For those seeking to make their name in journalism, it is essential
to master the art of concocting plausible excuses for failure to cover
Inevitably, 'my dog ate it' will take preference to 'the story was too
boring' or 'couldn't be bothered'. A hearty round of applause, then, for
Wiltshire-based Spire FM, which deemed the county 'too rural' for its
radio hacks to cover the activities of the county council.
Wiltshire, which is presumably devoid of roads, was apparently too big a
patch for Spire FM to waste its resources on sending reporters out and
about around the county.
Therefore canny Wiltshire County Council (WCC) engineered a solution:
providing Spire FM with audio news releases of briefings and its
WCC head of communications Sian Penlington described the initiative as
better than 'getting annoyed' about Spire's inability to make the
one-hour drive from its Salisbury HQ to WCC's Trowbridge base.
The scheme seems to have worked. WCC now reports a healthy rise in news
coverage, and plans to put the service online later this year. Back to
the drawing board with the excuses, then.