BROOKE GLADSTONE: It’s up for debate whether the News of the World marks a new low for journalism, but consider another famous case of voicemail hacking. Fourteen years ago The Cincinnati Enquirer undertook a massive probe into the practices of Cincinnati-based global behemoth Chiquita. After a year of work by two reporters, at a cost of some 100,000 dollars, The Enquirer published scathing expose documenting Chiquita’s business malpractices, involving law breaking in four countries, bribery, exposing workers to harmful pesticides and bulldozing villages to make room for bananas.
Then, some two months later, the Enquirer renounced the series. Apparently, reporter Mike Gallagher had obtained some material by breaking into Chiquita’s voicemail system. The Enquirer fired Gallagher, relocated his editor who knew about some of the hacking, agreed to pay Chiquita millions of dollars, apologized three times and recanted the stories.
In Britain, the phone hacking scandal dragged on for years. Here, the reaction was fast and furious. But the reaction to Chiquita’s wide ranging illegalities? Mostly there wasn't. Ethicist Kelly McBride of the Poynter Institute has used The Cincinnati Enquirer saga in classes as an object lesson.
KELLY McBRIDE: The lesson is when your methods for gathering information are dishonest, the information you gather is suspect. And that case is the perfect lesson in that. No one has challenged the findings of the newspaper. Yet, nobody talks about that as a great investigative piece. They talk about it as an ethical scandal.
BROOKE GLADSTONE: But isn't that because The Enquirer renounced its year-long investigation?
KELLY McBRIDE: I think they had to do it to avoid further financial damage. They were being sued and its losses were in the millions. So that's the point at which great journalism gets lost.
BROOKE GLADSTONE: Well, I can certainly see that it posed a serious financial threat to the newspaper. But it seems that The Cincinnati Enquirer had a higher obligation to stand by the story that exposed the unsavory business practices of a leading corporate citizen, which had ties to the government there and also ties to the newspaper.
KELLY McBRIDE: As a watchdog holding a corporate citizen accountable, that's a major, major role of an American newspaper. The problem is if someone has a legal knife to your throat, you forgo your paper's ability to ever do that again if you can't get out from that civil liability. And it's not - I mean, estimates are that they had to pay somewhere between 10 and 50 million dollars to Chiquita. I'm not a lawyer and I'm not defending the retraction as much as I am –
BROOKE GLADSTONE: Condemning the practice of voicemail hacking.
KELLY McBRIDE: Exactly. There are so many times when you're tempted to do something that’s slightly illegal. Somebody leaves the office when you're interviewing them and their computer screen’s open, or somebody gives you a password or tells you how to get to information. And it seems so innocuous when you’re gathering thousands and thousands of small pieces of information. But, in fact, it can undermine every ounce of credibility that you have.
BROOKE GLADSTONE: But when you consider the stakes, Chiquita, at the time that this story was being produced, was paying protection money to death squads in Colombia. These death squads were later designated terrorist groups by the U.S. and Chiquita was ultimately forced to pay 25 million in government fines.
Here's what strikes me as really ironic. They had three choices. They could not pay the protection money and see their employees murdered. They could pay the protection money and stay in Colombia. Or they could pack up and move out of Colombia and lose an incredibly rich market. They chose to pay the protection money. It strikes me that this is a kind of an analogy for what The Cincinnati Enquirer did, pay the protection money, but at the cost of protecting a corporation that was doing genuine harm and causing lives to be lost abroad.
KELLY McBRIDE: Perhaps. But if you look at all the other reporting that The Enquirer does in Cincinnati, covering the schools, covering government, enabling democracy to happen, one story versus thousands of stories, because The Cincinnati Enquirer doesn't have the option of leaving Cincinnati.
BROOKE GLADSTONE: What about the option of firing Gallagher, admitting his wrongdoing?
KELLY McBRIDE: Well, one of the things about journalism is if you explain things ahead of time, you are in so much of a better position with the audience because you don't come off as defensive, or guilty, even. They didn't do that before they published. The Enquirer didn't know that thousands of times one of their reporters had listened to personal voice mails of an executive and were then up against a wall and didn't have a lot of options.
BROOKE GLADSTONE: So maybe there's the object lesson. People will go astray, but if you're transparent at the beginning with that process, then the excellent and vital reporting will still stand.
KELLY McBRIDE: Sure. The cliché is to ask forgiveness, rather than permission. But, in fact, in journalism if you explain ahead of time to your audience what you did to get the information, the audience generally will back you up.
BROOKE GLADSTONE: Kelly, thank you very much.
KELLY McBRIDE: Yeah, you're welcome. Thanks for having me.
BROOKE GLADSTONE: Kelly McBride is on the senior faculty for journalistic ethics at the Poynter Institute.