Bloggers v. journos

While doing some research for a story, I came across some references to the time when Wal-Mart sent out "blog releases" written in the informal language of blogs, to bloggers. Some bloggers posted these releases on their blogs without attributing them to Wal-Mart.

In the ensuing drama (it is Wal-Mart, after all), those supporting what the bloggers did said they did nothing wrong, as they had no duty to reveal their sources, just like journalists don't have to reveal their sources. And my first reaction was "What?!?!?"

Who said journalists don't have to reveal their sources? And even if journalists can hide sources, who said they don't have to reveal the sources of press releases?!?!?

We see a lot of anonymous sources used in stories, but at most publications worth their salt, journalists have to make every attempt to get something on the record, and can use anonymous sources if all else fails, i.e. 1. when the information they are getting is a fact, not opinion 2. when nobody in the know is willing to speak on the record and 3. when it can be verified by a number of (at least 3) other reliable anonymous sources.

If a journalist is sent a press release from a company, there is ABSOLUTELY NO WAY he/she can use it without saying where it came from. In most publications, a journalist cannot even use a release word for word, unless he/she makes it clear it is a direct quote and attributes the quote. And definitely not without getting other, maybe opposing, voices into the story.

The bloggers in the Wal-Mart case were simply propogating Wal-Mart's side and hiding the fact that they were doing so. They had no reason to withhold the source of the information, but they did, in the process misleading their readers. But, the thing is, bloggers have minimal responsibilities and standards, unless they are self-imposed, so they can get away with doing so. Journalists can never do the same thing that these bloggers did, unless they work for a complete rag. So to compare these bloggers to journalists who use anonymous sources is farfetched and misleading.