FacebookTwitterRedditEmail

Public Relations Firm Claims to Have Ghost Written Thousands of Op-Eds in Major U.S. Newspapers

shutterstock_124029454

Laura Bentz of Keybridge Communications describes her company as “a boutique PR firm — founded by a former writer for the Wall Street Journal — that specializes in writing and placing op-eds. With some of the country’s most influential trade groups and global corporations as clients, we run many of the major op-ed campaigns in the U.S. We place roughly 3,000 op-eds per year.”

On its website, Keybridge openly claims to be able to “brand a CEO” by putting op-eds into newspapers in “virtually every major city.”

Less openly, Keybridge carefully markets its services with a PDF that names people for whom it claims to have written and placed op-eds.

For a mere $5000, Keybridge offers this service in the PDF: “First, we write a 500-800 word op-ed. Then we place it in one or more newspapers around the country. If we’re pitching to a national audience, we guarantee that we’ll reach at least 50,000 readers. Includes media monitoring.”

The PDF claims credit for and includes full images of op-eds in the following newspapers by these individuals:

* Wall Street Journal, an op-ed by Bill Ingram, vice president of Adobe Analytics and Adobe Social.

* Washington Post, an op-ed by Doc Woods, a member of Virginians for Quality Healthcare.

* Los Angeles Daily News, an op-ed by James G. Nondorf, vice president for enrollment and student advancement at the University of Chicago, and Jarrid J. Whitney, executive director of admissions and financial aid at Cal Tech.

* Newsday, an op-ed by Patricia Morton, Dean and Professor at the University of Utah College of Nursing.

* USA Today, an op-ed by Kevin Chou, CEO of Kabam.

Of course it goes without saying that organizations and political campaigns and businesses have staff ghost write or draft or assist with op-eds by their figureheads. So this could be described as merely outsourcing that service to a PR firm. But it’s considerably more damaging to public communications than that, I think.

For one thing, there are millions of people with important and new and different things to say who do not have $5000 to spend on saying it. Read these op-eds in the PDF and see if you can claim they are in the top 1,000 you’ve seen. Is there one among them you’ll have a hard time forgetting?

Additionally, paying $5000 for this service is not simply paying for research or editing. It’s paying for the unfair advantage of having your op-ed pitched by people who’ve built cozy relationships with op-ed page editors, and who in at least some cases used to be op-ed page editors.

Even worse, it’s paying for the insider skill of churning out or transforming an op-ed into just the sort of familiar, boring, cookie-cutter columns that clutter up the dying institution of the daily, dead-tree, advertising-and-rewritten-government-statement sheets we call major newspapers.

This is why the more stimulating op-eds are often to be found on independent websites.

But to the extent that this service can really reach 50,000 people whom one wouldn’t have otherwise reached, it is part of the corruption of a thoroughly corrupt communications system. It’s part of the rigging of everything that breeds cynicism and resentment.

Do op-ed page editors know that Keybridge pitches op-eds that it claims to have ghost written? Are they all completely, or only partially, ghost written? Those might be questions for some future WikiLeaks release.

Meanwhile, here’s a fun fact: Keybridge is a supposedly savvy PR firm in Washington, D.C., that bears the name of a bridge named for Francis Scott Key who owned people as slaves, supported killings of African Americans, penned an anti-Muslim poem that later became a celebration of killing people escaped from slavery and of a flag surviving a battle that killed human beings during a war that failed to conquer Canada but succeeded in getting the White House burned. That revised poem became the U.S. national anthem. Great image, guys! I’d pay $5000 for that.

More articles by:

David Swanson wants you to declare peace at http://WorldBeyondWar.org  His new book is War No More: The Case for Abolition.

bernie-the-sandernistas-cover-344x550
January 22, 2020
Melvin Goodman
The Media and the Military Mindset
John Davis
The Real Megxit Deal
John O'Kane
The Obama Legacy: Reform Versus Revolution
Kenneth Surin
The “Evolving” Scotty Morrison From Marketing
Martin Billheimer
“The Cops & the Klan Go Hand in Hand!”
Thomas Knapp
Executive Power: Alan Dershowitz’s Imagination Versus the Constitution
Jacob G. Hornberger
Egypt and the Destruction of Civil Liberties in America
Justin Podur
The People of Colombia are Cracking the Walls of War and Authoritarianism
Kelsey Hawkins-Johnson
Our Final Decade to Get Climate Policy Right
Jonah Raskin
Terence Hallinan: Fighter for the People and for the Legalization of Marijuana 
Colin Todhunter
Challenging the Flawed Premise Behind Pushing GMOs into Indian Agriculture
January 21, 2020
Sheldon Richman
Warmonger Cotton Accuses Antiwar Think Tank of Anti-Semitism
John Feffer
Trump Makes Space Great Again
Patrick Cockburn
The US and Iran’s Perpetual Almost-War is Unsustainable – and Will End Badly
James C. Nelson
Another Date That Will Live in Infamy: 10 Years After Citizens United
Robert Fisk
Iran Will be Changed Forever by Admitting Its Great Mistake, Unlike the West Which Ignores Its Own Misdeeds
Dean Baker
Did Shareholders’ Benefit by Paying Boeing’s Fired CEO $62 Million?
Susan Roberts
The Demise of the Labour Party and the Future For UK Socialism
Binoy Kampmark
Janus-Faced on Climate Change: Microsoft’s Carbon Vision
David Levin
The Teamster Revolt Against the Hoffa Era
Victor Grossman
Defender and Spearheads
Russell Mokhiber
BS Public Editor and the Disease of Contempt
Tiffany Muller
Get the Money Out of Politics: 10 Years After Citizens United
Laura Flanders
Iowa is Not the Twitterverse
Graham Peebles
Education: Expanding Purpose
Elliot Sperber
Handball in Brooklyn 
January 20, 2020
Paul Street
Trump Showed Us Who He Was Before He Became President
Eric Mann
Martin Luther King and the Black Revolutionary Tradition
Ipek S. Burnett
MLK and the Ghost of an Untrue Dream
Mark Harris
Better Living Through Glyphosate? Spray Now, Ask Questions Later
Katie Fite
Owyhee Initiative Wilderness and Public Lands Deal Critique: Ten Years After
Thomas Knapp
A Loophole for the Lawless: “Qualified Immunity” Must Go
REZA FIYOUZAT
Best Enemies Forever: The Iran-U.S. Kabuki Show
Jeff Mackler
Worldwide Furor Sparked by U.S. Assassination of Iran’s General Suleimani
William deBuys
The Humanitarian and Environmental Disaster of Trump’s Border Wall
Binoy Kampmark
A Matter of Quality: Air Pollution, Tennis and Sporting Officialdom
James Haught
GOP Albatross
Jill Richardson
Why Do We Have School Lunch Debt at All?
Robert Koehler
Nuclear Hubris
Patrick T. Hiller
Instead of Real-Time Commentary, Eight Common-Sense Reason for Not Going to War with Iran
Charles Andrews
A Note on Carlos Ghosn and Global Capitalism
Jeffrey St. Clair
Some Trees: Los Angeles
Weekend Edition
January 17, 2020
Friday - Sunday
Jeffrey St. Clair
Roaming Charges: No Woman, No Cry
Kathleen Wallace
Hijacking the Struggles of Others, Elizabeth Warren Style
Robert Hunziker
The Rumbling Methane Enigma
FacebookTwitterRedditEmail