How to Manage if the Media Machine Turns on You?

If you’re a leader or influencer your team may spend considerable time seeking favorable media coverage. And those of us who work in strategic communications spend hours trying to secure coverage for clients. But we’ve also been on the receiving end when a client goes viral and responding to media and podcast inquiries feels like drinking from a fire hydrant.

You likely know that media coverage can boost credibility while also allowing your audience to find and engage you. To be clear, media is broader than print, radio and TV. It also includes social media and digital platforms and outlets.

What Happens when the Media Machine turns Against You?

What happens when multiple platforms and outlets deem you a problem that must be extinguished. Alternatively, what happens when the media decides you’ve done something wrong and believes it’s their job to hold you accountable.

The answer is simple; you can experience a sort of hell on earth.

You can be hounded, harassed, and cajoled into responding to the many inquiries lobbed your way.

That’s because when members of the media really want the story, some will move heaven and earth to get it. For instance, I’ve heard of journalists not only calling repeatedly but showing up, unannounced, to subjects’ homes and offices. After a major crisis in Dallas a few years ago, a client told me some members of the local press went to their home seeking an interview. Rather than focusing solely on recovering from the traumatic experience, this client was dodging journalists.

Additionally, when social media decides an issue has currency, content creators will ride the wave until a new trend emerges.

Even if you elect not to offer comment, that doesn’t stop the media from covering the story; just without your perspective.

This zest for landing big stories is true in most cases with hungry journalists or content creators, but it’s painfully true when journalists fail to see and honor a subject’s humanity.

And unfortunately, many people – including journalists – do not see the humanity of people who they have “othered.”

This means that even when you’re engaging with reporters who are not openly hostile, marginalized groups must often contend with bias, harmful narratives and dehumanizing frames.

Remembering Professor Arday

There is no better example of the tenacity and ruthlessness of some in the media machine than Jason Arday. Arday was a partner, father, brother, scholar and friend. He was the youngest Black professor at Cambridge University. Some observers and colleagues accused Arday of plagiarism and he was relentlessly scrutinized by  some in the British media.

He reportedly felt he couldn’t go on. Arday ultimately died by suicide after dozens of media inquiries, news stories, and campaign-like efforts to “uncover the truth.”

While we express our deep condolences to his family, I also want to illuminate options for what you can do if you become the subject of harmful coverage?

Seek Support

It is important that you do not navigate bullying or harassing coverage alone. Seek professional support from therapists, objective colleagues and crisis communications teams.

Consider Your Legal Options

Consult an attorney to determine options available to you.

Create as Much Distance as Possible

Consider enlisting astute friends and colleagues to support you in responding to media inquiries. It could also be your PR team. The bottom line is to try to create distance between yourself and the media outlets who may not have your best interest at heart.

Alternatively, what might you do if you, on the other hand, witness a digital media pile-on, where multiple content creators pile on to one person or another?

Avoid Joining the Fray

You may have a perspective that no one has shared or illuminated, and that’s one thing. In this situation, you may consider whether it makes sense to issue comments. If you comment, consider quickly sharing your perspective and moving on.

Ask Yourself What You Gain

If you witness a digital media pile-on, ask yourself how you benefit from joining the conversation.

Remember We’re All Human

Celebrities, entertainers, authors and scholars are real people with real emotions. It can be easy to see them as “other” because many are outside of our direct reach. This isn’t a plea against accountability, but it’s a question of when is enough, enough? At what point do we ask ourselves if we want to be treated the way we’re treating other human beings?

I know these are complicated issues that deserve time, care and attention. I also know that as much as leaders crave coverage, some coverage can harm. If you are in a crisis and are struggling with an onslaught of unfavorable attention, know that you do not have to walk alone. Click on the blue consultation button in the top right hand corner of the site. We look forward to supporting you.

Jennifer R. Farmer is the principal of Spotlight PR LLC. Check out all blog posts and subscribe for regular communications updates.