The Brian Williams episode presents a major PR crisis for NBC television. But unlike other major PR crises of recent years, it’s not exactly clear who is the real victim of Brian Williams’ deception, other than Williams himself.
In 2010, when the BP/Deepwater Horizon disaster impacted millions and the Toyota safety issues affected thousands, it was obvious who was most damaged.
As the oil continued to pour into the Gulf that spring, crisis communications expert Alan Hilburg spoke at a PRSA/St. Louis luncheon. Hilburg made the point that organizations must quickly address the concerns of those who are victims of such events as the BP spill, rather than focus attention on the organization’s own needs.
In the interceding years, BP has paid billions to those affected by the disaster, but the company’s failure to address the situation in a timely manner caused irreparable harm.
In the case of Williams, his viewers may be disappointed in his actions but they will, for the most part, be likely to forgive this misstep. The military members who blew the whistle of Williams may be upset, but they, too, are likely to be forgiving. The reputation of the NBC News brand (and his fellow news department workers) may be damaged in the short term, but that can be overcome.
In the early 90s, NBC News survived the GMC truck crisis. The producers of Dateline admitted they rigged an explosion to produce footage designed to slam GMC trucks. Jane Pauley and Stone Phillips read an on-air apology to GM.
The big questions regarding Brian Willams are: Will he, after his current “time out,” issue a full-blown apology and own up to the fact that he lied? Will he be able to resume his duties without continuing to be the butt of jokes, as he has been for the last few days on social media. Also, would he be well-advised to limit his non-news TV appearances?
The main factor, of course, will be money. Should he return, can he maintain current viewer levels, resulting in good ad revenues? If he can’t rehab his reputation, would NBC owe him a huge severance? As broadcast reporters often say as the end of news packages, “only time will tell.”
Rule Number One: Be Skeptical
When we consume information, it helps to be skeptical. It’s a good idea, of course, to be dubious of anything that comes from extremist organizations. Not just their “fake news” but also items that seem plausible.
We should also be skeptical of news and information we receive from the “mainstream media.” Whether it’s a hard news report from Washington or a puff piece in the neighborhood paper, numerous factors determine the content that’s delivered.
Questions worth asking: Is the reporter a friend or nemesis of his/her source? Did the subject of an upbeat item spend ad money on the outlet? Did an editor remove a key element of the piece because somebody took her/him out to dinner? Did a PR person offer an exclusive scoop in exchange for a prominent placement? We can’t know the answers, so everything we read, see and hear should be subject to that healthy skepticism.
No matter the source of information, it’s important to consider that there is no such thing as absolute objectivity. All of us are subject to influences of our upbringing, our schooling, our past and current professional relationships, as well as personal friends and acquaintances.
Mass gullibility is not a new thing. Mistrust of news media is not a new thing. Nor is mistrust of elected officials. (Remember the Maine!)
It’s often necessary to get info from multiple sources in order to obtain the full scope of an issue. The New York Times may play up a certain aspect of global warming, for instance, whereas the Wall Street Journal may try to poke holes in the NYT’s version of facts. The exact truth may lie somewhere between their respective takes.
As a consumer of information, you should be able to know what is being shared as factual information and what is labeled as comment or opinion. Print and online outlets generally do a good job of differentiating. Broadcast and cable outlets sometimes fail to make clear which is which.
In these days of extreme polarization, an open mind can help you get the full picture. Certainly, many individuals will always be steadfast in their beliefs and their prejudices. Some people will believe anything they hear from conservative-leaning outlets and others will put full trust into anything they get from liberal-leaning outlets.
Wherever you receive your information, be it a trusted source or one you view with caution, maintain your healthy skepticism as you determine your own version of the facts. As they used to say on the X-Files, the truth is out there. You just have to find it.
For more on determining the validity of news we receive, you may want to check out these thoughts from NPR Morning Edition anchor Steve Inskeep. Click HERE to link to his article. Even if you perceive NPR to have a particular agenda, you may find his “finder’s guide for facts” useful.
(photo credit: Bruno Meyer Photography; http://www.flickr.com/photos/55293868@N08/31907319405; http://photopin.com; https://creativecommons.org/licenses/by-nc-sa/2.0)