Media Rules (1)

If it’s not in the newspaper, that doesn’t mean it didn’t happen.

Just because the newspaper says it’s important, that doesn’t mean it is.

Don’t confuse ink with traction. You can hire a PR person, be all over the media, and no one can care and just because you’re on TV, don’t assume everyone’s seen you.

Don’t trust the newspaper. Those are reporters. We want someone who lives that beat all day long, not someone who does a bit of research and tries to put the story together. Old school journalists are concerned with the w’s, the where, when, why and…how. You can only get so far asking questions. But if you live it all day long, you know the history and you know the context. Chances are, on everything other than front page news, there’s a maven online with a website who knows more about it than the traditional reporters.

Reporters get it wrong. Not only do they misquote, they make stuff up. And oftentimes, editors change things so they’re not accurate, sometimes to justify their jobs, other times for space.

If someone’s in the media, being interviewed and quoted everywhere, they’re a whore, they’re into the publicity. Anybody with a profile knows that the media gets it wrong, so they do their best to stay out. So if you see someone incessantly, whether it be Kim Kardashian or John McCain, know they’re working it.

You can tell your own story online. If you’re concerned about the truth, do so. But the real story is you can’t inform everybody, no longer how much you protest, people will spread rumors and false information. Focus on your work, not the sales pitch.

Almost everything in the newspaper other than hard news, i.e. killings and political situations, is placed there by PR people. PR people make it easy for reporters, they fill up the paper. If you think someone in the arts department sits down and decides the important stories, you’re dreaming. They’re concerned first and foremost with access. That’s what PR people do, deliver stories, they write the newspaper…


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