by ugly profits regardless of anything wise we may say.
But the question here isn’t one group or the other wanting to stifle the voice of those holding different views (that’s a big topic in itself.) The question is is Chevron’s move a good idea?
I believe it is. Those opposing Chevron and its refinery in Richmond will object to anything and everything said by the company. A community newspaper could become an important and valuable vehicle as a platform for community discussion on important issues. But the success of this, ironically, depends on Chevron not using it for propaganda purposes, not being overtly or heavy handed in any way in promoting its position on specific issues. You can say, then why do it?
The opportunity was well stated by one resident of the community in this article by newsamerica: “It’s obviously an outlet for Chevron by Chevron, but as long as that’s clear—and I think it is—I don’t see a problem with it.” Hunziker said he sees a need for more balance in the papers currently circulating. Unlike Smith, who sees Chevron as the loudest voice in the room, Hunziker said he feels bombarded by progressive messaging. “Most of the yelling is being done on the far left. I think it’s important that people in the center start standing up.”
Stakeholder engagement is and should be a top priority for almost any organization with public license to operate issues (which means almost everyone). Funding and running a community newspaper is not a one-size-fits-all solution, but may be a valuable part of an engagement strategy mix. It will be interesting to watch how long this paper lasts and how it evolves.