Sulemanu
Yau, tashi daga wata cibiya mai cike da zamani, kun ce bankwana da a
makarantar aikin jarida mai kyau. Ina da girma don yin jawabi ga wannan ajin kammala karatun, zan yi magana
tare da bayyananniyar gaskiya game da hikimar horar da ku da dama
da ke gaba.
Ka
sun yi nazarin yadda ake rubuta labaran labarai da fitattun labaran labarai; yadda ake tono
ga gaskiya da yadda za a boye ta; yadda ake samar da jin daɗin aikin jarida kuma
a matsayin dangantakar jama'a; a takaice, yadda za a kwance da kuma juya. Kamar sauran mutane da yawa a kusa
kasar, wannan makaranta ta aikin jarida tana ba da mahimman basirar bayar da rahoto da
murdiya.
Karshe
shekara, mujallar aikin jarida ta kasa The Quill ta lura da abin da ke faruwa a yanzu
daruruwan cibiyoyin koleji: "Masu labarai na jaridu na gaba da watsa shirye-shirye
’yan jarida a kai a kai suna raba azuzuwa da cunkoson karatu tare da jama’a masu buri
manajojin dangantaka da masu tallata kwafin rubuce-rubuce." Abin da ban sha'awa, pastoral,
kusan yanayin Littafi Mai-Tsarki wannan yana haifar da, tare da zaki da ɗan rago suna kwanciya tare.
Bada
ni in mika misalin. Ba shi da tsada kuma ba dole ba ne a kasance a ciki
makogwaron juna. Dukanmu mun dogara ga ƙirƙirar amfani da kalmomi da hotuna. Me yasa
dawwamar da baraka tsakanin 'yan jarida da kwararrun PR? Me yasa polarize
lokacin da za mu iya hadawa? Don sabon ƙarni na ribobi na kafofin watsa labarai, sabon salo
vivendi yana jira.
wasu
abu ga ingancin irin wannan pragmatism. Muna jin ikirarin cewa huldar jama'a
kuma aikin jarida bai dace ba. Waɗannan ayyuka ne daban-daban, masu naysayers
nishi A cikin 'yan shekarun nan, sun ci gaba da rasa tushen ilimi. Duk da haka juriya
bai bace ba.
At
Jami'ar Maryland, a cikin 1998, kwalejin aikin jarida ta yi nisa har zuwa
fitar da shirin hulda da jama'a. Amma wasu manyan bindigogi a cikin masana'antar PR
mayar da martani da tayar da jahannama tare da manyan jami'an a jami'a. Cewar
ga jaridar PR News, shirin da ya haifar da goyan baya da yawa
"Masu sadarwa na kamfanoni a kamfanoni masu zurfin aljihu." Tsira da kyau, da
Shirin PR ya sami sabon gida a sashen sadarwa.
Ina da
ya ji koke-koke daga mutane irin su Dave Berkman, farfesa na taro mai ritaya
sadarwa a Jami'ar Wisconsin a Milwaukee, inda ya kasance shugaban
sashen na wasu shekaru. Ya bayar da hujjar cewa lokacin da dalibai suka dauki kwasa-kwasan ciki
dangantakar jama'a, suna koyan zama "masu ƙaryata ƙwararru." Ya kira PR
"Abin da ya kamata aikin jarida ya kasance."
Berkman ya koyar da sadarwar jama'a tsawon shekaru 21, kuma yanzu ba ya son bayarwa
sama fatalwa. Ya koka da cewa yawancin sassan aikin jarida na koleji yanzu suna da su
dangantakar jama'a a matsayin babban shirin nazarin - kuma ya yi zargin cewa "to
gidan PR tare da aikin jarida shine don ba da alaƙa da jama'a abin girmamawa
da kuma cancantar da ta qaryata dabi’arta ta gurbace da barna.” Na ce.
yi wa mutumin tayin da ba zai iya ƙi ba! Ha ha.
Abin baƙin ciki, ba zai yi magana game da biz dangantakar jama'a. "Na
lokatai inda gaskiya da bukatun abokin ciniki suka zo daidai, sannan ku tafi tare da
gaskiya," Berkman grouses. "Amma saboda an biya ku don yin abokin ciniki ko da
dalilin abokin ciniki yayi kyau, gaskiya ba zata taba yin nasara ba lokacin da ta ci karo da
bukatun abokin ciniki." Kuma ya ci gaba da cewa: "Manufar aikin jarida ita ce tada hankali
gaskiyan. Dalilin PR shine don kare abokin ciniki."
amma
yi la'akari da aikin ɗaukaka na David Brinkley. Bayan shekaru da yawa a NBC da ABC
Labari, ya ci gaba da yin magana da manyan tashoshin TV waɗanda ke nuna manufofin jin kai
Agribusiness giant Archer Daniels Midland. Kun sami matsala da hakan?
As
dalibai, watakila kuna jin tausayin Farfesa Berkman lokacin da yake
Ya yi tambaya cikin raha, “Yaya zan koya wa yaro a Rahoto 101 don bin gaskiya
kuma koya wa yaro a cikin PR 101 yadda ake yin ƙarya?
Yana da
mafi kyau a yi la'akari da Berkman a matsayin ɓarna lokacin da ya yi jayayya: "Jarida da jama'a
dangantaka ba ta cikin rufin ilimi ɗaya. Kamar koyarwa ne
ilmin taurari da taurari a sashe daya”.
Hey,
bango ya fadi. Kasuwar kyauta ita ce imanin mu na duniya. Zuwa ga masu adawa
haduwar, na ce, "Tare!"
In
yanayin kafofin watsa labaru na yanzu, masu tsaka-tsaki ne kawai suka kasa gane lokacin
Ayyuka na iya zama haɗin kai maimakon adawa. Dubi ta wannan hanya: A
aikin jarida, aikin shine ya zama mai gaskiya kamar yadda zai yiwu. A cikin hulda da jama'a, da
aiki shine ya zama mai ɓatarwa kamar yadda ya cancanta. Tabbas, zamu iya samun yawancin gama gari
ƙasa. A kowane hali, gina aikin ku ta hanyar ci gaba da basira don ƙaddamar da abubuwan
iyaka. Dubi abin da za ku iya samu.
Taya murna ga kowane da ya kammala digiri. Ku fita can ku nemo gaskiya.
Amma don Allah, kar a ɗauki fitilar da tsayi sosai.
Sabon littafin Norman Sulemanu shine "Habitun Watsa Labarai Masu Ruɗi." Nasa
Shagon syndicated yana mai da hankali kan kafofin watsa labarai da siyasa.