Here’s the third of 12 ads from the 1982 “Power of the Printed Word” ad campaign by International Paper Company. I’m offering the series as an inspiration to your staff, co-workers – and you – to communicate more effectively and understand the benefits of doing so – not just at work but in life.


Third in the series:  “How to read a newspaper” by Walter Cronkite

“Advocacy journalism” is rampant these days. Nothing wrong with that, as long as people know the news they’re getting is slanted to a particular point of view. Unfortunately, some news outlets obfuscate their interest in advancing a particular agenda. Readers read, listeners listen and watchers watch at their own peril.

Walter Cronkite, still held in high regard as “the most trusted man in America,” does a beautiful job here describing a journalist’s obligations to his or her readers. But perhaps more important, he identifies the reader’s obligations whenever s/he picks up the morning paper or goes online for news.

Pull quote: “News people have a responsibility. And so do you. Ours is to report the news fairly, accurately, completely. Yours is to keep yourself informed every day.”