When the Media’s Preconceptions Shape the Story – Matt Mullenweg on ‘Overnight Success’

WordPress’ Matt Mullenweg on dealing with the media:

"One thing I’ve noticed about talking to certain types of press, particularly mainstream, is that they have a pattern in mind before they write about something, and the better you conform to the pattern the more coverage you get."

Which comes first, the great story idea, or the research that leads to a story?

Mullenweg’s right. Quite often, the angle for the story has been agreed to in the early stages, and the reporter may be motivated to find examples that bolster the original angle.

If the reporter gets pulled in a different direction, they will have to enter negotiations with their editor to let the story develop in that direction. A good journalist with lots of time, may adapt, and follow the new angle, if it makes a good story. An overworked journalist (and most of them are, these days), may not want to complicate things.

Mullenweg continues:

"I think what they really want is an unusually young founder, possibly with a partner, who stumbled on an idea in an epiphany moment, implemented it in days, and then enjoyed overnight success, preferably capped with some sort of financial hook such as a huge VC funding or selling out to a large company for millions of dollars.

"It’s not uncommon to get leading questions trying to hit a point in the above patterns…"

When dealing with a journalist, you need to probe a little for their angle, and the point they’re going to try to make with your example.

If the point is patently false, or you aren’t comfortable with the angle, you may need to back away from the interview.

But remember, it’s the reporter’s story. You can’t wrestle it out of their hands and make it into a different story. If you agree to be interviewed, you have to resign yourself to the fact that facts may get jumbled, interpretations may be made that you completely disagree with. That happens sometimes.

If you can’t handle the occasional media misinterpretation, you shouldn’t be dealing with the media at all.

Of course, if you have your own blog, like Mullenweg, you can tell your own story, using the words and the context of your choosing.

Ain’t social media grand?

Matthew Ingram comments.

Previous posts:

• Wired and Microsoft – Behind the media curtain
• Don’t Babble to Fill the Silence

Tags: matt mullenweg, wordpress, reporters, media, distortion, journalists, news, blogs