What are the chances of getting a piece of unadulterated PR into the news at this time of year? Probably quite high - and the public relations people know it.
The pace of domestic news traditionally slows down in August; it was first called the 'silly season' because daft stories stood a chance of getting into print.
These days it's open season for public relations agencies keen to get their clients' stories onto your radio station, television programme or website.
Here's the headline and first paragraph of a Barnardo's press release that was embargoed until this morning:
"Vulnerable children trapped in unnecessary limbo, says Barnardo's.
The UK's largest children's charity reveals new data showing that children are being damaged due to unprecedented delay in the courts in England and Wales."
Now read the first para of the Press Association's wire copy:
"Vulnerable children are being kept in limbo by unnecessary delays in care proceedings, the UK's largest children's charity said today after figures revealed decisions to put youngsters in care can take more than a year."
Compare it with the top line of the lead story on the BBC Radio 4 summary at 8am this morning:
"The charity Barnardo's has warned that vulnerable children are being left in limbo - and at risk of abuse - because of care proceedings that often last over a year."
That word 'limbo' is tempting. Who else will be seduced? Not 5 Live. This is how it told the story at 8am:
"The UK's biggest children's charity says the family courts in England and Wales take too long to make decisions about whether children should be taken into care."
... and this is Radio 2's 8am summary version:
"The charity Barnardo's has warned that vulnerable children are being left at risk of abuse - because of care proceedings that often last more than a year."
Fair enough: it's a great top line and there was no reason to vary it much. Plus, it came from a reputable source: the UK's largest children's charity. Should it be second sourced? Well, it was on PA so it passed that test.
Obligingly, Barnardo's provided a selection of quotes on the press release from chief executive Martin Narey. For broadcasters, Mr Narey and a colleague, Enver Solomon, were on hand to be interviewed.
All very convenient. Too convenient, perhaps?
Now, it would be a brave or foolhardy editor who rejected a story just because it arrived on a press release - any newsroom would struggle without them. But how often are stories from press releases simply regurgitated verbatim, or with the minimum of journalistic filtering?
Researchers at Cardiff University's School of Journalism analysed the quantity of public relations material and news agency copy within news output. Their report concluded - among other things - that:
"A majority of the output is based on news agency copy or public relations material: '60% of press articles and 34% of broadcast stories come wholly or mainly' from either PR material or news agency copy."
These findings were referenced in Flat Earth News, the book in which Nick Davies exposes what he sees as "... lies, distortions and propaganda, all accepted without question" and perpetuated by "... the British newspaper industry, its regulators and the PR machine that supplies it".
So, with airtime and pages to fill and your inbox filling up with tempting PR-generated copy, what is the hard-pressed reporter or producer supposed to do?
The trick is to read between the lines and chase up the story - if there is one there - behind the spin. Be sceptical, question motives and have the confidence to say 'hang on a minute'. Which is easier said than done when you've up against a deadline.
But do it you must. After all, it's why you went into journalism and not public relations.
If you're scratching your head in the search for an original story, in need of inspiration, or just reassurance that you're not condemned to a life of surveys and other people's findings, we can help.
