In the minds of many top communicators, the US media has a bias problem. I'm not talking about political leanings, East Coast vs. West Coast, or fluffy advertiser stories. I mean reporters expressing individual, snarky opinions about the subjects and people they cover on Twitter.

In May, I had the pleasure of chatting with several top Inside the Beltway communicators in Washington. On most questions, they had disparate answers and insights. Yet when asked about the changing news media, ...