I was recently interviewed by Eric Deggans of the St. Pete Times for an article on whether it’s appropriate for former news people to become spokespeople for various products, causes or corporations once they have left television news.

As you will see by the article, my feeling is yes. These folks have worked hard building a career of credibility and, once they leave the news, they are free to use that credibility however they choose. But I’d like to take the discussion a little further because it’s the essence  of why I left television news and started Ren Scott Creative Marketing. You see, back in 1984, I left a great job as a copywriter for a major New York Advertising Agency because I felt, if I was going to write, I was going to write about things that were truly important. To me that meant no more commercials about hairspray and candy bars, but stories about civil rights and fighting for people who weren’t being treated fairly. So I went back to Columbia University, got a Masters in Journalism, and started working my way up from the 198th Market (then Palm Springs, CA) to the # 1 market….New York. And for many years it was a blast. We did great reporting on important issues and served the public trust. But then it all changed. Stations started putting on more news with less people. No more time for real quality reporting. No more money for seasoned reporters who had earned their stripes.

I tell this story because it explains the value of what I and other former newspeople are doing now, and how we’re doing more good than we could ever do in the current news environment. If I were with a news station now I’d be covering fires, murders and sex crimes. I’d have a couple of hours to grab a few sound bites and some video, slap it together and get it on air. But instead, today, I am telling the stories I want to tell…and I am taking days and often weeks to craft them into high quality videos that inspire people to act. Over the last 7 years we have produced videos that have raised several million dollars for various non-profits including The Crisis Center of Tampa Bay, Christine’s Hope for Kids, Metropolitan Ministries and Heartbeat International. I have promoted a back pain treatment that changed my life and, through my marketing, has helped thousands of others get out of pain. I’ve promoted the work of a quality cosmetic surgeon who has made hundreds of people feel younger and better about themselves. I’ve helped promote a credit union because, while major banks are taking TARP money and charging higher and higher fees, credit unions are providing community bank service and being responsible with investors’ money. I’ve produced a half hour show to educate Floridians how to protect themselves in the event of an influenza outbreak. From educating consumers about Medicare to how to better care for their skin, my company has produced some great work and promoted some great causes.

So when some in the current journalistic community suggest I have sold out or gone to the dark side I offer one simple axiom. One of my last stories for ABC was a promotion for Desperate Housewives. Now I’m raising millions for charities and helping people get out of pain. I feel very good about the work we are doing at Ren Scott Creative Marketing. We choose our clients carefully, and we promote good causes, companies and products. No dark side here.

You can read the article here  http://tinyurl.com/6o6h96x