1. Padraig McKeon
    March 7, 2018 @ 10:59 am


    I agree with fully with the tone and the thrust here. I have an alternate view on the use of ‘in partnership’… I think it is blatantly obvious that it is a version of ‘advertorial’ and the disctinction is only splitting hairs – but that is to detail.

    The core point here is about transparency and disclosure. In that regard for sure, mistakes have been made. The waters have been muddied by the circulation of an email about ‘in partnership’ content for an entirely different project – Creative Ireland – but when it is all boiled down each of the instructions to the SCU from its bosses, the instructions from the SCU to its media agency, the instructions from the media agency to the newspaper management and the instructions from the management to their reporting and editorial staff need to be examined. At what point did the principle of full disclosure and transparency get lost.

    In my view, that is the only issue of substance in the public interest. More significantly for communicators, it is the one that, left unaddressed, most damages perceptions of what we do


  2. steve white
    March 7, 2018 @ 2:56 pm

    Isn’t advertorial and native advertising’s (as I think the SCU stuff is) entire point to confuse advertorial with editorial.

    • Irish Academy
      December 20, 2018 @ 8:41 am

      Interesting point Steve. Advertorial is often confused with editorial in the minds of the readers I agree. For that reason, it is often treated as a higher credibility source than advertising (i.e. readers believe that it is text which has been written and researched by a journalist). Two things were wrong with the SCU approach in my opinion (a) the attempt to create the impression that these articles were journalistic in source (by not clearly flagging them as advertorial) and (b) the complicity of media in publishing them and allowing their readers to be hoodwinked!.

  3. Tania Fallaw
    December 19, 2018 @ 10:06 pm

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