The piece closed by saying,
The family is hoping to set up a fund for donations. If you'd like to help you can contact the family through KSN. Simply email our assignment desk at news@ksn.comMy question in whether or not this direct involvement is appropriate for a TV station. It is one thing to have a foundation set up and to put a full-screen graphic up directing viewers to a bank account. But this KSN offer seems directly involved. If you want to "contact the family," you should mail the desk directly.
I worry about a few things here:
1.- Why is the TV station acting as a bridge between the family and viewers? It is one thing if a viewer sees a story and calls the station on his or her own to find out if contact information is available to help. But directly offering to be the "point person" seems a little strange.
2.- How does the station know what the family will do with the money? Viewers trust their local newscasters. If KSN goes on TV and says "you should help this family," viewers have the natural assumption that the station has done its homework and that the family is a worthy charitable cause. How does the station know where the help will go? Will there be follow up reports to ensure the family doesn't misuse any resources donated to them? Does the station even want to go down that route?
3.- Why not offer help through an intermediary? I have to assume that the American Red Cross or other reputable charity will be assisting the family in the immediate aftermath. Why not direct viewers to contact the local charity who- in turn- is in the business of helping people?
I do not doubt the sincerity of the assignment desk or the management at KSN that they sincerely want to help this family out. It is in a midsized market where there is probably much more reporting on community-based issues than one would see in the big markets. But the question is how far should a station go to actively recruit resources to help the
people it covers? It seems to me that they should still be keeping a distance.