Views on News, public relations • July 18th, 2008

Managing great expectations

by Chris Lato

I was inspired to write about this by the rampant speculation over just how much money and how many box-office records “The Dark Knight” is expected to break this weekend. I am a movie freak and cannot wait for this one (even though I will probably stay away this weekend – the packed-crowd thing can get annoying).

The hype machine is fully cranked up for this movie – and everyone is talking expectations. If it doesn’t make $150 million this weekend, the movie is somehow a disappointment, which is a ludicrous position to take.

Keep expectations on the low end of things - and if you pass those numbers, the movie is viewed as a hit. The studio has to be nervous that expectations are now beyond its control.

Another expectation that is almost secondary at this point – is the movie any good? The reviews are strongly positive, but once the hype machine cranks up, there are bound to be plenty of people walking out who say, “Meh…it wasn’t THAT great.”

I bring this up because PR is oftentimes a matter of managing client expectations. Overpromising and underdelivering is a trap that hurts the industry as a whole and leaves a pile of burned clients in its wake. Honesty goes a long way, in terms of being realistic about what a client can expect.

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2008 Primaries, Leadership, Messaging • May 27th, 2008

The vast left-wing conspiracy?

by Chris Lato

The Clintons are crying cover-up again – this time, it’s the Democrats and their friends in the media that are working to take them down, not the vast right-wing conspiracy.

There aren’t a lot of ways that Hillary Clinton could actually become the nominee at this point. But for all his missteps on the campaign trail this year, Bill Clinton is no dummy and he understands the messages that resonate - the victim card, the underdog pose, and the notion of the party bosses denying a voice to the disenfranchised voters. It is one last desperate swing for the fences.

Any of this ringing a bell? It’s the same thing Democrats accused Republicans of doing in 2000 in Florida, in 2004 in Ohio, and in 2008 in goodness-knows-where. It is the same thing that Wisconsin Republicans have been dealing with for years in trying to require a photo ID when voting. That perfectly reasonable requirement is just common sense, and is supported by a clear majority of Wisconsin voters (including – horrors! – a fair number of Democrats). But Wisconsin Democrats, including our governor, have blocked it at every turn. It disenfranchises voters, opponents claim.

Watch the video that comes with the CNN story I linked to up top. Clinton takes a dig at the Florida situation – 2000 vs. 2008 - that will become a rallying cry as this thing plays itself out.

The Clintons are on the ropes, but they know how to play the game and keep on punching until they officially throw in the towel. Needless to say, the leaders of the Democratic Party have their work cut out for them.

From a messaging perspective, the Clintons also understand their last, best hope is to appeal to the sense of disenfranchisement and victimhood. And this time, considering all the ludicrous complications built into the system of selecting a Democrat nominee for president, the Clintons have a point.

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Views on News • April 22nd, 2008

Snow drifts over to CNN

by Chris Lato

Tony Snow, who spent 10 years with the Fox News Channel before a brief stint as White House Press Secretary, has been named a new ‘conservative commentator’ at CNN.

Good for him. Snow has struggled with cancer but appears to be on the rebound. He is an entertaining and smart guy even if you disagree with him politically. I’ve seen him speak in person, and he is an engaging personality.

It’s funny to read the talkbacker comments at the CNN website. You’d think Satan just signed a long-term contract.

CNN was called the Clinton News Network back in the day, and is vilified by the right for perceived bias. The Tony Snow hiring is one way to address that.

It’s always interesting to see how former ‘flacks’ are treated as they move back into the news business. As I have stated before, I have some personal experience with this, and Snow is being criticized by the left as being a ‘paid liar for Bush’ who has no credibility.

Well, I guess that discounts George Stephanopoulos. And James Carville. And Diane Sawyer. And…the list goes on and on and on.

First of all, Snow is being billed as a ‘commentator.’ He’s not going to be an anchor. Everyone who pays attention to these things knows his background, so take what he says with a grain of salt if you choose to do so.

Also, Snow is someone who has ‘real world’ experience. He’s been behind the podium on behalf of a Presidential administration. He has the level of experience that precious few have. He has unique insight. That is a valuable thing and should help inform Snow’s commentary. He has more credibility than 90% of the ‘observers’ who are out there pitching their wares on the news channels. He knows what he is talking about.

The fact is, everyone in the news biz brings their own biases to the table. Some cover them up better than others, but they all have biases whether they choose to admit it or not.

In addition, it is virtually impossible to be ‘objective.’ That’s a goofy notion born in journalism school classrooms.

However, it is very possible to be ‘fair.’ There is a difference, and honest reporters will acknowledge that.

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Views on News • April 8th, 2008

The changing face of news

by Chris Lato

Perhaps this was inevitable, but it is still an interesting development: long considered the pioneering TV news network, CBS News is looking for a partner, and may find it in CNN. For its part, CBS says the story is bunk.

Some may bemoan the continuing consolidation in the news biz. Fewer and fewer entities own more and more news outlets.

And CBS definitely shot itself in the foot with its emphasis on ‘personality’ with the hiring of Katie Couric, who has proved to be an expensive ratings disaster.

Still, in an age of 24-hour news cycles, where you can register for breaking news updates on your cell phone, the notion of an ‘evening news’ broadcast feels antiquated and irrelevant. The shows themselves aren’t breaking stories like they used to. It’s akin to the afternoon newspaper: the nightly network news just doesn’t fit with the way people are choosing to access their news anymore. There are too many options out there, on demand. When news breaks, why wait for the nightly news? Instant analysis is available all over the internet.

So, you may wonder, why do prime-time TV ‘newsmagazines’ continue to thrive? For starters, they are cheaper to produce than series television. Also, they are free to be more sensationalistic, aiming for straight-up entertainment value not bound by the same notions of ‘journalistic integrity’ as the nightly news. Exhibit A: “To Catch a Predator.”

How much longer will the nightly network news survive? As long as they’re generating ad revenue, I would wager. But it’s hard to believe the end isn’t in the not-too-distant future.

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