Leveling the news scale

Early on in my career I was immersed in a client’s high profile organizational crisis that continually made state and local headlines.

I was having unusual difficulty getting a balanced – level –  story from some reporters, especially some small town weekly newspapers. (This is not a slam at small town weekly newspapers … I especially love hometown papers.)

All of us need to back off sometimes, take a deep breath and get somebody’s else’s perspective – which I did. I called my friend Ted, a legend in media work, and I asked him what I should do to get my client’s side of the story to show up more leveled in the coverage. 

I didn’t expect his answer.

“Terry,” he said, “you need to call the editor and demand the toughest reporter they have on staff. I mean the toughest. Do you hear me? The TOUGHEST!”

Huh?

Ted, a veteran of media crisis, continued:

“In a crisis, I hope and pray for the toughest reporter a news organization has because they’re likely the most professional and the most professional reporters know how to level the story, draw ire out of both sides and give readers a balanced, insightful look.”

Wow!

I’ve never forgotten that advice – which I still use to this day.

This advice reminds me of a great quote from Mel Gibson. Jay Leno asked Mel Gibson on The Tonight Show: “Does it make you nervous acting alongside all the best names in the business?”

His response was awesome.

“No, it would make me nervous acting alongside amateurs.”

Bingo.

There ya go. Like two great lawyers battling it out in the courtroom, as a communications strategist, I can tell you, there’s nothing better than working with a really great, professional reporter.

Working with amateurs makes me nervous. Be a pro. Demand a pro.