When Fox News Is the Story

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By DAVID CARR, NYT

Like most working journalists, whenever I type seven letters — Fox News — a series of alarms begins to whoop in my head: Danger. Warning. Much mayhem ahead.

Once the public relations apparatus at Fox News is engaged, there will be the calls to my editors, keening (and sometimes threatening) e-mail messages, and my requests for interviews will quickly turn into depositions about my intent or who else I am talking to.

And if all that stuff doesn't slow me down and I actually end up writing something, there might be a large hangover: Phone calls full of rebuke for a dependent clause in the third to the last paragraph, a ritual spanking in the blogs with anonymous quotes that sound very familiar, and — if I really hit the jackpot — the specter of my ungainly headshot appearing on one of Fox News's shows along with some stern copy about what an idiot I am.

Part of me — the Irish, tribal part — admires Fox News's ferocious defense of its guys. I work at a place where editors can make easy sport of teasing apart your flawed copy until it collapses in a steaming pile, but Lord help those outsiders who make an unwarranted or unfounded attack on me or my work. Our tactics may be different, but we, too, are strong for our posse.

Media reporting about other media's approach to producing media is pretty confusing business to begin with. Feelings, which are always raw for people who make their mistakes in public, will be bruised. But that does not fully explain the scorched earth between Fox News and those who cover it.

Fox News found a huge runway and enormous success by setting aside the conventions of bloodless objectivity, but along the way, it altered the rules of engagement between reporters and the media organizations they cover. Under its chief executive, Roger Ailes, Fox News and its public relations apparatus have waged a permanent campaign on behalf of the channel that borrows its methodology from his days as a senior political adviser to Richard M. Nixon, Ronald Reagan and George H. W. Bush.

At Fox News, media relations is a kind of rolling opposition research operation intended to keep reporters in line by feeding and sometimes maiming them. Shooting the occasional messenger is baked right into the process.

As crude as that sounds, it works. By blacklisting reporters it does not like, planting stories with friendlies at every turn, Fox News has been living a life beyond consequence for years. Honesty compels me to admit that I have choked a few times at the keyboard when Fox News has come up in a story and it was not absolutely critical to the matter at hand.

But it cuts both ways: Fox News's amazing coup d'état in the cable news war has very likely been undercovered because the organization is such a handful to deal with. Fox is so busy playing defense — mentioning it in the same story as CNN can be a high crime — that its business and journalism accomplishments don't get traction and the cable station never seems to attain the legitimacy it so clearly craves.

There have been few stories about Bill O'Reilly's softer side (I'm sure he has one), and while Shepard Smith's amazing reporting in New Orleans got some play, he was not cast as one of the journalistic heroes of the disaster. The fact that Roger Ailes has won both Obie awards and Emmys does not come up a lot, nor does the fact that he donated a significant chunk of money to upgrade the student newsroom at Ohio University, his alma mater.

Instead, Mr. Ailes and Brian Lewis, his longtime head of public relations, act as if every organization that covers them is a potential threat and, in the process, have probably made it far more likely. And as the cable news race has tightened, because CNN has gained ground during a big election year, Fox News has become more prone to lashing out. Fun is fun, but it is getting uglier by the day out there.

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A little more than a week ago, Jacques Steinberg, a reporter at The New York Times who covers television, wrote a straight-up-the-middle ratings story about cable news. His article acknowledged that while CNN was using a dynamic election to push Fox News from behind, Fox was still No. 1. Despite repeated calls, the public relations people at Fox News did not return his requests for comment. (In a neat trick, while they were ignoring his calls, they e-mailed his boss asking why they had not heard from him.)

After the article ran, Brian Kilmeade and Steve Doocy of "Fox and Friends," the reliable water carriers on the morning show on the cable network, did a segment suggesting that Mr. Steinberg's editor was a disgruntled former employee — Steven V. Reddicliffe once edited TV Guide, which, like Fox News, is owned by the News Corporation — and that Mr. Steinberg was his trained attack dog. (The audience was undoubtedly wondering what the heck they were talking about.)

The accompanying photographs were heavily altered, although the audience was probably none the wiser. Mr. Reddicliffe looked like the wicked witch after a hard night of drinking, but it was the photo of Mr. Steinberg that stopped traffic when it appeared on the Web at Media Matters side by side with his actual photo. In a technique familiar to students of vintage German propaganda, his ears were pulled out, his teeth splayed apart, his forehead lowered and his nose was widened and enlarged in a way that made him look more like Fagin than the guy I work with. (Mr. Steinberg told me that as a working reporter who covers Fox News, he was not in a position to comment. A spokeswoman said the executive in charge of "Fox and Friends" is on vacation and not available for comment but added that altering photos for humorous effect is a common practice on cable news stations.)

It's a particularly vivid example of how the Fox response team works, but hardly the only one. Julia Angwin of The Wall Street Journal wrote a profile of Roger Ailes in 2005. Again, her coverage was right up the middle, but that is not the way that Fox News saw it, and she was held out for ridicule over and over in items on various blogs penned by Fox News staff when she jumped the gun on the start date for the Fox business channel. (Ms. Angwin is on book leave and did not answer a message left on her cellphone.)

Earlier this year, a colleague of mine said, he was writing a story about CNN's gains in the ratings and was told on deadline by a Fox News public relations executive that if he persisted, "they" would go after him. Within a day, "they" did, smearing him around the blogs, he said. (I did not ask him for a comment because the information was of a private nature.)

Some of the avenues of attack are easier to anticipate than others. Right now, there are advance copies circulating of a reported memoir I wrote about my times as a drug addict and drunk. I've already been called a "crack addict" on Bill O'Reilly's show, which at least has the virtue of being true, if a little vintage. Expect a return engagement with some added detail. I have a bit of an advantage in that my laundry is already hanging on the line, not to mention that with a face made out of potatoes, the Photoshopped picture of me will have to go a long way to make me any uglier than I actually am. Having pointed a crooked columnist finger at Fox, at least I have it coming. Not so for many of the beat reporters who go to work every day confronted by a public relations machine that will go feral if it doesn't get what it wants.

When I started calling around about Fox News, Mr. Lewis, the public relations head, made himself available on very short notice on the Fourth of July. He patiently explained that while yes, the game had changed, it was hardly in the way I was describing. There are no dark ops, he said, and no blacklist — "a myth" — only good relationships and bad ones.

Mr. Lewis said that members of his staff were not in the business of altering photos, that they had no control over stories that appeared on "Fox and Friends" or other shows, and he pointed out that it makes their job harder when they go after reporters. He called my suggestion that there was something anti-Semitic about the depiction of Mr. Steinberg "vile and untrue." Mr. Lewis denied that his staff had threatened one of my colleagues or planted private information about him on blogs.

That comes as a surprise to reporters I talked to who say they have received e-mail messages from Fox News public relations staff that contained doctored photos, anonymous quotes and nasty items about competitors. And two former Fox employees said that they had participated in precisely those kinds of activities but had signed confidentiality agreements and could not say so on the record.

"Yes, we are an aggressive department in a passive industry, and believe me, the executives and talent appreciate it," Mr. Lewis said, adding that with the 24-hour news cycle and the proliferation of blogs, a new kind of engagement and activism was required.

"We are the biggest target in the industry and we accept that," he said. "We embrace controversy," but he said that he and his colleagues respect that reporters have a job to do.

Many of the television-beat reporters I called had horror stories, but few were willing to be quoted. In the last several years, reporters from The Associated Press, several large newspapers and various trade publications have said they were shut out from getting their calls returned because of stories they had written. Editors do not want to hear why your calls are not being returned, they just want you to fix the problem, or perhaps they will fix it by finding someone else to do your job.

David Folkenflik, now the media reporter for National Public Radio, ended up on the outs with Fox News in 2001 when he was at The Baltimore Sun. After he wrote that Fox's Geraldo Rivera had not been at the site of an incident of friendly fire in Afghanistan as he had told viewers, Mr. Folkenflik said, his calls to Fox News were not returned for more than 15 months.

"My sense was that it was designed to make it appear that I was having trouble doing my job, but also to intimate that the people who cross them will be shut out," he said.

Mr. Folkenflik said he did not take it personally because it was not aimed just at him. "I think it is a notably aggressive effort to manage the Fox News brand and image," he said. "I think it is suffused with a political sensibility, and I don't think it is any secret that it comes from the top with Roger Ailes. They behave less like a competitive news outlet and more like a political campaign when it comes to managing coverage."

But he holds no grudge.

"I currently have a perfectly good relationship with Fox News," Mr. Folkenflik said. "I touch base with them all the time, and I write the good and bad news as it occurs."

Bill Carter has covered television for The New York Times for many years and has always had a good working relationship with Fox News, but he was appalled to see what he viewed as an anti-Semitic caricature of Mr. Steinberg, a colleague and a friend.

"I have not had a big problem with them, in part because their success has been such a great story, but this seemed over the line and really hateful," Mr. Carter said. "It doesn't seem like you can deal with them professionally. You do this kind of thing to a guy who's writing a story for a newspaper?"

Fox News has long held that it is its politics and not its tactics that set it apart and require such vigilance. But working reporters have been shaking their heads for years about the nightmare of dealing with Fox News and as a result, the antagonism they believe they are fighting against seems to be on the march.

Mr. Lewis made it clear that Fox News has no problem working with reporters when they don't have an agenda, and of course, I called with a very clear one. For the record, everyone I dealt with at Fox News in connection with this column was polite, highly responsive, and got right to the point, while still not giving ground on a single material fact. A guy could get used to that.

http://www.nytimes.com/2008/07/07/business...amp;oref=slogin

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[Trumplestiltskin 5,791]

As an aggressively marketed corporate brand, its perhaps not surprising that FOX does what it does to maintain the reputation of that brand - though given the tactics its difficult to say what that reputation actually amounts to.

They pride themselves on being "fair and balanced", though that seems to be more of a trademark slogan than a real statement of purpose. That thing with the photoshopped images of the NYT reporters from last week - seems "unfair" to say the least - and is something I've not seen before on a news network. Even on talk shows its pretty poor form.

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This kind of stuff makes the people who work at Fox seem a little unprofessional, if not bat-$hit crazy, which probably doesn't make the shareholders too happy.