When Journalism Becomes a Transaction: Vico Sotto’s Bold Rebuke of “PR Interviews”

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Pasig City Mayor Vico Sotto’s recent statement on “PR interviews” may have stirred waves in the media industry, but for many, it was hardly a revelation. The practice, he implied, has long been an open secret—especially during election season, when interviews and airtime are treated less as platforms for public service and more as commodities to be bought and sold.

In fact, records from both the 2022 and 2025 election cycles reveal that numerous personalities and organizations received letters offering “paid interviews,” complete with detailed rate cards measured per minute. One incident even involved a supposed invitation to a media appearance, only for the guest to be blindsided with a bill afterward—without prior disclosure. Such experiences highlight the normalization of a system where journalism risks sliding into racketeering disguised as reporting.

But the concerns run deeper than surprise charges or overpriced airtime. Observers recall a major debate hosted by a leading television network, where one candidate clearly outperformed his rival. Yet when the event was packaged into post-debate commercials, the narrative was heavily skewed. The rival, linked to DDS networks, was given the spotlight, while the other was made to appear silent and ineffective—despite having dismantled his opponent’s arguments during the live exchange. To many, this was not just a case of editorial spin, but of truth being rewritten to suit sponsorships and political alliances.

This, analysts argue, is precisely the danger Mayor Sotto is pointing out: the steady transformation of journalism into public relations. While many in the profession remain dedicated to their calling, the lure of transactional arrangements and “envelopmental journalism” continues to tarnish the credibility of an industry meant to be society’s watchdog.

Advocates emphasize that the issue is not a wholesale condemnation of journalists themselves. Many in the media sector remain contractual, underpaid, and struggling to survive under precarious conditions. They deserve support and protection. But as critics stress, survival should never equate to surrendering integrity. To allow moneyed interests to dictate narratives is to abandon the very essence of journalism.

The media’s role in shaping public consciousness cannot be overstated. It informs choices, molds national discourse, and ultimately influences the course of democracy. That is why, alongside the struggle for media freedom, there must also be an equally urgent demand for media responsibility—an unwavering commitment to truth, fairness, and accountability.

In Sotto’s words and in the lived experiences of many, journalism is not supposed to be a press release, a marketing pitch, or a product for sale. It is the people’s last line of defense against lies and manipulation. And in a time when truth itself is constantly under siege, that line must never be broken.

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