An experience I had yesterday refreshed my appreciation for media relations people in charge of brokering the relationship between executives and reporters.
A couple months back for a magazine story I interviewed a retail bigwig who has built a private golf course. He wanted the story to be about the golf course; the magazine--not being a golf magazine--wanted the story to be about him. I told him it would be about both. He reluctantly agreed, mostly at the urging of his golf course manager, who needs to build membership and wanted the publicity.
It was about both, but it opened and closed with the personal angle: Why would a guy (who doesn't even love golf all that much) build his own golf course?
Everybody loved the piece, from the editor to the manager of the golf course. But the bigwig, not so much.
He called yesterday to tell me there was too much about him, not enough about the course. I reminded him that in our interview he regaled me about his business career in great detail, and I wondered aloud why he thought I wouldn't use that information for the story.
He didn't answer that question but he said, "If I had a chance to approve this story--and you never get that--it would never have appeared."
Now this is a smart guy. He seemed like a pretty nice guy. But he's been living too long in a world where he gets to control everything, and where the whole purpose of everything is to make a dollar.
He's forgotten that other people have other purposes and values--good storytelling, for instance--and that sometimes other people get their way.
My phone call with this guy was no skin off my nose. But I really do feel bad for the golf course manager, who was tremendously helpful to me and in thanks, probably got the brunt of this: I told you I didn't want to do this Goddamned story ....
I wonder if there are any media trainers out there who, in addition to their tactical tips, give a decent lecture on the fact that interviews can be controlled but stories can't—and shouldn't—be directed by CEOs.
Comments (9)
I believe you when you say the guy is smart, but how can a "smart" guy not understand that the story as you wrote it will do him a world of good?
Or to put it another way, why would a "smart" guy put being in control ahead of receiving benefits from unexpected sources?
Posted by Jane Greer | June 12, 2007 8:48 AM
Posted on June 12, 2007 08:48
Well, there's smart and then there's wise ......
I think business people in our money-obsessed society--like star jocks, in our sports-obsessed society--become disoriented after a lot of years living in a world where they're never reminded that the whole world does not revolve around their world.
A pal of mine got paired up in a golf outing recently with a guy who drives stock cars for a living. When my pal told him he didn't know who he was because he doesn't follow car-racing, the dude looked at him like he was Mongolian or something.
Posted by David Murray | June 12, 2007 8:57 AM
Posted on June 12, 2007 08:57
If you find a media trainer out there who can teach me to get The Bosses to let go a little, please let me know. That's a webinar I'd sign up for in a flash.
Posted by Rebecca | June 12, 2007 9:27 AM
Posted on June 12, 2007 09:27
This is a core issue, linked to most communicators' heartburn and angina: how to get The Boss to either stop trying to control stuff he's clueless about--or LEARN about and PRACTICE good communication, dammit.
David, can you help arrange a Ragan webinar for communicators on how to help The Boss "Shit or Get Off The Pot"?
Posted by Jane Greer | June 12, 2007 12:45 PM
Posted on June 12, 2007 12:45
Jane - as always you make me laugh out loud!
David - much as I love the idea for the webinar, could you possibly call it something else? There's no way in hell I'll get my boss to let me sign up for the one Jane threw out there, apropos though it might be ;)
Posted by Kristen | June 12, 2007 4:45 PM
Posted on June 12, 2007 16:45
Sorry, Kirsten. I wish you'd spoken up sooner.
Ragan's Shit-or-Get-Off-the-Pot Media Relations Webinar With Jane Greer® is already in production.
Posted by David Murray | June 12, 2007 6:27 PM
Posted on June 12, 2007 18:27
Sign up by July 1 and get one turd off.
Posted by Jane Greer | June 12, 2007 10:09 PM
Posted on June 12, 2007 22:09
I'm in, that's if we can hold it in Roseburg, Oregon (pop. 20,000). That's the only way I can afford it, but I'm pretty sure that the Holiday Inn Express meeting room is always open, and we have vino all around in area vineyards.
Posted by Eileen | June 12, 2007 11:27 PM
Posted on June 12, 2007 23:27
I'm in, that's if we can hold it in Roseburg, Oregon (pop. 20,000). That's the only way I can afford it, but I'm pretty sure that the Holiday Inn Express meeting room is always open, and we have vino all around in area vineyards.
Posted by Eileen | June 12, 2007 11:28 PM
Posted on June 12, 2007 23:28