How About More Of This?

There's been quite a bit of talk lately about the strategy of the presidential campaigns in "using" local media availability to get their message out, and cynics opine it's because the rubes in the hinterlands are easy marks and won't ask tough questions. I'm one of those cynics, but the latest softball turned hardball and it would be nice if we local broadcasters held the glitz candidates to a similar standard.

This strategy is called "free media" because it turns to be another opportunity to enhance the candidate or campaigns brand or message without having to pay for it. Stations usually like to belly up to the bar for "free media" opportunities because we think it enhances our own brand, so it is few and far between when we actually treat it as a chance to treat the politicians like -- well, politicians.

Check out WFTV Orlando's satellite Q&A with Senator Joe Biden; it's pretty clear the anchor's strategy was hit-'em hard rather than the usual easy going...



This "cost" the local station; the Obama campaign cancelled another interview, this time with Biden's wife, and notified the station they were persona non grata for future interviews. I'm sure the station is absolutely crushed at the news they won't get to interview Jill Biden, who isn't running for any office. It also shows how the campaigns running for the most powerful elected office in the free world can't stand the heat when they visit the kitchen and have to defend or explain themselves against their most vigorous critics. Maybe this is why there are really so few head-to-head debates and unrestricted town hall format discussions.

It really isn't a partisan issue, examples frequently come down to the way the GOP goes overboard managing access to VP candidate Palin. She was far more photo-op than chat time not only with the softball locals but also the big media outlets, although national correspondents now say Palin's talking with them on the campaign trail far more than Biden. It shows the way the pendulum swings.

Overall, anytime local media gets the opportunity for a sit-down, the campaigns figure we'll lob easy questions such as "Gee, how are you liking (my city/state/region, just fill in the blank)?" so the candidate (Obama, McCain, Palin, Biden, spouses, again fill in the blank) can answer what he or she thinks they should have asked or they'll provide the soundbite on how tasty the local fine dining is (Stricklands, Swenson's, Skyline, Luigi's, fill in the blank.)

I'd suggest that strategy has merit because more local voters watch local TV, and besides the local broadcasters all want to showcase their "exclusive" three minutes one-on-one with the big names. Makes us look more important, even if we do treat the opportunity more like a photo op promo than a chance to hold feet to the fire and do what should be our jobs: cut through the bull and get 'em to the point. Make them respond to what their critics say; make 'em answer the questions the toughest voters ask; put 'em on the hot seat rather than add to the buildup of inane spin that seems to substitute for political coverage.

Kudos to WFTV for having the guts to jettison the same-old, hackneyed coverage model and doing the service to remind us all the media does a better job confronting and challenging than it does adding to the spin din.