Points Well Taken

I asked for feedback about media coverage of the Virginia Tech shootings (April 19), and I got it.  A few didn’t mind me sharing their thoughts.  Some mixed reaction though to whether the media went overboard and why.
 
Minneapolis reporter and blogger, Jason DeRusha, of WCCO-TV faces angle issues daily.  He shared how some people in his newsroom were ready to move on from the story within 48 hours of the spree.  He was surprised by that, and I was too.  His points about how not everyone is watching news 24/7 are well-taken:  “So if I check in on CNN at 11am, I want to know what’s happening with VT.  If I check in at 2pm the next day, I also want to know what’s new.”  Sometimes media organizations need to really put their “information provider” hat on and keep it on for awhile…in order to make sure everyone has the basics of the story making big headlines.  After all, the general public doesn’t usually behave like reporters and editors, reading news wires minute-by-minute and watching nearly every story out there about a certain topic.

P.R. pro Tyler Richter of ASI Communications firmly believes the story comes before the angles of the story.  But he points out, “Once a story like Virginia Tech breaks, America’s appetite for new information is almost impossible to satiate.”  I’d agree with that.  But I’d also add that media organizations sometimes help create that appetite by pining and panning for new angles.

I had an interesting conversation with a radio executive recently, which helps underline the importance of story control.  We were discussing another big story that has race and human relations implications.  She pointed out how her organization always looked for not only “new” angles but also ones that would be thought-provoking and not over baked.

I guess the public should feel good these kinds of discussions take place within media and public relations outlets.  People should also realize they have the power to participate in the conversation.  E-mail your media outlet of choice.  Let them know what you think of their coverage.

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