Originally published by Editor & Publisher magazine, November 1, 1997

Flak Like Me

By Jennifer Nicholson Graham

Until I became one, public relations professionals were flaks: despicable creatures that had human-like features but were devoid of brain activity.

Then I joined their ranks.

I aspired to be a savior, a reformer, a pearl among swine. I would put years of journalism experience to good use at a government agency, helping the good citizens of South Carolina get information that they needed. I remained close to my newsroom colleagues and loyal to the newspaper. I still considered myself one of the gang. I hadn't changed, after all; only the size of my paycheck had.

But six months after I left the newspaper, I learned the truth: While I still considered myself a journalist ­ albeit a journalist on hiatus --- few shared my view.

This truth was revealed not long after my politico husband took a six-month job with a campaign in Chicago. Although we were resigned to a temporary commuter marriage, I thought I should at least poke around to see if any opportunities loomed for me.

Name-dropping got me through to a well-known columnist at the Chicago Tribune, and indeed, she was cordial at first.

Then she figured out that, despite my 14 years of experience as a reporter and editor, despite my awards for feature writing, I was, in fact, one of THEM. A traitor. A flak. Oh, the shame of it all.

"You're not in the business anymore?" she asked, unable to disguise her disdain. "I'm sure you know how tough the market is, and it's practically impossible to get work at a newspaper if you're not at another one."

I explained that I had merely taken a sabbatical from the news business, that I'd been away for six months, not six years. (I didn't add that my former boss had already said he'd take me back.)

My would-be colleague was unimpressed. Her attitude ­ which I fear runs rampant in the press --- was that once you've left the fold, you're out of the club forever. Leave for six months, six years, whatever: Leaving journalism is like leaving Toyland, you can never return again.

Pity.

For in a year as a press secretary, I became a better journalist. And were I in charge at a newspaper, I would not only hire former flaks as reporters, I would actively seek them out. Here are a few reasons why:

Former flaks will never call a source at 5 p.m. for a comment on a story that broke at 11 a.m. (Yes, all anecdotes are true.) It conveys laziness, it guarantees a skimpy story, and it demonstrates ignorance of how the real world operates. In the real world (i.e., professions outside of journalism), people sometimes go home in the evening to be with their families. And it's even OK with their bosses!

Former flaks will never address a public official or company CEO by his or her first name (or worse, nickname), unless invited to do so first. They understand that the rules of polite society aren't suspended for the Fourth Estate.

Former flaks will never alienate sources by leaving self-important voice messages such as "This is John Smith; call me immediately." I got that message once, with nary a "please" or "thank you" or a hint of what the call was about. I cheerfully admit that the call was the last returned that day. Hey, flaks may not have much power, but they exercise what little they have.

Former flaks know firsthand the fear and loathing that reporters inspire. And the reasons for it. I am now doing penance for my sins as a reporter, sins that I never would have realized but for my stint as a flak. This is the truth: A lot of people really hate reporters. It may be because they were once libeled, or it may be because they once met a reporter who was an arrogant, self-consumed lout who left messages demanding that they call him back immediately. Or it may just be that they listen to Rush. Whatever. Fact is, you will never fully experience the animosity toward the press until you work outside it. Maybe you'd rather not know. But I'm a better reporter and editor for having been there.

Former flaks know that not only is a call from a reporter not the most important part of an official's day, but it's probably downright insignificant in the general scheme of things. They understand that in an office of any importance, the public information director may receive 30 or more media requests in a day. They will behave accordingly and go after information in ways that will not reflect poorly on the newspaper. They will not use the phrase "refused to comment" as retaliation.

Former flaks can develop meaningful and useful relationships with sources by innocently
mentioning their past job experience.

Former flaks have been misquoted. They won't do it to anyone else.

Former flaks, having previously earned big bucks, have acquired all the material things they need and will not whine about pay.

OK, so maybe that last one is a stretch. But, truth is, if a former flak returns to journalism, despite a pay cut and the disparagement of peers, you know this is a person who truly loves the trade, who will give his all every day. So bring the flaks back, except for Sid Blumenthal.