As the owner of one of the twentyfive largest PR firms in the U.S.,I take the responsibility of studying media bias quite seriously for businessreasons, and personal passion.  This week, media bias was put in thespotlight after Us Weekly published a cover story: "Babies, Lies andScandal: John McCain's Vice President."  Juxtaposed with Us Weekly'srecent cover story featuring a smiling Obama family, "Michelle: Why BarackLoves Her," it's understandable why pundits claim bias. While idealistsmight suggest otherwise, the concept of an unbiased media is simply impossible.



        I encounter media professionals on adaily basis that clearly have an agenda set before they begin researching astory.  This may be shaped by their background, a pushy editor orproducer, or closely held prejudices.  The impact of this discriminationcannot be understated.  Media bias influences our politics, moves stockprices and makes markets, ruins and builds lives, and destroys marriages. Sometimes this is the illumination of the truth from honest, hard-hittingjournalism.  But often times it's because of ideological reporters bent onan agenda they have defined or an issue they have self manufactured.

        For this reason, we counsel clientsinvolved in controversial issues or politics that the media is not always yourfriend, and proceed with caution. With certain clients not regarded asmainstream by the American media, whether Russian oligarchs, or Christianevangelicals who we have represented, we have on occasion with certain mediaoutlets found it simply impossible to get a fair shake in the media because ofextreme partiality and foregone conclusions.  We were forced to approachthe media in the same way we would approach a hostile governmentinvestigation.   When in the midst of a crisis, you wouldn't speak tothe police without an attorney, and you shouldn't speak to the media without aPR professional by your side.  This is an example of bias at its extreme,and perhaps yesterday's US Weekly column and the attention it's receiving isalso extreme.  But is it shocking?

        Whether political, cultural orsociological, each of us holds certain ideas and beliefs closer thanothers.  A favorite food, a chosen religion, a respected author ? all ofthese represent our everyday prejudices.  It's human nature to haveinherent biases based on background, whether from an ivory tower education,nationality, race, or wealth.  While ideally, media professionals would beable to toss these predispositions aside, it's simply not the case. 

        Furthermore, as much as the mediadenies it, bias creates tension and drama, which sells more magazines, attractsmore viewers, and keeps online visitors coming back for more.  Especiallyin an age when a new, unbridled media is quickly usurping the old, the rules ofobjectivity will continue to be quickly brushed aside.