Specializing in social marketing and business communications training

How ‘breaking news’ got broken

snakeoilHow exactly did the process of gathering news get to this point? 

We have allowed news readers to go on-the-air and vomit ambiguous language that holds no one accountable.

This is not the first time we have witnessed the media—with its authoritative voice and sheer power—destroy its own credibility.

The reporting of terrorism this week at the Boston Marathon, and the subsequent manhunt for the two suspects, left many ordinary people miffed about how news is gathered and shared. 

These past few years, I have watched breaking news stories and 24-hour channels that have repeatedly made sloppy assumptions that mainstream media should never have allowed. 

But it’s gotten so bad this week that people with no behind-the-scenes knowledge of how news decisions are made, have been mortified. I’ve worked as a news director and news reporter. I am beyond mortified.  

These five phrases have contributed to our damaged news coverage: 

1. “We believe that it’s likely…” My take: Accuracy trumps vague.  

2. “We are trying to follow-up on unconfirmed reports…” My take: Action trumps words. 

3. “There’s speculation from a variety of unnamed sources…” My take: Fact trumps speculation.

4. “We are just as confused as you are as we try to put the pieces together…” My take: Clarity trumps confusion.

5. “We have no new information.” My take: New information trumps empty words.

Veteran network newsman and strategist David Henderson writes:  

“The media–especially cable TV–is like a drunk on a binge, and cannot control their near-insane rush for dramatic announcements, replete with bold red warnings of apocalyptic disaster on the screen. Everything is an ‘Alert’ or ‘Breaking News.’ Yet, it seldom is. Wolf Blitzer saying over and over that John King has ‘exclusive information’ is not news. It’s promotion, publicity, boasting. As it turned in the Boston terror story, King’s ‘exclusive’ information was wrong. King was a font of misinformation … gossip.”

People around the world have been offering prayers for the victims and people of Boston.

Let us also extend a prayer for the pained news media. 

 

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Crisis communications from the grave: The Joe Paterno debacle

Managing a crisis, especially in a high-profile story, is no easy task for PR and branding experts. It’s challenging, visible, and often causes heads to roll. 

I bet you haven’t done damage control for a dead person.  

There are telltale signs the late Penn State football coach Joe Paterno’s brand has gone to hell in a hand basket, even from the grave.

Here are five reasons branding and PR pros would run from this one…and fast. 

1. The scathing report from an independent investigation led by Judge Louis Freeh reveals Paterno and other Penn State leaders ”repeatedly concealed critical facts” about the cover-up of child sex abuse allegations made by former Assistant Football Coach Jerry Sandusky. 

2. Debate continues if a bronze statue of the now disgraced and deceased coach should go. 

3. A huge mural titled “Inspiration” near the Penn State campus features ‘JoePa’ with a halo painted above his head. Many want Paterno’s face painted over, but the artist maintains he has no intention of doing that (he did paint over the halo).  The artist says Paterno will always be a part of Penn State’s story.    

4. Months before the story explodes, the coach nails a $5.5 million contract, including the forgiveness of loans, the use of hydrotherapy equipment for his wife (really??!!), and access to a stadium box for his family for the next 25 years. Use of a private plane had been part of previous contracts, so that remained unchanged. 

5.   Nike has announced it will remove Joe Paterno’s name from the company’s child care center in Beaverton, Ore. 

 Is Joe Paterno better off dead? 

 

5 hard lessons for student journalists at Penn State

Aspiring writers for The Daily Collegian, the 125-year-old student-run newspaper at Penn State University, have gotten real-life lessons in journalism that professors could have never come up with. And they wouldn’t want to.

The sex abuse convictions of former defensive football coach Jerry Sandusky have turned the school upside down, on so many different levels.

To learn what student journalists have been dealing with these last eight months, I interviewed Casey McDermott, editor-in-chief of The Daily Collegian. McDermott and her team provided a combination of online and print coverage from Day 1. 

“It’s definitely been a challenge. We were asked to mature a lot this year. I was astonished at how professionally our staff of 18-to-22-year-olds handled this. Everyone just rose to the occasion and did what we had to do. All hands on deck in November; no questions asked.”  

There were the alleged cover-ups and firings of esteemed football Coach Joe Paterno and University President Graham Spanier.  There were the abrupt resignations and criminal charges filed against Athletic Director Tim Curley and Senior Vice President for Finance and Business Gary Schultz. There were violent student and community protests. There were police investigations, FBI search warrants, and the trial.

But above all, there were the victims. The boys and young men, who, for years, endured — and kept secret — the horrific and repugnant actions of a pathetic and sick man who stole their innocence.

Toss out the textbooks. This is not a syllabus for Journalism 303.    

Many seasoned reporters who have covered breaking news and criminal court cases have never had the experience of seeing such a high profile, shocking, and emotionally-charged case firsthand. McDermott says the staff has always covered local criminal cases, but nothing of this magnitude. Fair to say, the student journalists have done more than cut their teeth.

Consider these five lessons the students at The Daily Collegian have learned:    

  1. Breaking news and wordsmithing. In early November, 2011, student journalists watch wide-eyed as local and national media converge on their beloved ‘Happy Valley’ campus. Reporters, along with bloggers and the public, want details on Sandusky’s arrest.  At a tumultuous press conference, there is shock that Paterno and Spanier had been fired. The Board of Trustees is bombarded with questions of ‘who knew what and when they knew it?’ The verbal dance is underway. Student journalists quickly discover the frustration in trying to get information during an active criminal investigation. They see that when attorneys and law enforcement are involved, the wordsmithing can be painfully frustrating. Wanna-be journalists come to understand the magnitude of the word ‘alleged.’ The old adage, ‘Read between the lines’ is a lesson unto itself.
  2. Writing a balanced and fair news story ain’t so easy. Especially when YOU are the news. The emotions and news judgment of student journalists are put to the test. They discover the importance of keeping opinions on the editorial page and out of a news story. This is significant for these student journalists, as they have only lived with sensationalized and biased news and talk show anchors; blowhards masquerading as reporters. 
  3. Thinking about power. Collegiate reporters quickly learn how ugly power and ego can be, especially when it’s tied to the country’s top university football program and coach. Hearing firsthand how respected leaders have turned their collective backs (for years) as young boys were being violated is a lesson that goes beyond scholarships and trophies. The definition of integrity is examined.
  4. Watching the interviews. As vile details of the case are revealed, student reporters get a glimpse of crisis communications and media coaching. Remember the interview Jerry Sandusky did with NBC’s Bob Costas just days after his arrest?  Sandusky said, “I have horsed around with kids. I have showered after workouts. I have hugged them and I have touched their legs without intent of sexual contact.” That’s a really bad sound bite, Jerry.
  5. Acting like a professional. Defense attorney Joe Amendola’s strategy and comments to the media have been described by one analyst as “unorthodox.” When telling a reporter about the “soap opera drama” in court, Amendola quipped, “This could be ‘All My Children.’” Pennsylvania’s Attorney General Linda Kelly spoke to the press (with prepared remarks) immediately after the verdict was delivered. Kelly talked about the courageous testimony from victims and the need for the public to protect children. Both Amendola and Kelly graduated from law school. The aspiring journalists learn that tact and class aren’t part of the bar exam. 

Will professors in the communications department rewrite course outlines using their own story as a case study? Will administrators in ‘Happy Valley’ allow it? 

And will any of the student journalists at The Daily Collegian who followed and covered this story pursue professional journalism careers? Or will they leave the Valley and head for the hills?

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5 media lessons I learned from Penn State

I didn’t graduate from Penn State. In fact, I’ve never even been on the campus.

But in the last few days, that school has provided me with many news, PR, and communication lessons. 

In the wake of the disgusting allegations of an ongoing child-sex scandal and the subsequent firings of football coach Joe Paterno and president Graham Spanier, I offer my own observations. Disclaimer: I am the mother of two children. I’m a former radio news reporter and news director. I’ve covered hundreds of press conferences and many crisis communications trainings.

1. The old adage, “There’s no such thing as a stupid question” clearly did not apply to Wednesday night’s press conference. 

2.  Every Penn State student resorting to violence and protesting the firing of Joe Paterno should be tossed out of the school. In this case, college does not equal smart. This is the stuff that is not contained in textbooks. Anywhere.  

3. Paterno’s arrogant statement on Wednesday that he will retire at the end of the season only proves that power often brings an exaggerated sense of self-confidence and a shortage of humility.  

4. Did the PR staff at Penn State help craft this gem or did Joe Paterno wordsmith this on his own?  “Victims or whatever they want to say.” After he was fired, he urged people to “pray for the victims.” 

5.  Board of Trustees’ Vice Chairman John Surma ran the press conference announcing the firings. He may be criticized for his “PR answers” but he gets high marks from me. Surma kept his cool under extreme pressure on live TV and social media channels. He refused to be unwillingly dragged into responses and dialogue that could have turned ugly (and libelous.) He revealed little or no emotion or personal opinions. As one commentator said after the press conference, “This was a business decision.”  Surma refused to speculate on what other people knew or thought (good prep from counsel, I bet). He put an end to the madness with the standard, “Just two more questions, please.”  And he adhered to the crisis media training message, “You are the zookeeper and they (reporters) are the animals.” John Surma controlled the message he was sent to deliver. 

One final observation: Football does not trump the safety of children or any human being. Ever.

20 Things Every PR Pro Should Know How to Do

Do you have one foot on the PR banana peel? If you’re like me, part of you is in “the old world” of PR and the other foot is sliding into the new digital landscape. Excited, nervous, learning, kicking, and screaming.

Like a seamstress who tailors wedding gowns still knows how to sew a button, PR pros must remember the basics, too.

Allow the following 20 items and links to serve as reminders and resources:    

1. Grab a reporter or blogger’s attention with your words. Words wield power. Choose them carefully. Be relevant.   


2. Email a three-line pitch. Target your pitches and understand what each reporter is looking for. Sum up how your pitch/story will benefit their audience.   


 3. Use social media monitoring tools. Make use of Google alerts, trending topics, and other tools to keep an eye on hot issues, competition, and your own name.  

 

4. Pitch, arrange, and attend an interview for a client. Know the process from beginning to end. Hold your client’s hand as you prepare them for an interview you’ve arranged. Be there for them when they need you. Equally as important: Know when to step back and simply listen.  


 5. Stand up to a client or reporter in a firm yet polite way. Like your clients or managers, news pros can be testy, abrupt, and sometimes downright rude. Fair warning. 


 6. Generate valuable content on a regular basis. Identify forward trends and lessons that can benefit others.  Be a constant source of solid information that people trust and respect.  


 7. Coach your clients/C-suite on interview techniques.  Prep them prior to interviews so they feel comfortable with being on-camera or microphone. 


8. Train top management in crisis communications. Have a complete and current written plan in place, which includes training. 


9. Use a flip-cam. It’s important to know how to record a short interview or breaking news story, but it’s essential to know how to use technology to get it out to the masses. Think Twitter. News breaks there first. Know some basic editing, too.   


 10. Ask good questions. Quality questions bring you quality information. Get people thinking, feeling, and reacting. 


 11. Collaborate with others. Don’t view people in ancillary departments like marketing, advertising, branding, and HR as the enemy. Go for integration, not silos.  


 12. Utilize traditional and social press releases. I don’t see press releases going out of style anytime soon.    

  

13. Use keywords, links, and SEO to optimize press releases. Do your homework on keywords and search engine rankings that can make or break your web page, blog, and business.   

 

14. Decipher analytics. Understand measurement tools and what they mean to your overall strategy and daily activities (tactics).   


15. Listen to a speech, podcast, webinar, or press conference. Be able to pull out three sound bites from a five-minute presentation or 30-minute rant. This one skill alone will benefit you in public speaking, sales, business, and networking. Summarizing something complex with a punchy quote that brings out the essence of a conversation is priceless these days.  


16. Repurpose content. Reformatting and tweaking a press release, article, interview, or blog post will save you lots of time and energy.    


17. Build an online newsroom. Learn the elements of a quality online newsroom so journalists, bloggers, and others can trust you as a credible, engaging resource that has current information.  


 18. Create the subject line of an email pitch in less than eight words. Clarity rules. 


19. Follow chats, forums, and lists to build relationships with reporters and bloggers. It’s good to watch, hover, and observe online to learn personalities and styles before jumping in. Weave your way into a conversation without a pitch. That will come down the road. 

 

20. Write and upload a blog post. Be sure you can do this from beginning to end in less than 30 minutes.  That means without the help of tech support or a web weenie.    


I invite you to scan the archives of my blog to find more information on many of the topics listed above.

And, if you want to be an ace at communication, sign up for my free, 21-day video series, “Speaking of Communication.” Learn tips and strategies on PR, social media, blogging, branding, and more.

10 Essential Words and Phrases for Media Pros in a PR Crisis

crisis commYou may have noticed we’re surrounded by emergencies and crises–big time. In between the BP oil spill and Toyota recalls, we hear about office shootings, corrupt politicians, building collapses, plane crashes and savage beatings. It’s rough out there. Sure there’s the good news too. But it’s easier for PR pros and management to speak to reporters when all is well.

Are you and your team prepared to go head-to-head with the media when you’re faced with horrid breaking news that can quickly destroy your company, staff, and reputation?

I do a lot of PR and crisis communication trainings and coachings on how PR teams and leaders can develop a carefully crafted message and sound bite for reporters. In my 25 years of news and PR experience, I’ve played more than both sides of the fence. I’ve been a radio news reporter and news director, and ran New Jersey Governor Christie Whitman’s Office of Radio and TV. I’ve managed press conferences with clients hoping they won’t be dragged out of their office in  handcuffs with a raincoat over their heads. All of this in the New Jersey/New York/Philly media market- one of the toughest out there.

It’s been interesting to walk that fine line of linguistics.  In crisis communications, the mouthpiece of your organization has to use words and phrases like those of politicians and lawyers. Don’t get sick just yet.

Words that Trap

Anyone who is publishing content in Social Media, speaks with journalists, or writes press releases knows that there are words that can trap you with little or no way out.

They are: never, always, and definitely.

These three words can spell trouble because reporters and writers are trained to listen. They often take things literally. For example, you may say to a reporter, “Our family-run liquor store has never sold alcohol to anyone under the age of 21.” Most reporters spend their days digging for information, scanning the Internet, and asking a lot of questions to a variety of people. They are curious. They look for cracks in your story. They will find the old buried archive from 1971 when your dearly departed Grandpa sold beer to a 17-year-old who was killed in a car accident.  And you said “never”.

Instead of using words like never, always or definitely, start to think in vague terms. Avoid the pitfall of painting yourself into a corner.

Enter “wiggle words.” These are softer words that attorneys and politicians use all the time.

  1. Tend to
  2. Usually
  3. Typically
  4. Often
  5. May
  6. Prefer to
  7. It looks like
  8. It appears to be
  9. It’s likely to happen in a few weeks
  10. It could be

Here’s an example. Anyone with news savvy knows that “no comment” means guilty. You have to say something. Here’s a line I love to quote from an attorney: “It looks like it could likely happen sometime soon. That may be a real possibility.” Huh?

The Art and Skill of What Follows

Using these words and phrases gives you “wiggle room” in case there’s an error or something from 100 years ago that you and your bosses may not be aware of. When you deliver the line with an authoritative and credible tone of voice, it can work like a charm. But please don’t misunderstand. There is clearly an art and skill to this method.

If you use my “vague” example in a hastily called press conference during a crisis with breaking news, you are trying to buy time. You’ll have microphones, cameras and glaring lights in your face. It could be 3 AM on a Tuesday or 11 PM on a Friday. “No comment” doesn’t work. So you use whatever information you may have available but you carefully word your statement and remarks with the wiggle words. You will provide accurate and detailed information in a timely way, but when you are prepared. You control the flow of information. Buying time, even if it’s five minutes or five hours, can be the key to surviving a PR crisis.  In other words the follow-up is essential.

When done correctly, this process can save your boss, company, job and your reputation with the media.

(Photo Credit: bhanukaran)