Headlines capture attention. They seldom capture the full and true story. That is not necessarily good news.
Increasingly narrow spans of attention are compounding the issue of people not having the full facts and balanced presentations of consideration. Consequently, informed, objective and detached decision-making is becoming rarer.
This is important for the consumers of news, reports, and texts (business leaders in particular) because it is on these bases that perceptions, expectations, investments, decisions, actions, expenditures, budgets and plans are formulated, documented and implemented.
STUDY THE SOURCE
Journalists and reporters seldom write or influence headlines. Therefore, a noticeable divide exists between the stimulating of interest and the outlaying of underlying realities.
Directives from mass media editors, managers and business owners on content, orientation and objectives often determine topics, messages and emphases. In essence, the overriding narrative is set. Inputs from external resources (spheres of influence if you will) tend to be affirmations of contentions or hypotheses. Countervailing, conflicting, or contradictory opinions inevitably are screened out, filtered or edited.
In many instances these circumstances and characteristics are not transparent, to those seeking information and input for their planning processes.
WHAT DO YOU BELIEVE
All reporters, journalists and media commentators should be investigative by nature and as a consequence of their education, training, experience and nurturing the operative word in the preceding sentence is should. Prevailing corporate cultures impinge on free thinkers. That is apparent in the storylines of competing media outlets and channels.
Thinking consumers of media output look for, appreciate and value balanced presentations with for and against propositions carefully and clearly detailed. Most are happy to make their own conclusions and decisions, and to accept responsibility for the consequences.
In periods of intense competition, innovation, change, disruption and geopolitical turmoil risk tolerance trends to decline and the premiums assigned to effective risk-management are increased.
The bottom-line is to be wary about readily accepting at face-value media storylines.
READ BETWEEN THE LINES
Market research, like mass media stories, contain innate biases. Simply conducting a study or writing/broadcasting/telecasting a story is selective. So too are the questions asked (and not asked) or the medium chosen. Targeted audiences, sample sizes, the degree to which technology is applied, timing and the length or scheduling of interactions can and do materially influence responses and outcomes.
Therefore, it is prudent to contemplate the intent or purpose of subject matter. Invoking that process will often enable assessment of relevance, resonance and worth.
Conscious and intended repeat exposure to missives, introducing personal perspectives (paradigms for the ‘engaged’) can and do provide invaluable insights and overviews. The investment of additional time is usually rewarding. That is good news, particularly for business leaders.
INTUITIVE CONCLUSIONS
In the contemporary over-communicated world in which we live and do business selective perception can be a virtue. Limiting focus and exposure does enhance productivity and chosen outputs.
The artform that needs to be utilised is the actual selection of which headlines are pertinent, beneficial and potentially advantageous.
Yes, it is itself subjective and of questionable value. However, conscious screening is personal and therefore “ownership” and accountability is forefront.
Much of the mass media content throughout the USA is commentaries, rather than objective, detached, detailed and balanced reporting of the facts. Joe Friday, (1950’s radio program “Dragnet”) where are you, when you’re needed? Accept that all media communications can, and should be reduced to:
That’s one point of view
Recognise, respect, and utilise it as such. Seek out alternative authorative sources.
For deep and meaningful analysis… Do your own.
Barry Urquhart
Business Strategist
M: 041 983 5555
E: Urquhart@marketingfocus.net.au