Who doesn’t love an underdog story?
“Rocky” and “Rudy” are examples of films that exploit this pure human need 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 need to color issues with a “David vs. Goliath” brush, there are inevitably going to be these events when the info of a state of affairs are cherry-picked to suit the archetype. It received’t be truthful, and that’s particularly so for individuals who are unfairly assigned the Workforce 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 quick in securing important info and related knowledge. Quick-paced information cycles are partly guilty, as are different elements that embody a common media intuition to advocate for these have been traditionally disenfranchised and abused.
That protecting “watchdog” operate 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 possibly 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 fireplace. There may be 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 (making an attempt to place out fires brought on by the most recent story) to at least one that’s proactive.
For any publicist who encounters one of these saga, listed below are steps to think about as you pivot towards a extra assertive—virtually aggressive—tact with the following reporter who touches base and broadcasts they’re engaged on a (pile-on) story.
Attraction to the reporter’s responsibility to conduct authentic reporting.
With assets 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 fully new to them. Considered 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 following.
Level out the issues in prior reporting and problem the reporter to keep away from these pitfalls.
Arm the would-be reporter with info that refute, or a minimum of severely dilute, the prevailing storyline. Primarily, you place them on discover that something they produce can’t be one thing they merely cellphone 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 nice, the dangerous and the ugly items of the method. Consequently, I’m effectively attuned to the journalist’s mindset — and may 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 in opposition to? 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 a must 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 degree of transparency.
Prolong an invite to tour your headquarters or workplace or no matter setting applies to the state of affairs. When it is likely to be related, problem the reporter to place your services or products in context.
How do different widgets in the marketplace examine, based mostly on worth, high quality, observe file and so forth? Are there business requirements which you could level to, in addition to dependable knowledge factors that assist flesh out the context extra absolutely?
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 an excessively simplistic David vs. Goliath story. Even high quality reporters succumb to the temptation to go for the simple and easy (if unfair) take, slightly than undergo the battle of telling one that’s nuanced.
Towards that backdrop, being proactive, responsive and accessible are important. Anticipate questions that may come up, recommend angles that haven’t beforehand been explored, reply swiftly after they attain out, and supply entry to key sources every time attainable.
Under no circumstances 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 truthful, authentic reporting.
Matt Baron is founder & principal of Inside Edge PR + Media.
