Everett Dirksen

“A billion here, a billion there. Pretty soon you’re talking about real money.”

Illinois senator Everett Dirksen may or may not have uttered that pithy phrase. But either way, it came to mind as I read the news yesterday afternoon that a jury had returned a $10 million verdict against Taser International.

Even in today’s inflated world, I think of that as a lot of money. And so I expected pretty solid coverage of the jury’s decision.

I needed that because I wanted to link to the news on the brand-new Arizona Attorney Magazine News Center. Taser’s an Arizona company, they came up on the short end of a legal case, it all made newsy sense.

But as I searched for a solid story on it, all I came up with were … company press releases.

The first link I saw came from a respected business weekly. The headline about $10 million grabbed me. But the story sounded like Taser’s PR department had penned it. It appeared to be factual, but the entire focus was on the number of jury verdicts they have won, and on the plaintiff arguments that the jury rejected.

Hmm, I thought. There has to be something better out there.

But after about 30 minutes of searching, I’ve come across the same release about 20 times, all posted as news by multiple publishers. I really have to hand it to Taser’s web-optimization people.

This occurred the same day that news-ish mogul Rupert Murdoch was hammered with a cream pie as he testified to Parliament. We here in the States appear to take great pride in the assertion that journalists here would never engage in such phone-hacking behavior.

Rupert Murdoch's hit a bad patch.

I think they’re right. But our web-ified news regime deserves a cream pie of its own. Passing off press releases as news was considered poor form even before the Internet. But the Web has intensified the scramble for content. And corporate PR mills appear happy to fill the gap.

As for linking to the story, I’ve decided to wait 24 hours. I’m sure I’ll find something of value tomorrow. It’ll keep.

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