After a week off on vacation with the family, it's back to the blog grind.
Last week we witnessed the passing of, for my money, the greatest television newscaster of all time, Walter Cronkite. This, of course, is old news by this week. We've watched the tributes, shared our public and private memories, and felt saddened by the death of "the most trusted man in America". But in that trust lies a lesson for dealing with the media.
Why was Walter Cronkite so trusted and beloved? The simple answer is, because he earned it. We're all familiar with Cronkite's work, having either watched firsthand or seen clips (for you younger readers). We all know Cronkite's reputation for honesty and integrity. But behind the reputation and behind the clips was an unquenchable thirst for "the story", and more importantly, the facts of the story. In the competitive world of network television news, Cronkite was as competitive as anyone, wanting to get the scoop first. But not at the sake of getting it wrong. So many times in recent years we've heard network anchors report on things that they've had to go back on later. Cronkite's successor Dan Rather comes to mind with his shaky reporting of the George W. Bush National Guard service story. Can anyone remember a time this happened to Cronkite? I'm not saying he never made a mistake, I just can't think of any here.
The result of this attention to the facts was that when Walter said, "That's the way it is" at the end of a broadcast, we all felt confident that that's indeed the way it was. In an era of newscasts from all sources that blend as much opinion with fact, Cronkite simply gave us the story uncolored by his "spin". And when, famously, he finally did give us his unvarnished opinion of a story, the War in Vietnam, he for all intents and purposes brought down a presidency. When Lyndon Johnson lost Cronkite, he "lost Middle America".
The lesson for media relations in Cronkite's legacy once again comes down to honesty and integrity. When dealing with the media, always tell the truth. If you can't tell all the truth at the moment, release the facts you can and admit you can't tell the whole story yet. Focus on your message, stick to it, and release the rest when the time is right. You can delay without obfuscation, play for time without misleading. That will build a level of trust with the media that will act like a checking account. You'll be able to draw on it to make sure your message gets delivered in a manner most effective for your needs. Then, when the time comes to for something really big, your version of Cronkite's Vietnam story, the media will be more inclined to report favorably, to give you the benefit of the doubt, to have a little patience for the whole story to come out. That will give you the upper hand in managing the story. Why? Because you earned it.
And really, that's the way it is.
Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations. Contact Bob at bobcampbell@hotmail.com
Wednesday, July 22, 2009
Tuesday, July 7, 2009
On The Michael Jackson Memorial
This blog is about people and companies and how they deal with the media, in both good times and bad. It's about staying in front of stories to make sure your message gets out without being distorted and diluted by the way you handle it. While I don't intend it to be a political vehicle of any sort, my first two posts dealt with the saga of South Carolina Governor Mark Sanford and how he and his staff could have handled the matter more effectively. As I planned this post I thought I would have to write about the latest bombshell from Alaska Governor Sarah Palin, not because of the politics involved, but because of the way she interacted with the media. Another big time blunder from a big name.
But as I sit here in front of the computer, I've just finished watching the Michael Jackson Memorial. I found it to be at times strange, but for the most part, very moving and tasteful. And it came to me that this was another incredibly powerful example of dealing with the media and using it to get your message across in the most effective way.
Now I'm not saying that the Jackson Memorial was some highly researched, strategized and planned event to polish the image of a man who, while supremely talented, was also staggeringly troubled. Of course, the event was detailed, organised and structured, but in the execution, the sheer honesty and emotion of the day overrode any more heavy handed attempts at media manipulation.
And there was plenty of media on hand to be manipulated. Every major television network, all the cable news outlets and more covered the Memorial uninterrupted from start to finish. From CBS, with Katie Couric and others doing commentary throughout the day, to VH1 Classic simply running a straight feed, the entire day belonged to Michael. Not since the 9-11 terrorist attacks has one story so dominated the news. In this era of multiple news outlets and the non stop news cycle, it was truly amazing to see only one story covered for over 3 hours. And an entertainment story at that! But Michael Jackson's story went way beyond the normal Britney Spears, Brangelina type fare that we've come to expect in entertainment news coverage. Thus Michael's Memorial was wall to wall, across America, around the world.
So what's the lesson on media relations to be learned here? Pretty simple I think. It comes down to what I seem to harp on whenever I'm writing or speaking or advising; honesty, integrity and focus on the message. Now I don't think any of us would have expected anyone at a Memorial service for a dead man to stand up and start ranting about Michael's child molestation charges or his bizarre and weird habits and lifestyle, but the sheer power of the honest emotion in the speakers and performers absolutely overwhelmed, at least for one day, the negative side of Michael's story. It's pretty difficult to disregard the lineup of speakers who spoke with such sorrow for Michael's death and celebration of his life. Anybody who has Smokey Robinson reading a message from Nelson Mandela must have, for all his faults, done something right in his life. To watch Michael's daughter Paris tell her daddy she loved him could leave only the most cynical among us untouched.
Maybe I'm naive in this instance. I've lost family in just the past year so perhaps I'm being overly generous. Maybe the Michael Jackson Memorial was a slick media event designed to rehabilitate Michael's image and squeeze a little more marketing value out of his memory. But I'd like to think that this was a family devastated by the loss of a son, brother, father, who wanted to share his memory with the millions of his fans. In the process, they managed to totally steer the message in the media to the best things about Michael Jackson, his ground breaking music, videos, and showmanship.
Sometimes, even in the middle of a huge media spectacle, the most effective message is the most simple. In Michael Jackson's case, love, sorrow, celebration and remembrance. I hope somewhere, Michael's moonwalking off into the sunset.
Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations.
But as I sit here in front of the computer, I've just finished watching the Michael Jackson Memorial. I found it to be at times strange, but for the most part, very moving and tasteful. And it came to me that this was another incredibly powerful example of dealing with the media and using it to get your message across in the most effective way.
Now I'm not saying that the Jackson Memorial was some highly researched, strategized and planned event to polish the image of a man who, while supremely talented, was also staggeringly troubled. Of course, the event was detailed, organised and structured, but in the execution, the sheer honesty and emotion of the day overrode any more heavy handed attempts at media manipulation.
And there was plenty of media on hand to be manipulated. Every major television network, all the cable news outlets and more covered the Memorial uninterrupted from start to finish. From CBS, with Katie Couric and others doing commentary throughout the day, to VH1 Classic simply running a straight feed, the entire day belonged to Michael. Not since the 9-11 terrorist attacks has one story so dominated the news. In this era of multiple news outlets and the non stop news cycle, it was truly amazing to see only one story covered for over 3 hours. And an entertainment story at that! But Michael Jackson's story went way beyond the normal Britney Spears, Brangelina type fare that we've come to expect in entertainment news coverage. Thus Michael's Memorial was wall to wall, across America, around the world.
So what's the lesson on media relations to be learned here? Pretty simple I think. It comes down to what I seem to harp on whenever I'm writing or speaking or advising; honesty, integrity and focus on the message. Now I don't think any of us would have expected anyone at a Memorial service for a dead man to stand up and start ranting about Michael's child molestation charges or his bizarre and weird habits and lifestyle, but the sheer power of the honest emotion in the speakers and performers absolutely overwhelmed, at least for one day, the negative side of Michael's story. It's pretty difficult to disregard the lineup of speakers who spoke with such sorrow for Michael's death and celebration of his life. Anybody who has Smokey Robinson reading a message from Nelson Mandela must have, for all his faults, done something right in his life. To watch Michael's daughter Paris tell her daddy she loved him could leave only the most cynical among us untouched.
Maybe I'm naive in this instance. I've lost family in just the past year so perhaps I'm being overly generous. Maybe the Michael Jackson Memorial was a slick media event designed to rehabilitate Michael's image and squeeze a little more marketing value out of his memory. But I'd like to think that this was a family devastated by the loss of a son, brother, father, who wanted to share his memory with the millions of his fans. In the process, they managed to totally steer the message in the media to the best things about Michael Jackson, his ground breaking music, videos, and showmanship.
Sometimes, even in the middle of a huge media spectacle, the most effective message is the most simple. In Michael Jackson's case, love, sorrow, celebration and remembrance. I hope somewhere, Michael's moonwalking off into the sunset.
Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations.
Wednesday, July 1, 2009
When "Truth" Becomes "TMI"
While I hate to write about the same event twice in a row, I believe there is another lesson to learn from South Carolina Governor Mark Sanford when it comes to dealing with a media relations issue.
By now we're all familiar with the tragic tale of the South Carolina Governor who disappeared for a weekend of "hiking" and turned out to be in Argentina seeing his mistress. We've seen endless clips from his press conference where he confessed his infidelity and symbolicaly beat his chest in a public mea culpa. No matter what we may have thought of his actions (well, I can't imagine anyone who didn't think they were despicable), we could at least respect the fact that he'd come clean. Now perhaps he could begin to rebuild his personal life, if not his political one.
Unfortunately, now the Governor won't shut up. In his latest interview, he not only gives more details of his affair with his Argentine "soul mate", he reveals he's "crossed the line" with numerous other women. Sanford says he did not have a sexual affair with any other woman, but that he did things he shouldn't have.
Am I the only person here who thinks maybe it's time the Governor zipped his lip and spent a little more time trying to get his life back together? It's hard to fault his need to come clean. As it's long been said, confession is good for the soul. But maybe we've gotten to the point where it's all just "TMI", Too Much Information.
When I give advice on dealing with the media, I always stress, first and foremost, honesty and disclosure. But there comes a time when, while still being completely truthful, it's best to stop volunteering information. Don't schedule any interviews for a while. Keep your face as far from the cameras as possible. Lay low and let the media fire burn itself out. Then you can begin to recover from whatever your crisis has been.
The media feeds on crisis, that's what makes news. If you let the media start leading your response, you become the latest snack. I'm not advocating being less than truthful or not disclosing the facts, I am saying there are times when silence will do you better service than another rehashing of your mistakes. Take time to take a breath, gather your thoughts and prepare your response, then get back in the fray. It's a bit like taking a time out in a basketball game when the other team has run off the last 10 points. You're not quitting the game, you're not closing up shop, you're making the adjustments you need to stop the run, and get a run of your own started. The same thing can be done when dealing with the media. It's okay to refuse an interview request, politely but firmly, while assuring that you will be available in the near future. There are times when, like Frankie Valli and the Four Seasons sang, "Silence is Golden".
I'll close with another chestnut, "Before you can climb out of the hole, you have to stop digging it deeper". So far, Governor Sanford has been digging, not climbing.
Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations.
By now we're all familiar with the tragic tale of the South Carolina Governor who disappeared for a weekend of "hiking" and turned out to be in Argentina seeing his mistress. We've seen endless clips from his press conference where he confessed his infidelity and symbolicaly beat his chest in a public mea culpa. No matter what we may have thought of his actions (well, I can't imagine anyone who didn't think they were despicable), we could at least respect the fact that he'd come clean. Now perhaps he could begin to rebuild his personal life, if not his political one.
Unfortunately, now the Governor won't shut up. In his latest interview, he not only gives more details of his affair with his Argentine "soul mate", he reveals he's "crossed the line" with numerous other women. Sanford says he did not have a sexual affair with any other woman, but that he did things he shouldn't have.
Am I the only person here who thinks maybe it's time the Governor zipped his lip and spent a little more time trying to get his life back together? It's hard to fault his need to come clean. As it's long been said, confession is good for the soul. But maybe we've gotten to the point where it's all just "TMI", Too Much Information.
When I give advice on dealing with the media, I always stress, first and foremost, honesty and disclosure. But there comes a time when, while still being completely truthful, it's best to stop volunteering information. Don't schedule any interviews for a while. Keep your face as far from the cameras as possible. Lay low and let the media fire burn itself out. Then you can begin to recover from whatever your crisis has been.
The media feeds on crisis, that's what makes news. If you let the media start leading your response, you become the latest snack. I'm not advocating being less than truthful or not disclosing the facts, I am saying there are times when silence will do you better service than another rehashing of your mistakes. Take time to take a breath, gather your thoughts and prepare your response, then get back in the fray. It's a bit like taking a time out in a basketball game when the other team has run off the last 10 points. You're not quitting the game, you're not closing up shop, you're making the adjustments you need to stop the run, and get a run of your own started. The same thing can be done when dealing with the media. It's okay to refuse an interview request, politely but firmly, while assuring that you will be available in the near future. There are times when, like Frankie Valli and the Four Seasons sang, "Silence is Golden".
I'll close with another chestnut, "Before you can climb out of the hole, you have to stop digging it deeper". So far, Governor Sanford has been digging, not climbing.
Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations.
Wednesday, June 24, 2009
Gov. Sanford "Oh What a Tangled Web We Weave"
And so another lesson in political communication slaps us in the face in the matter of S.C. Governor Mark Sanford's mysterious "disappearance" that turned into a "hiking trip" and finally was found to be a flight to Argentina to see his mistress.
No, the lesson I'm talking about is not the hypocrisy of a Family Values politician again being found to be unfaithful to his wife. It's really not about the Governor at all. It's about his staff and how they handled this disaster with the media.
There are two things politicians and business persons hate to have to admit to the media. One, they've done something wrong. Two, they don't know the answer to the question they've just been asked.
Now I don't know where Governor Sanford's staff came up with the "hiking trip" story they used to delay the inevitable in the Sanford affair (the media affair, not the love affair). They may have been told to say it by the Governor or they may have just been trying to protect him. I'll give his staff the benefit of the doubt and believe they had no knowledge of their boss' infidelity.
This brings us to number Two above. Rather than admit that they didn't know the governor's whereabouts, tell the media "We don't know where he is right now, but we'll find out and tell you", or something to that effect, they played for time with a cover story. They forgot the worst thing about cover stories, eventually the cover comes off and the truth is discovered (see Scandal, Watergate or Scandal, Monica). Then the stuff hits the fan and things become worse by an order of magnitude.
How do you avoid this situation, whether you're a governor in an intercontinental love triangle or a politician or business person who is facing any difficult situation? The answer is tried and true, HONESTY. Let your people be as honest as possible at all times. This doesn't mean you have to give away state or corporate secrets, but it does mean you have to respect the intelligence of your constituents/customers and trust them to be able handle bad news. Bad news happens no matter who you are. Whether it's your fault or not, you will face times when you have to deliver difficult news. Obfuscating only makes the situation worse. The public is much more likely to understand and/or forgive if you're upfront with them from the get go.
While there wasn't much Governor Sanford's staff could do to make this situation less than awful, a little more honesty would have made things less difficult for all involved.
The bottom line; don't to be afraid to say " I don't know", when you don't. Admit your ignorance, make sure you try to correct it, and get back with the facts when you have them. Then get back to the questioners. Early and often. The press and the public find few things more infuriating then a "wall of silence". Even if you're update is "We still don't know", as long as you're being truthful, you will be given time to do your job and get the facts out. Just make sure that's what you do.
"Oh what a tangled web we weave when first we practice to decieve". I don't know where that chestnut originated, but it rings true even more today than when it was coined. In a twenty four news cycle that feeds voraciously on information, the information WILL eventually get out. If you don't get out in front of it, it will feed on you.
Bob Campbell is a career broadcaster who consults companies and individuals in the art and science of media relations.
No, the lesson I'm talking about is not the hypocrisy of a Family Values politician again being found to be unfaithful to his wife. It's really not about the Governor at all. It's about his staff and how they handled this disaster with the media.
There are two things politicians and business persons hate to have to admit to the media. One, they've done something wrong. Two, they don't know the answer to the question they've just been asked.
Now I don't know where Governor Sanford's staff came up with the "hiking trip" story they used to delay the inevitable in the Sanford affair (the media affair, not the love affair). They may have been told to say it by the Governor or they may have just been trying to protect him. I'll give his staff the benefit of the doubt and believe they had no knowledge of their boss' infidelity.
This brings us to number Two above. Rather than admit that they didn't know the governor's whereabouts, tell the media "We don't know where he is right now, but we'll find out and tell you", or something to that effect, they played for time with a cover story. They forgot the worst thing about cover stories, eventually the cover comes off and the truth is discovered (see Scandal, Watergate or Scandal, Monica). Then the stuff hits the fan and things become worse by an order of magnitude.
How do you avoid this situation, whether you're a governor in an intercontinental love triangle or a politician or business person who is facing any difficult situation? The answer is tried and true, HONESTY. Let your people be as honest as possible at all times. This doesn't mean you have to give away state or corporate secrets, but it does mean you have to respect the intelligence of your constituents/customers and trust them to be able handle bad news. Bad news happens no matter who you are. Whether it's your fault or not, you will face times when you have to deliver difficult news. Obfuscating only makes the situation worse. The public is much more likely to understand and/or forgive if you're upfront with them from the get go.
While there wasn't much Governor Sanford's staff could do to make this situation less than awful, a little more honesty would have made things less difficult for all involved.
The bottom line; don't to be afraid to say " I don't know", when you don't. Admit your ignorance, make sure you try to correct it, and get back with the facts when you have them. Then get back to the questioners. Early and often. The press and the public find few things more infuriating then a "wall of silence". Even if you're update is "We still don't know", as long as you're being truthful, you will be given time to do your job and get the facts out. Just make sure that's what you do.
"Oh what a tangled web we weave when first we practice to decieve". I don't know where that chestnut originated, but it rings true even more today than when it was coined. In a twenty four news cycle that feeds voraciously on information, the information WILL eventually get out. If you don't get out in front of it, it will feed on you.
Bob Campbell is a career broadcaster who consults companies and individuals in the art and science of media relations.
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