This is the old adage from Fleet Street, and newspaper writing in general, that a negative story will be covered more than a positive story. If all the trains are running on time, it’s not news!
This plays into what’s known as ‘negativity bias’ because, as humans, we pay more attention to negative information than positive. If there’s a threat, we need to know about it, right?
The media focuses on the negative, and this can irritate some people. To counteract this, some publications have started a ‘good news’ section eg research has led to improvements in patient care, a neighbour was kind to another, someone raised money for a good cause etc. And it’s great. But we still want to know about the negative things.
If 90 percent of your deliveries happen on time, the headline will be that 10% don’t. So accept the reality and be prepared to defend that 10% of late-arriving parcels. Get your messaging ready, your communications strategy honed, your ‘narrative’ created. A good marketing or communications department will know that journalists will focus on this negative aspect, and they’ll prepare ‘talking points’ and ‘Key Messages’ for their spokespeople to weave in to any interviews accordingly.
When I deliver Media Training, some clients need a lot of help with creating their messaging. They haven’t really thought about what they want to say about their business or organisation, even in the good times, when nothing has gone wrong. I can help with this, of course, in collaboration with their marketing department – or with individuals if they are a one-person business.
Other clients need help with their physical delivery, in terms of voice pitch, pace and tone, appearance and body language – and this may come down to WHO they will choose to do the bulk of their media apopearances. It doesn’t have to be the CEO or chairman if they don’t come across well, and/or don’t enjoy it.
My point is:
…and this is my point: be prepared for criticism of your business. And prepare your responses to a set of standard things that COULD go wrong – to be adapted to the specifics of what HAS gone wrong. Plus, work with a professional Communications Coach or Media Trainer to do this 🙂
