Smile! You’re on Slanted Camera!

by Charles Brownstein
From Busted #12

Whoever said any publicity is good publicity has probably never been the target of a media sting. Comics are getting more media play than ever, which has its upsides and downsides. The good news is there’s a buzz that comics are cool, which seems to be boosting the business. The bad news is, well, bad news. Sometimes the camera can cast an evil eye that sees the field in a negative light. Busted! examined attack journalism tactics and offers some tips about how to safeguard your store against sordid spin.

Attack journalism is seldom subtle and sometimes sneaky. Many reporters come in with a story already in mind and they’re looking for quotes to support that story. That story may be at odds with the story you believe to be accurate. To counter spin them into understanding where they were wrong is difficult, but it can be done. The most extreme reporter may charge into a store with cameras running and a list of accusatory questions. Others might inject an innocuous interview with a handful of compromising questions.

“These guys are interested in something they can put on the news that is going to be sensational and gather ratings,” explains one West Coast retailer. “One of the techniques they use is setting up a situation, for instance sending kids or even an adult into a store to try to buy something they question. The main angle in these stories is ‘children in danger,’ but in my experience they’re not really on any high moral crusades, they’re looking for an angle. And it doesn’t really matter if the item is legally obscene or actionable, if they can make a program out of it, that’s more important than making a case.”

“Just because they walk in with cameras doesn’t mean you need to talk to them immediately,” explains a Texas retailer. “If you’re the owner, politely tell them that you’re conducting business and that you’d be happy to talk to them if they set up an appointment. If you’re an employee, tell them that they’ll need to set up an appointment to speak with your boss or the store spokesperson. You’re under no obligation to talk to the camera as soon as it arrives and they need to respect that.”

Designating a spokesperson is an important aspect of media relations, hostile or otherwise. Whether it’s the owner, manager, or a well-spoken associate, putting your store’s best voice forward will be beneficial.

When your store spokesperson speaks on camera, the most important rule is to stay calm and professional. “You have to be personable. Speak clearly, speak softly, speak on point, and be aware,” advises a Northern California shopkeeper. “If they take issue with the content of a comic you sell, explain that like movies or TV or any other entertainment medium, there are comics for all sorts of audiences. Show them: take them over to your children’s section, show them your superhero section or manga, or reference, or art comics. Show them that there’s more to comics than fantasies for adolescent boys.”

“Don’t give them anything they can use against you in the edit suite,” advises a New York retailer. “For instance, they’ll say a sentence and try to make you repeat it, or try to get you to agree with it. Or they’ll ask you a yes or no question and try to get you to defend the indefensible. Something like, ‘Have you stopped selling porn to kids.’ You can’t answer that yes or no. If you need to pause to recover from the ambush, then take the time, but not awkwardly. Stay polite, but take control of the situation. ‘Have we stopped? We’ve never sold porn to kids.’ If they have a receipt or something incriminating, then admit that sometimes mistakes happen, but repeat the fact that while it may have happened once, that your store does not do that. Don’t let them use you as a punching bag. Try to avoid getting flustered, try to avoid giving them a reaction shot. Instead admit that there may have been an isolated mistake.”

In dealing with hostile media, as with most matters, the best offense is always a strong defense. One of the best ways to spin away from a negative story is to emphasize the positive things that your store does for the community. The effective PR. spokesperson will always be talking about community involvement, whether that includes freebies for charities, library programs, or reading groups. Community involvement, beyond being a positive point to talk about when the press is around, is also a way to build strong roots and support in the community so if a problem does occur there are some friends around.

Having procedures in place for media relations is also crucial. You should have a written procedure in your policy manual for media relations and should emphasize this point in new employee training and with periodic meetings. Coaching your staff on how to work with journalists or asking a customer who works as a reporter to share their insights will help prepare your store to react intelligently and effectively.

You also want to have a working knowledge of the issues that the media will attack. If the press’ top slam story involves children in danger, then you should have a thorough understanding of your community’s standards for adult material and your store’s procedures for carrying such items. This is already fundamental for doing business with adult material and should be spelled out in your policy manual and reinforced with training and periodic meetings with your staff.

With up to date knowledge of your product mix, an understanding of your community’s values, a pro-active, responsible operating philosophy, and a calm, intelligent demeanor, you’ll be better able to weather whatever storm the cameras whip up.

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