4 Ways to Combat Sensationalism in the Media

Crissy Lintner

Being in the PR industry gives me a front-row view of one major challenge for businesses and individuals alike: reckless and sensational journalism.  

I’m not the first to bring up this point. In fact, many in our industry and the news media themselves have brought up this issue on numerous occasions. Sensationalism, folks, is rampant in our media landscape. Biased reporting is commonplace. Incorrect facts are frequent (followed by apologies and retractions that may or may not reach the original audience who first heard the news). Specifically, you don’t have to look much farther than the 24-hour TV news networks to see the ridiculous and reckless nature that is our news media. Why? I’ll tell you.

The majority of journalists – on networks like CNN, NBC, FOX News, etc. – are less interested in facts being correct than being the first with the news or enhancing their own image. Gone are the days of carefully fact-checking sources before going on air. The filter does not exist – questionable news is suddenly always “news.” Reporters turn a little smoke into a five-alarm blaze in a matter of hours – for fear of missing out on the big story. Too often, journalists are more interested in getting the scoop than getting the right scoop. But, the damage is already done by that point, regardless of which facts eventually come out. And some are OK with that (ahem… FOX News).

So, what are we to do as PR professionals to combat sensational journalism? 

• Be aware. Constantly be aware of what is happening in the media and monitor all coverage related to your clients (which we already do, right?). Whether local or national (yes, the problem does exist in local newscasts), you need to know what is happening that could affect or may involve your clients.
• Respond. If a client becomes part of one of these sensational stories, respond! Whether “guilty” or not (i.e. what the media says is true or false), you do need to have a response that tells your client’s side. “No comment” is the worst policy.
• Educate.Inform reporters who get it wrong, and make sure a retraction is offered as soon as possible. Then, educate reporters so they have a better understanding about why something is the way it is or so they can get it right next time.
• Repeat. Social media allows news to spread like wildfire – especially news that is controversial or divisive. This means that the original message – correct or incorrect – is alive and well beyond a live broadcast or that original blog post. Combat misinformation through consistent communication that offers the real story until the tide changes back to your client’s favor – or until the next media storm hits.

Do you struggle with pitch follow-up anxiety?

Crissy Lintner

I have a confession that may sound a little silly. I suffer from pitch follow-up anxiety. Is it as prominent as it was when I first began my career? Not at all! I’ve certainly grown as a professional since my very first media pitch. But, I still get the familiar feeling of awareness and butterflies when I have to call a reporter to follow up on a pitch I’ve sent via email or a previous phone call. Laugh all you want, but the struggle is real for many PR pros across the board. ;)

Following up with reporters is a necessary evil in our business. Yes, I know what the media big dogs say about phone calls and following up on pitches. (And I disagree, but I digress…) At some point, “bothering” a reporter is something we all have to do in the PR world, especially when it’s an amazing angle! When we do catch them on the phone or receive a response to follow up, nine times out of 10 their nonresponse was not due to disinterest. They simply had not seen the email (among the hundreds they receive in a day) or listened to my phone message about our idea. Then, we’re golden!

So, how can I help you move past your pitch follow-up anxiety? Remember four things: build, organize, prepare and move on.

 

Photo Courtesy to Flickr User Yoann JEZEQUEL

Build

Mainly for all the newbies out there, part of the key to pitching success is in the relationship you build with reporters. So, on day one of the job, send an introduction to the reporters with whom you’ll interact with most. Short, sweet, to the point – not asking for anything. Similarly, if you have a new client, use that as an opportunity to touch base with the business reporter for your daily paper or introduce yourself to a new beat writer. And, don’t forget to read and watch the news daily. Build rapport with media by complimenting their writing or engaging with them on social media.

Organize

Remember that old saying that the mistakes of a few can ruin things for the many? Well, in the PR world nothing rings truer when it comes to the relationship between PR folks and reporters. Sadly, it’s the people who don’t take time to research their audience who have made reporters a bit less likely to be friendly when a PR representative comes calling. So, whether you’re pitching reporters via email or over the phone, make sure you are organized and that your pitch is perfect from the start. Do your research on that reporter to ensure you’re sending to the right person. Make sure everything makes sense, is well written and timely, and that your sources are accessible in case of fast turnaround for interview requests. Why? The more polished your pitch, the more comfortable you’ll feel when making that call. And, the more spot-on you are in whom you’re targeting, the better the response you’ll get from your reporter.

Prepare

Before you ever call a reporter, you should prepare. Practice your 10-second intro or voicemail message. You don’t have to have a script, per say, but know what you want to say so you don’t trip over your words or ramble. (I have done this before; it wasn’t pretty.) Know the best time to call that reporter – don’t call an hour before deadline and expect a warm response. Be cognizant and respectful of their time. If they do answer the phone, ask if now is a good time for a quick chat regarding a pitch you sent yesterday. Be ready to answer their questions (know the topic you’re pitching), and when possible, have times already in hand to set up an interview with your client on the spot.

Move On

So, that reporter you called hung up in your face or turned down your story idea. Or, maybe you mistakenly pitched Soap Opera Digest a story about your new technology client. It’s OK! As I learned in my previous nonprofit career, the worst thing a person can ever say to your request is “no.” Does it hurt your ego? Sure. Does it slightly deflate your excitement for a story idea? Perhaps. Does it mean you should quit trying? No! Never let a bad follow-up experience jade your next attempt at pitching media. That is just one person at one publication who may simply be having a bad day for all you know. I promise there’s at least one other reporter at the same outlet or a different one who may be receptive. Move on and keep trying!

Do you have tips for getting past pitch follow-up anxiety? Share!

‘It’s wedding season’ – and a few of our other fave commercials right now

Crissy Lintner

We all have our favorite advertising campaigns, and one of my favorites right now is SouthwestAirlines’ “Wedding Season.” This is a continuation of the fall’s campaign of the same name, featuring the same dancing gal at multiple different weddings (touting Southwest’s fare sale). But, what makes an ad campaign great? In this particular campaign, it’s the humor and strategy. The creative geniuses behind Southwest’s Wedding Season campaign developed something around what is a very true reality for many women (and men) right now – wedding after wedding after wedding in city after city after city. They achieved a fun campaign that resonates in a fun way and that some experts think might lead to the eventual marriage of the dancing girl (considering she caught the bouquet in this one). We will see what Southwest comes up with next!

What other campaigns are we loving and watching closely? Here are a few of our faves and why we love them!

The Sonic Guys:

Yes, they’ve been around awhile (a long while), but they still make us chuckle. Kerri sent her favorite one running right now.

The Sonic Guys: Tax Day

And Sarah L. added this to our beloved Sonic Guys series.

United Healthcare: Our Song

Ali and Chelsey both shared this one, which I hadn’t seen yet. We love how funny it is, but what a great way to tie in the message of their Virtual Clinics (which is exactly what they want you to take away from the commercial).

Android: Friends fur-ever

You can never go wrong with animals, right? Intern Brooke shared this one – and oodelally, it’s a cutie. The message? You don’t have to follow the same trends as everyone else. Be unique.

Samuel Adams Boston Lager:“History Channel: Sons of Liberty”

Sarah B. shared this one and all its wit. What a great tie-in to pop culture and the history of the brewery (and its namesake).

Lowe’s: Fitted Sheets

We’ve all been there - nothing is more frustrating than folding a fitted sheet, and the folks at Lowe’s have tapped into that very thing with their “Fitted Sheets” commercial. Relevant and still hitting home the original message (Lowe’s can help you DIY anything and leave you feeling empowered), it’s a great mixture of humor and branding. 

Subaru: Loyalty and Backseat

I have to agree with Courtney – the Subaru commercials are pretty wonderful. They showcase the brand as a feeling: love. And they humanize their brand in a very effective way. Their commercials show their commitment to safety and loyalty as a reliable and trusted vehicle. And none is as sweet as this particular commercial.

Allstate: Mayhem

And as Kelli said, “I find that most commercials annoy me way more than they are great, but I do have a renewed love for Mayhem ever since the most awesome campaign ever with the Mayhem Sale at the Sugar Bowl.” I have to agree – that was a great campaign bringing home the point that, well, if you’re not home, your stuff isn’t necessarily safe! Really, Kelli likes all of Mayhem, so check out the series on the Allstate YouTube account here.

Do you have a favorite campaign right now? Go share on our Facebook page!

Save Thanksgiving

Crissy Lintner

Did anyone else notice last month that while Halloween costumes and candy were on display, Christmas decorations and gift ideas were starting to creep onto the aisles of your favorite stores? I did. And it made me sad. Where was Thanksgiving?

Maybe you found Thanksgiving like I did, tucked away with fall-themed paper plates and cups and a silly turkey hat at the One Spot at Target. Or, maybe your favorite store actually had a section devoted to Thanksgiving (outside of the grocery aisles). Better yet, maybe Christmas was still waiting its turn. However, if you’re like me, you noticed that Thanksgiving was silently pushed aside.

And now, Black Friday has officially taken over Thanksgiving. It’s been coming – retailers bringing Christmas décor and gift ideas out as early as August and September, you know, to subtly start reminding you that Christmas is only a few short months away. Then, last year, retailers like Best Buy opened Thanksgiving night for pre-Black Friday sales. Now this year, not only are retailers like Kmart, Toys R Us, Walmart and J.C. Penney opening on Thanksgiving Day, but some are opening as early as 6 a.m.! Sorry employees… no turkey and dressing for you.

The holidays have gotten out of hand. The success of Black Friday has become a monster that retailers feel they have to appease. They are forgetting their most important and core stakeholders: the employees. Thanksgiving used to be a holiday that allowed families to get together simply to eat, nap, watch football (ahem, #HAILSTATE #1 #EggBowl2014), enjoy the company of the ones we love and give thanks. No gifts. No stores. No deals.

Consumers appreciate businesses that consider their employees’ personal time. And there’s no bigger PR statement than that being made by the retailers who are NOT opening on Thanksgiving this year. It makes me proud that many are making a move to publicly state their position on remaining closed on this family-oriented day.

So, this holiday season, where will I be shopping? At afew of the places that are opting out of the Thanksgiving Day shenanigans and putting their employees’ needs first. See you soon, Costco, REI, Neiman Marcus, T.J. Maxx and Marshall’s! I know there are others here in Dallas, and those will be on my ‘nice’ list for this holiday season, too. #SaveThanksgiving

Native advertising: You’re doing it right?

Crissy Lintner

Last week, I gave my first thoughts on native advertising. I left off stating that while earned media coverage is the preferred method of exposure, I would recommend an online advertorial opportunity to my clients if the budget existed and only if we can ensure the content is valuable. I wanted to expand on that (without my first post becoming a novel) because it can be done right.

Valuable content, paid or unpaid, is valuable content. Period. I love this example of a paid post on The New York Times website. Netflix is promoting its original hit series, “Orange is the New Black.” The article is multifaceted, utilizing copy, video, photos and audio components. It is informative, engaging and very well done – arguably, a stellar piece of pure editorial content, if only it weren’t paid content. I came away from this article with a greater understanding of the challenges women face in prison, how the prison system is changing to meet their needs, and where some formerly incarcerated women are today – living successful lives after having been incarcerated for years in what for some were drug-related or “minor” crimes. This is a brilliant way that Netflix and “Orange is the New Black” are using native advertising to bring awareness to an issue with the prison system while promoting the show. Note how NYT makes it impossible for you not to realize you’re reading content that was paid for – it’s even in a special section of the website that uses a URL with “paidpost.nytimes.com” at the beginning, a banner that says “Paid Post,” and the logo for Netflix and “Orange is the New Black.” Even the graphics use brand colors: orange and black.

Screenshot of Netflix’s “Orange is the New Black” paid post on nytimes.com    

However, this is paid content that makes an impact, and it’s an ingenious way to garner eyes and drive the message home while promoting a brand. This is why native advertising can be beneficial.

Of course, BuzzFeed is the king of native advertising – as referenced on this episode of “Last Week Tonight with John Oliver” on HBO, which I mentioned in my previous post. However, nonprofits take note: you can participate in native advertising on BuzzFeed without paying for it! See our client Literacy Mid-South’s BuzzFeed Community page and note that on each actual post, there’s a disclaimer that explains why LMS does not pay, even though they are a brand publisher. Sure, all of their posts are about LMS, but that’s the point. This is a fun way to have unique content for social media and newsletters, enhance SEO and perhaps be found in the community by potential supporters. LMS is effectively using this unique aspect of BuzzFeed, and we love it!

Literacy Mid-South’s BuzzFeed Community page    

So, when it comes to native advertising, if the point is to drive a message home or to share something important, should brands be penalized by the consumer? How about media outlets for inviting brands to place advertorials? Nope. Regardless of whether an outlet engages in native advertising with companies, credibility in the media still exists. There will never be a time when sources for pure editorial will be unnecessary. Some outlets and native advertisers do a terrible job at it, which can harm the reputation of the media outlet (like John Oliver’s example from The Atlantic’s January 2013 sponsored content from the Church of Scientology; see The Atlantic’s effort to clean up afterward here). But, most try to provide useful, engaging content.

I think consumers are wiser than the FOX News experts gave them credit for, and they will only become more so as the years pass. Awareness of native advertising will make all of us savvier. Brands will become better at ensuring content is valuable to readers. And, if I see an article that looks like it could offer interesting or entertaining content, I’ll read it. Then, it’s completely on me – a consumer – if I feel like it was a waste of my time to read what turned out to be shameless promotion or biased content created by a company, political group or other entity.

What’s so wrong with ‘native advertising’?

Crissy Lintner

BuzzFeed. I love it. If I had to name three of the biggest time sucks for me during downtime, it’s Facebook, Etsy and BuzzFeed. I can get sucked into all the memes and lists – more often than not, I’m only reading the ones that make me laugh until I’m in tears (See: 27 Reasons Why Old People Are the Best People on the Internet). But, I digress.

A few weeks ago on “Last Week Tonight with John Oliver,” the host ranted about the new trend of native advertising, a form of digital advertising known as sponsored or paid content that is designed to look like editorial content (to learn more, read Ali’srecent blog post). Swiffer and GE were two of the examples of advertisers who provided sponsored content on BuzzFeed in particular. Then, FOX News’ “Media Buzz” had an ethical debate on the topic – is it OK that advertisers are providing paid content disguised as editorial?

As a practice, pay-to-play isn’t new. Newsflash: print journalism has always engaged in advertorial practices and pay-to-play “editorial” opportunities. Have you read a magazine lately and found yourself reading an article only to notice “Special Advertising Section” printed in small type at the top? On the flip side, what you may not notice are the magazines whose editorial sources directly correlate to their advertisers. Yes, some publications (even some TV news shows) require businesses to pay for ads or time on the air in exchange for editorial content. That said, why should native advertising be viewed differently in the online space?

To some degree, I agree with John Oliver and the FOX News experts – you do feel a little manipulated when you’re reading an article you think is editorial but is in fact sponsored content. However, is that always a bad thing? Our goal as PR professionals is always to think outside of the box for our clients. We regularly pitch ideas to journalists that will be informative to readers. John Oliver used the example of Swiffer’s “9 Ways Cleaning Has Become Smarter.” Read it. Aside from the blurb at the top that screams “sponsored content” and No. 6 on the list, the content really has nothing to do with Swiffer – but it relates to the concept of their products: smarter cleaning solutions.

In Ali’s post, she made the point of the importance of being aware of what content you are consuming. I don’t know about you, but I generally pay attention to what I’m reading online and in print and recognize which is true editorial and which is not. Maybe that’s due to my profession. If I’m being totally honest, I’m less likely to initially notice the “special advertising section” disguised as an article in a magazine than I am to miss it online. Not because I’m not paying attention, but my eyes are not usually at the very top or bottom of the page where the disclaimer is listed. That’s why this works.

So, I guess my point is this: if it gives me interesting and engaging content – like tips or a good laugh – is it really a bad thing? Don’t get me wrong – I am 100 percent in favor of earned media coverage versus paid any day of the week. It’s why we exist as a firm. But if I have a client with a budget to participate in digital native advertising, I would absolutely recommend that over a print ad or TV commercial any day. However, I would also ensure that what they’re putting out there is valuable to readers.