I would raise the question myself had it had not already been raised by a gaggle of readers, reporters, a few editors and one or two business colleagues: Doesn’t the fellow writing this column have some potential conflicts of interest in the journalism world?
True. For nearly 20 years, I have been better known in Ukraine for public relations and advertising than for any journalistic endeavor, though I was a reporter and editor earlier in my career. Along the way, I published and sometimes edited two magazines.
Also, in my position as CEO of the Kyiv Post, I am not ashamed to aggressively peddle the advertising product to people and companies that might, occasionally, be featured in the newspaper or even the target of an investigative piece.
The issue came up most recently when I put forth a single name of about 20 suggested for an issue called “Expats to Watch.” There will be more such features on expats in the future, but this was the first, taking the place of last year’s listing of the “most successful expats.”
When potential conflicts of interest arise, transparency is the best solution.
There was discussion over my recommendation. The company of which I am chairman, Willard, has over many years represented clients in virtually every sector, from agriculture to transplant medicine to candy bars to booze and cigarettes.
In my view, the solution to any potential conflict of interest is transparency.
With this in mind, I sent out a memo to the editorial team listing every current client of the ad/PR firm that bears my name. If I was ever to promote a selfish agenda – and it would be career suicide in this business – it would be there for all to see.
However, for the reader, I think it is a question that should be addressed.
Early on, I told the staff at Willard that if they wished to pitch a story to the Kyiv Post, they should call chief editor Brian Bonner; I would not be involved. However, if I independently ran across a story – client or no client – I would refer it to the editorial staff directly. I have done this on occasion.
The newspaper has been heavier on politics than I would prefer, but then politics – particularly of late – dominate Ukraine’s landscape and can’t be ignored.
Do I advise Willard clients on matters relating to the media? Or course I do.
I wrote a book about media relations. Do I advise clients on how to respond to the Kyiv Post? Absolutely not; that is for others from my firm. I try to stay at arms’-length distance, and thus far I’ve succeeded.
Do I inject myself into the editorial direction of the newspaper? The answer is a qualified “yes,” for as the stand-in for the publisher, Mohammad Zahoor, I have responsibility for giving advice and making recommendations on both editorial and commercial directions.
I take this responsibility seriously, and have administered a light hand in nudging the publication toward more business-focused coverage. In this, I have had Bonner’s backing. I find that he’s an excellent and reasonable editor, and someone with whom I enjoy working.
From an operational standpoint, I have de-emphasized the Ukrainian/Russian language website. This does not represent our core audience – and put more emphasis on the newspaper’s bread-and-butter, the print edition. Also, I believe the English-language website looms large in the paper’s future, and we are acting accordingly.
These are tactical moves aimed at concentrating resources and optimizing the newspaper’s success as the English-language flagship – our window to the world – while, at the same time, increasing our chances for financial success.
The newspaper has been heavier on politics than I would prefer, but then politics – particularly of late – dominate Ukraine’s landscape and can’t be ignored. Some have written me and suggested the newspaper has more balance then it did before I arrived.
It is meant as a compliment but probably appropriates more editorial change than has occurred.
It is not balance for which I and others strive, but fairness, without which the newspaper would be an empty coat of black ink over pulp. It will always be aggressive, and hopefully contain what a publisher of my acquaintance once called “sustained rage” at wrongdoing.
As to politics, my view is that the newspaper should be non-partisan, even in the face of egregious acts by politicians. This doesn’t mean that we don’t write about their foibles and mischief making. It does mean that we are always fair.
My role at the Kyiv Post is not that of adviser, but of leader. If it were otherwise, I would get a job as a camp counselor. I have a mandate to recommend changes to the publisher regarding overall direction, and this I do.
Leadership can never be bestowed; it must be earned from your subordinates. Winning that trust is a day-to-day endeavor. This is also a challenge I take seriously, and one that I also enjoy.
Kyiv Post CEO Michael Willard can be reached at [email protected]
