Word: winsten
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Dates: during 1990-1999
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Even among the most sophisticated players, manipulation can be a dirty word. Take the case of William DeJohn and Jay Winsten. As officials of Harvard University's Center for Health Communication, they recommended mass-media campaigns to steer youths away from drug abuse. But they ran into trouble when the New York Times described their two-year study -- which advocated staged news events and the distribution of video press releases to be aired on TV news programs -- as "the manipulation of print and broadcast news." A TV network executive contacted by the reporter denounced the scheme, and center director Winsten...
...sure, Winsten was not promoting anything so egregious as the phony drug bust that the Bush Administration staged in front of the White House last year. He was suggesting speeches, press conferences and strategies aimed at helping health professionals "compete for news coverage." His 45-page study, in fact, was largely devoted to a review of widely used public relations and advertising practices. Nonetheless, Winsten decided to drop the recommendation for video news releases from his report, not wishing to alienate the journalists on whose goodwill much of his program's success would depend...
...Public service campaigns," said Winsten, "have consisted of public service announcements run at the discretion of broadcasters," usually in the middle of the night...
...response to some of Winsten's earlier work the producers of television programs such as Cheers, Falcon Crest and The Cosby Show have inserted comments stressing the importance of using designated drivlipsticked kisses...
show on drunk driving. The goal of such efforts is "to reflect the evolution of a new social norm...[and] by reflecting those changes they will be adding momentum to those changes," Winsten said...