Who doesn’t love an underdog story?
“Rocky” and “Rudy” are examples of flicks that exploit this pure human want to root for the lengthy shot, the small fry, these “Davids” all through the universe who dare to battle a Goliath looming menacingly over them.
Due to a pure want to color issues with a “David vs. Goliath” brush, there are inevitably going to be these events when the information of a state of affairs are cherry-picked to suit the archetype. It gained’t be honest, and that’s particularly so for individuals who are unfairly assigned the Group Goliath label.
Over the course of my 15 years in public relations and media relations, there have been occasions when my shoppers have borne the brunt of biased and lazy narratives. This tends to happen when journalists come up brief in securing important information and related information. Quick-paced information cycles are partly responsible, as are different elements that embody a basic media intuition to advocate for these have been traditionally disenfranchised and abused.
That protecting “watchdog” perform was one of many qualities that I embraced throughout my 20-plus years as a journalist. It’s a noble and essential a part of the job. Nonetheless, the draw back of this pursuit is that it will probably trigger a reporter to dismiss, diminish or in any other case disregard data that doesn’t align with the David vs. Goliath theme.
Sadly, the publication, broadcast or on-line posting of every new story provides a log to the David vs. Goliath hearth. There’s a lot an excessive amount of “copycat journalism” on the market, particularly as speed-to-social media posting usurps substantive, goal reporting. The expertise has prompted me to transcend the essentially reactive mode (attempting to place out fires attributable to the most recent story) to 1 that’s proactive.
For any publicist who encounters one of these saga, listed here are steps to think about as you pivot towards a extra assertive—virtually aggressive—tact with the subsequent reporter who touches base and broadcasts they’re engaged on a (pile-on) story.
Attraction to the reporter’s obligation to conduct authentic reporting.
With sources strained at most each media outlet, it’s inevitable that reporters will journey the trail of least resistance to rise up to hurry when assigned one thing completely new to them. Certainly one of their first steps might be to learn or watch different media accounts — and particularly any tales from colleagues at their very own outlet.
Alas, that is the place issues can come up, when embedded bias is handed on, like a cussed piece of DNA, from one technology of a narrative to the subsequent.
Level out the issues in prior reporting and problem the reporter to keep away from these pitfalls.
Arm the would-be reporter with information that refute, or at the very least severely dilute, the prevailing storyline. Basically, you place them on discover that something they produce can’t be one thing they merely telephone in by mimicking prior protection.
In my dealings with the media, it’s a big assist that I can draw upon my practically quarter century of reporting, full with the great, the dangerous and the ugly items of the method. In consequence, I’m effectively attuned to the journalist’s mindset — and might name out the dangerous and ugly components from my very own expertise.
What can a reporter say after I acknowledge that I’ve dedicated the sins that I’m preaching towards? Removed from taking a “holier than thou” posture, I attempt to come alongside the reporter to emphasise how a lot I perceive their inclination to take a short-cut or to view issues from a preconceived lens.
It’s all linked to human nature, so there isn’t any have to have a lot, and even any, journalism background to convey that you just perceive these realities. Make sure you talk with an understanding, not condemning, tone.
Talk with a excessive stage of transparency.
Prolong an invite to tour your headquarters or workplace or no matter setting applies to the state of affairs. When it could be related, problem the reporter to place your services or products in context.
How do different widgets available on the market evaluate, based mostly on value, high quality, monitor file and so forth? Are there trade requirements which you could level to, in addition to dependable information factors that assist flesh out the context extra totally?
Be proactive, responsive and accessible.
For the reporter, this all provides as much as extra work, and a extra complicated story that’s far more difficult to create than a very simplistic David vs. Goliath story. Even high quality reporters succumb to the temptation to go for the simple and easy (if unfair) take, quite than undergo the wrestle of telling one that’s nuanced.
Towards that backdrop, being proactive, responsive and accessible are important. Anticipate questions that may come up, counsel angles that haven’t beforehand been explored, reply swiftly after they attain out, and supply entry to key sources every time potential.
Certainly not is that this a four-step, sure-fire holistic prescription. Every state of affairs has its personal variables. However the subsequent time you end up needing to show the tide towards a extra balanced, correct depiction of your unfairly solid Goliath, a number of of those steps may effectively show instrumental in tilling the soil for honest, authentic reporting.
Matt Baron is founder & principal of Inside Edge PR + Media.
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