The Media Killed The Media
Leaders Must Take Advantage Of The Media's Failure
Like many of you, I’m exhausted from the political season but I’ve been tired of what we have endured for a very long time. While the pundits are shaking their head and wondering how a “convicted felon” and “insurrectionist” won the presidency, I have an idea how it happened.
It turns out that America doesn’t like liars.
I’m not talking about politicians because we’ve known for a long time that lying is part of that job.
I’m talking about the media and this is very good news for law enforcement.
The problem isn’t that the media is extremely biased. It’s because they aren’t honest about their bias.
If you don’t believe me, read any court document after a defamation lawsuit and the first filing by the news organization is their claim that they can’t be sued for defamation because they are only giving their opinion. I have no problem with media opinions but the problem is that they don’t tell you they are giving an opinion.
It appears that the majority of America has finally figured out what law enforcement has known for a very long time. The media is nothing but a bunch of corrupt liars and because of that, they have lost the ability to influence the masses on just about anything.
Last week’s election serves as prima facie evidence.
If the media was trusted, then how do you explain America electing Hitler?
Sure, the media simply pivoted to calling voters racist but they are lying to themselves. Their business model of deception is over and in a few years, they will not be able to financially exist. In fact, MSNBC and CNN are currently for sale but as of today, no one wants them.
How do I know the media is walking dead?
President Trump or “Fascist” as the media called him, expanded his voter base from 2020 in every age group except one…65 and over.
The 65 and over age group just so happens to trust the media more than anyone else and here’s a hint…That audience won’t be around forever.
Law Enforcement Must Take Advantage
This applies to law enforcement leaders in a very real way. For close to a decade we have sit back and let the liars in the media destroy us and we rarely fought back. I’ve been discussing this in my seminars for years and I’ve upset more than a few traditional public information officers but why are we continuing a 1995 approach to media relations when the vast majority of Americans have no trust in the media.
If the citizen doesn’t trust the media then why would we trust them with our message?
You Are The Media
Pinal County Sheriff Mark Lamb may be the best example of this. I’ve known him for years and we recently spoke at a conference where he combined Courageous Leadership with how to deal with the media. He’s been so successful that the local media has stopped interviewing him. When they did, he would record his responses and send those “un-edited” answers to his social media audience.
The community trusts Sheriff Mark Lamb more than the media and they pay attention to what he says because he is honest. While Mark is certainly a unique personality, his agency takes the same approach and they get way more views on YouTube than national news broadcasts.
Where Do I Start
The first place to start is to start and stop doubting yourself.
I get it. You aren’t Sheriff Lamb and you don’t wear a cowboy hat but that is not an excuse to not start. Other than being liars, the media is dead because they are just now realizing the internet exists. Media is now consumed online through streamers, podcasts, YouTube, etc and while they may pay Rachel Maddow 30 million dollars a year for no one to watch, random online personalities are driving the news because citizens can watch them and know they aren’t being lied to every day.
What Do I Do
We cover extensively in our seminars along with the success stories but it’s pretty simple. You don’t need fancy equipment and that device you are likely reading this on will be sufficient. Commit to posting on a regular basis to your social media with the information you want the public to know.
Use short videos or articles. Show pictures of your department’s activity and provide a mechanism for your audience to reach out to you for any questions or concerns. When a critical incident occurs, tell your citizens directly through YOUR media channels and make sure to constantly update them at the same place.
Sure, there are times you will speak to the media but make sure that your audience hears it directly from you and if you deal with a media outlet that misrepresents you, it’s time to kick them off the island. They no longer have access to you or your agency.
That may sound drastic but if you truly care about community trust, you will stop letting one of the most untrusted institutions in America tell your message.
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Dr. Travis Yates retired as a commander with a large municipal police department after 30 years of service. He is the author of “The Courageous Police Leader: A Survival Guide for Combating Cowards, Chaos & Lies.” His risk management and leadership seminars have been taught to thousands of professionals across the world. He is a graduate of the FBI National Academy with a Doctorate Degree in Strategic Leadership and the CEO of the Courageous Police Leadership Alliance.
Very wise advice. Don't send releases to the media. Post releases where anyone in the public can read them and send a link to the press. It's like Tom and Jerry - they keep figuring out new ways of being dishonest.