Tag Archives: Bell Let’s Talk Day

Bell Let’s Talk: Are all of Bell Media’s newsrooms independently choosing to cover it?

On Monday, CTV News President Wendy Freeman appeared at a CRTC hearing in Gatineau looking into the future of local television, and she was asked about the editorial independence of Bell Media’s newsrooms, particularly in light of the Kevin Crull scandal, and journalistic independence code that followed it. Here’s what she said, from the transcript of that hearing:

It’s actually working out very well and what we have done is we’ve put a journalistic independence policy in place and basically so that there is never any interference from anyone that no one can ever influence our news division.

And if someone — anyone that works for CTV News feels that they are being pressured or influenced by someone, that they can come to me and that I now have a place to go if I feel that I am being pressured or influenced. And in the end, it is my choice on what we cover and what we do, and I have the final say.

But the independence policy was distributed across the company and in the end it basically says that no one has the right to interfere in our news gathering and in our news, and in our news editorial decision-making. And it has been going well. Thank you for asking.

Bell Media hasn’t published this independence code, but apparently its journalists can go straight to Freeman with any issues, and she reports directly to BCE CEO George Cope.

Two days later, there’s a test of this independence code as BCE does its annual Let’s Talk campaign to raise money and awareness for mental health. A laudable cause, to be sure, but it’s also an ad campaign with Bell’s logo all over it. (I first wrote about that aspect five years ago, and there was a followup counterpoint a year later.)

This year, as it has previously, Bell Media sent out a press release promising wall-to-wall coverage across its properties, including CTV News Channel, CP24, TSN, RDS, BNN, local CTV News stations and news-talk radio stations, plus newsy shows like eTalk and Innerspace. Everything under the Bell Media umbrella was going to talk about this issue.

So how does that square with the journalistic independence code? How are journalists supposed to feel independent if BCE is having them all report on a Bell campaign?

I put the question to Freeman, and here’s what she wrote back to me:

Thanks for checking in. I can confirm with complete certainty that all decisions to cover Bell Let’s Talk day and it’s mental health initiatives by CTV News outlets are made completely independent of corporate influence. CTV Newsrooms are unequivocally free to choose the news they cover.

Bell Let’s Talk Day is a news story every year that is of significant national interest.  It is being covered by a wide range of news outlets, including the CBC.

Millions of Canadians are engaged, making it Twitter’s #1 trending topic nationally and #2 worldwide. From politicians and the royal family to celebrities and athletes,  Bell Let’s Talk Day is clearly of interest to many, and as a result, newsworthy.

With regard to the press release cited in your note, we often announce in advance our coverage plans for news of national importance and of interest to viewers, always subject to change of course depending on the news of the day.

I’m still a bit skeptical about the influence Bell has over its newsrooms’ coverage. Here in Montreal, CTV News at noon had a five-minute remote interview with Mary Walsh near the top of the newscast (she did the rounds of CTV stations), and later another five-minute interview with a pro wrestler. During both, there was a graphic overlay of how many texts, calls and tweets were contributing to the campaign. That graphic, of course, used Bell’s logo, its colours and its fonts.

Mutsumi Takahashi interviews Shayne Hawke on CTV Montreal

Mutsumi Takahashi interviews Shayne Hawke on CTV Montreal

Does anyone believe CTV News would be doing this if this was a Telus campaign? Or a Manulife one? No, it would probably be covering it like CBC and others are covering today’s events: as an average news story about a trending topic, not a news event that requires special attention.

I certainly wouldn’t expect newsrooms to announce their coverage plans days in advance.

But who can be angry about more attention to mental illness, right? It’s a good cause, so why would a news director choose not to report on it, unless out of some malice? Is it so bad to hand over CTV News to Bell’s corporate PR people for a day for some joint venture for charity?

I’m a bit concerned that CTV News and other Bell Media news outlets are being a bit too passive about corporate interference, despite what Freeman says. I certainly wouldn’t expect any of their newsrooms to note the fact that Bell has many employees that don’t enjoy mental health insurance coverage, for example. (Though that’s a larger issue about freelancers and contract workers replacing permanent employees that’s affecting lots of sectors in the economy.)

But I’m more worried about the slippery slope. When CTV News, Bell Media and BCE see themselves as part of the same family, with journalists and corporate PR working so closely together, it’s easier for people to get the impression, like Crull did, that they have the same interests, or even that one is subservient to the other.

Maybe I’m just being paranoid. Maybe all of Bell Media’s newsrooms independently choosing to cover the same issue on the same day is normal and has nothing to do with the fact that the issue is being pushed by Bell Media’s parent company.

Or maybe I’m just being heartless because I’ve never had a mental illness and I should just shut up and let this one slide.

Bell Let’s Talk Day: “This is why we do it”

Bell Let's Talk national spokesperson Clara Hughes in an interview with TSN Radio in Toronto (Bell Canada photo)

Today is Bell’s Let’s Talk Day, a day in which Canada’s biggest telecom company raises money to help treat mental illness, and helps bring the issue out into the spotlight at the same time.

Until midnight Pacific time, Bell is donating five cents for every long-distance call and text message sent using its network, as well as every (non-robot) retweet of its Twitter account, to this charitable cause.

I was reminded of this campaign when I watched CFCF’s noon newscast today. It was hard to miss it. Half of the first 15-minute block was devoted to it, with a story by a local reporter profiling someone with mental illness, and an interview with the campaign’s spokesperson, Olympian (and national sweetheart) Clara Hughes.

It didn’t stop there. Later, a health news story about the potential causes of suicide (probably a coincidence because the study just came out), a sit-down interview with an expert on mental illness, and a chat with reporter Tarah Schwartz about a special report on depression airing on Thursday. That’s not including the commercials devoted to the subject and all the other programming that’s airing on CTV, including a special at 7pm.

A year ago, I asked similar questions about this campaign, and whether the perfectly laudable cause justified the apparent intrusion of Bell Canada into the editorial decisions of CTV’s newsrooms. (One could argue that many have simply decided to join this cause without being ordered to, which is possible, but there’s a reason we’re not seeing as much coverage of this on CBC and Global, and do we really think it would get so much airtime on CTV if this was, say, a Telus campaign?)

There are also questions to be asked about Bell’s motives in this. Every large company puts profit ahead of anything else, and it makes sense for a company whose reputation is as poor as Bell’s to spend millions of dollars making it seem more human. And it sends the message that if you really want CTV News to pay attention to your cause, no matter how positive it is, you need to get Bell onside.

But rather than rehash all that, I’ll share an email that was forwarded to me by someone from Bell Media, who I’m guessing saw my tweets critical of the campaign today or was directed to last year’s blog post. It was sent from a viewer of CTV’s Marilyn Denis show, which also devoted segments to mental health today, including one on postpartum depression.

He added only: “This is why we do it.”

I’ve redacted the person’s name since it’s not important.

Subject: Thank you thank you thank you

Hello Marilyn

My name is ***, mother of 4 girls 8,6,4 and 5 months.

I started my last pregnancy with depression and it is becoming a giant battle!

I feel darker and darker and the show today made feel good and thank to CTV, let’s talk day. It is good to know that I will talk and search for help.

What a show thank you again.

There are a lot of thing behind my depression, I have in Canada for 17years no status, with 4 children provide a good life. Being a great mother and wife. Keeping on packing weigh. Being there sometimes became a burden etc….but I do it because I love my family.

Well I just wanted to say thank to you and CTV for this day Let’s talk.

I never wrote to a show but the one today saved my life.

By the grace of God!

There are worse reasons to abuse one’s power.

Is selling out okay for a good cause?

Clara Hughes is the spokesperson for Bell’s Let’s Talk campaign to raise awareness about mental illness

Let’s talk.

The phrase, and the face of Canadian Olympic star Clara Hughes, are all over the media today in a campaign organized by Bell Canada. It’s planning to spend $50 million over five years on this program, and today it’s giving five cents for every text message and long-distance call by a Bell customer to mental health initiatives.

To promote this, the campaign has pulled out all the stops, and has … partnered … with news organizations to spread the word. CTV, which Bell is in the process of purchasing, has devoted just about everything it can – including TSN and MuchMusic – to the campaign, forcing each one to mention it somehow. Hughes has been doing non-stop interviews today. She was on Canada AM. She was on CP24’s breakfast show. She was on the Marilyn Denis showShe was interviewed on CFCF. And that’s just daytime. There’s an entire channel online devoted to this stuff.

And, of course, during the actual commercials, Hughes appears again – over and over – in ads paid for by Bell talking about the campaign.

It doesn’t stop with CTV, though. My own newspaper The Gazette has two pages devoted to this subject today, one of which has a giant ad featuring Hughes and the Bell logo. I’m sure it won’t be hard to find other examples in other media.

Fighting mental illness is a laudable goal. No one with even a trace of a soul can stand up and say they oppose this campaign. I salute Hughes and Bell for their efforts, and wish the campaign success (though I’m not quite sure what that would mean – they’ve already said they’re spending $50 million over five years, so are the donations in excess of that, or did they just estimate how much it’ll cost them? UPDATE: The money from this event – more than $3 million – was in fact in addition to the $50 million they’d already pledged)

This also isn’t the first time that a big, rich company has bought news for a good cause. Newspapers often have pages devoted to issues chosen by advertisers. They have various names for this, referring to them as “partnerships” or “joint ventures”. “Directed content” is my favourite term. A step beyond the advertorial, the content is presented as news, it doesn’t talk about the advertiser directly, and the advertiser has no say in the content of the news pieces themselves, other than their subject.

Oral B and Listerine sponsor coverage of oral care. Big oil companies sponsor articles about the environment to greenwash their image. Banks and other financial institutions sponsor entire sections on the importance of RRSPs. It is, in the eyes of the publishers and advertisers, a win-win: the news outlet gets much-needed advertising money, the advertiser gets to see its logo all over the place, and the issue gets public exposure.

The only drawback is the crumbling wall between editorial and advertising. The precedent is established that an advertiser can get all sorts of journalistic outlets to contribute to its campaign, provided it’s for a good cause (or something that can be interpreted as a good cause), and that big media companies will use the power of convergence to please those advertisers, if given enough money.

Most importantly, it means that issues advertisers want to bring up – whether because they want to appear charitable or because it is in line with their business interests – get more exposure than those nobody wants to spend money on. People who want their causes to get news coverage are better off pleading to large corporations’ marketing departments than to journalists. And good luck getting anyone to pay attention to a cause that puts one of those big corporations in a bad light.

To be clear, I have nothing against this cause. Bell is spending a lot of money it could have just as easily given to its shareholders or spent on ads lauding its services. I don’t think the good PR that will come from this will bring in more than $50 million in new subscribers. And I hope the campaign is very successful and helps a lot of people.

But I think it sets a bad precedent when a company like Bell can simply dictate to all its divisions, including news, that a certain topic is covered on a certain day. It’s hard not to think of that as a slippery slope.

UPDATE: A response from Bell worth reading. And another blog post that goes a bit farther than mine, suggesting this is more of an advertisement for Bell than a campaign for mental health.