Churnalism is a new website launched by the UK’s Media Standards Trust: it’s a search engine in which you paste in text from a press release, which it then compares to its database of news articles — the idea being to show just how much news is actually generated by press release. This isn’t really news, at least not to me: I’ve long known that press releases sometimes end up being published more or less verbatim — why do you think they’re written the way they are? This is especially true, I think, for community papers, who have to fill column-inches with a skeleton crew.
But, as the Guardian’s Paul Lewis points out, not only are major news organizations publishing press releases word-for-word as news, they’re not always bothering to verify that they’re accurate — a number of fake, planted stories ended up being covered. His colleague Dan Sabbagh writes that what Churnalism should explose “is the journalism of the margins: the news items that might once have just made the in-brief columns, lifted and unchecked from a press release or from another news source. Except now, that sort of instant, ‘filler’ journalism has drifted a little closer to the mainstream.”