Gatekeeping: Guardian of an Organizations Image
In public sector communication, gatekeeping often emerges as a contentious practice. For public information officers (PIOs) and communication specialists, the role of gatekeeping revolves around controlling the flow of information to the public. This practice, intended to protect the organization's image, can sometimes hinder effective communication with journalists and, by extension, the public.
Problems with Gatekeeping
Gatekeeping can be problematic for several reasons. First and foremost, it can create a barrier to transparency. When information is overly controlled, journalists may struggle to access the facts they need to inform the public accurately. This lack of transparency can lead to mistrust between the media and public organizations and between the public and these organizations.
Secondly, gatekeeping can slow down the flow of information. In today's world, news is instantaneous, and delays in information dissemination can be detrimental. Journalists working on tight deadlines may be frustrated by the slow release of information, potentially leading them to seek information from unofficial or unreliable sources.
Another significant issue is the potential for bias. When PIOs act as gatekeepers, they may unintentionally (or intentionally) filter information to present the organization in a more favorable light. This selective disclosure can result in incomplete or skewed news coverage, ultimately undermining the credibility of the organization and the media.
Arguments for Gatekeeping
Despite these issues, there are arguments in favor of gatekeeping. One primary reason is the protection of sensitive information. Specific details may need to be withheld in public sector communications to protect individuals' privacy, maintain public safety, or comply with legal requirements. Gatekeeping ensures that releasing or disclosing sensitive information will not occur prematurely or inappropriately.
Another argument for gatekeeping is maintaining consistency in messaging. When multiple individuals or departments release information independently, there is a risk of conflicting messages. A gatekeeper can coordinate communications to ensure that the information shared with the public is coherent and aligns with the organization's overall narrative.
Gatekeeping can also help manage the organization's reputation. By controlling the flow of information, PIOs can mitigate potential damage from negative news. They can prepare responses, correct misinformation, and provide context that might be missing in initial reports.
Advantages of Open Communication
However, the advantages of open communication often outweigh the arguments for gatekeeping. Open communication fosters transparency, crucial for building trust with the media and the public. When journalists and the public feel they are getting the whole story, they are more likely to view the organization as trustworthy and credible.
Moreover, open communication can enhance the organization's reputation. Public sector organizations can demonstrate their commitment to accountability and honesty by being transparent and forthcoming. This approach can be efficient during crises when timely and accurate information is essential.
Open communication also promotes a more informed public. When information is readily available, the public can make better-informed decisions about issues that affect their lives. This level of engagement and awareness benefits society, encouraging active participation in public affairs.
Additionally, open communication can lead to more balanced and comprehensive news coverage. Journalists with access to all relevant information are better equipped to provide nuanced and accurate reports. This extensive coverage benefits the public by thoroughly understanding the issues.
Balancing Gatekeeping and Open Communication
The challenge for PIOs and communication specialists is to find a balance between gatekeeping and open communication. While there are valid reasons to control the flow of information, it is essential to recognize the value of transparency and openness.
One approach is to adopt a proactive communication strategy. Rather than waiting for journalists to seek out information, PIOs can anticipate potential inquiries and provide comprehensive updates regularly. This strategy can help manage the narrative and ensure journalists have the information to report accurately and promptly.
Another approach is establishing clear guidelines for the disclosure or withholding of information. By setting transparent criteria for gatekeeping, the organization's decisions are consistent and fair. This transparency can help build trust with journalists and the public by demonstrating that gatekeeping practices have clear and justifiable reasons.
Training and collaboration are also crucial. PIOs should be trained in media relations and understand the needs and constraints of journalists. Building strong, collaborative relationships with the media can facilitate more effective communication and reduce the adversarial nature of gatekeeping.
In conclusion, while gatekeeping has its place in public sector communications, it should not come at the expense of transparency and openness. By balancing these practices, PIOs can protect their organizations' image while fostering trust and credibility with journalists and the public. Open communication is not just a strategy but a commitment to honesty, accountability, and serving the public interest.