In May 2020, a troubling incident exposed how local TV stations across the United States aired identical segments promoting Amazon's efforts during the COVID-19 pandemic. These segments, scripted and produced by Amazon’s PR team, were broadcast on at least 11 local TV stations without clear disclosure of their source. The segments were designed to highlight Amazon's measures to protect employees while ensuring the timely delivery of goods during the health crisis.
The content, presented as a special report or exclusive feature, was essentially a corporate message in the guise of news. It included pre-recorded footage of Amazon's fulfillment centers and interviews with employees, all narrated by Amazon spokesperson Todd Walker, who was introduced as a "reporter" despite his role as a PR manager for the company. In some cases, TV anchors simply read the scripted segment without acknowledging Amazon's involvement, misleading viewers into believing it was independent journalism.
Stations that aired the segments included WTVJ-NBC in Miami, WKRN-ABC in Nashville, and WLEX-NBC in Lexington. Most of them did not reveal the Amazon connection, leading to concerns about the transparency and ethical implications of the practice. Only a few, such as Toledo's WTVG, clarified that the content had been produced by Amazon. The segments, which resembled infomercials rather than objective reporting, raised alarms about the growing influence of corporate interests in local news.
In response to the backlash, Amazon defended its actions, claiming that the video and script were made available through press releases as part of their effort to inform the public about the company's operations during the pandemic. Amazon stated that the segments were designed to provide insight into their business practices, emphasizing that they were open to media visits and providing footage to help reporters cover the story.
This incident serves as a reminder of the blurred lines between journalism and corporate messaging, especially in an age where resource constraints in newsrooms have led some stations to rely on content from outside sources. It highlights the growing challenge of maintaining journalistic integrity in a landscape where press releases, promotional material, and news coverage often overlap.