“Media Bias”: How to Recognize and Turn It
Posted on Tuesday, September 22nd, 2009
In 1923, the American Society of Newspaper Editors wrote the canon of modern journalism: “News reports should be free from opinion or bias of any kind.” But sometimes companies wonder if all reporters got the word.
If you feel you’re the victim of “media bias,” take a deep breath before reacting. First consider what media bias is — and is not.
Media bias is not:
- Omitting Your Company from Coverage. If the reporter took the lead from another company’s news release or pitch, he or she is under no obligation to write about your firm in a news story.
- Refusal to Cover Your Survey. National press such as the AP have hard & fast rules against using vendor-sponsored surveys. Reason: Such surveys often support conclusions in perfect sync with the sponsor’s market or policy position — which in itself is bias.
- Profiling a Competing Industry Leader. Profiles are in-depth looks at prominent companies & their execs, or interesting newcomers. They’re perfectly legit. It hurts when the interviewee uses this platform to trash your position — but that’s his or her opinion.
- Analyst Report Coverage. The reporter writes about a new industry analyst study that omitted your company. Check with your Analyst Relations Department to see why — don’t grump at the reporter.
What Media Bias Is:
- Consistent Lack of Balance. The reporter routinely writes about one company, ignoring its competitors.
- Editorializing. Crossing the line from reporting into editorial commentary that praises or criticizes a company.
- Analyst Weighting. The journalist quotes one analyst who expresses an opinion for or against, with no counter-weight from an opposing analyst.
- Features that “Feature” One Company. Features are trend pieces that cover a key market trend: all major participants, worthwhile newcomers, analyst viewpoints, customer attitudes, etc. If you’re a player, you should be in the piece.
Steps for Combating Media Bias
Face facts: The story’s already history. The reporter can’t undo or rewrite the article just because you called to complain about it. He or she may even pigeonhole you as a whiner. Don’t be mad, be smart. Follow the old maxim, “You attract more bees with honey than with vinegar” (hard though this may be with an angry CEO breathing down your neck and demanding blood for the offending story). Some tips:
- First-Time “Offender” – News Story. If a reporter covers a competitor after ignoring your own recent news, don’t automatically assume a sinister motive. Is the reporter new to the beat? Have you neglected to brief him or her on your own news? That’s your bad. Swallow hard, then reach out and compliment his or her article, remind that you’re in that business, too, and make a point of offering an advance exclusive on your next major news story.
- Second Time – News or Feature. Politely remind the reporter that he or she has again missed the boat on writing a comprehensive piece with all sides represented (like yours). Request an in-person meeting at the reporter’s office, or at a trade show — not to gripe, but to have an honest face-to-face. Bring along a senior exec and a customer to offer an “inside look.” Most importantly, come with news.
- Just Can’t Get It Right. When nothing can turn a journalist around, work the editors instead. By that I do not mean going over the reporter’s head to complain to his superior — a dumb idea that will only make the editor defensive and the reporter angry. Ask the managing editor for equal time in a viewpoint piece. Go all-out pitching the features editor on bylined articles that put your point of view front & center. In other words, offset the damage. You’d be surprised. I’ve seen hostile reporters do a complete 180 after reading a positive viewpoint piece in their own publication.
Are there ever circumstances when it’s absolutely necessary to be confrontational with a journalist? Yes, but this is not for the faint-hearted.
Once when all else failed I called a reporter and, as politely as I could, pointed out his constant editorializing. “No PR person has ever talked to me like this before,” he harumphed. “Well, maybe you’re overdue,” I replied.
We didn’t speak for two months. But the reporter’s coverage did become more balanced. Now he’s an editor, and always gives our clients a fair shake.
Why I think it turned out well in the end: Reporters are in the business of revealing the truth. If your company and story are on the level, you will win out — even if takes time and a little “tough love” to get there.
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Thank you! “Cute” is a word that has not been applied to anything I’ve done since infancy — and likely not even then.
Appreciate that! Sometimes we fear that we will awake to the sound of PR agencies, corp comm staff and journalists brandishing pitchforks and torches outside our window — an admonishment, if nothing else, to forego our regular afternoon nap-time. Glad you’re finding these posts useful.