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Stay Tuned, Here’s What’s Coming Up….

Stay Tuned, Here’s What’s Coming Up….

This morning the local NBC TV affiliate hyped an upcoming news report about a “hard landing” at the Providence Airport overnight. When the story was finally read, it took 20 seconds with no mention of which airline, the type of plane, comments from authorities, or any damage. They did say, “There were no injuries.”

In other words, this was either a non-story used to hype the newscast (plane landing problems) or it was a worthwhile story which the station couldn’t be bothered to assign anyone to investigate to gather details (this is called “reporting”).

The internet in particular and media in general tend to report nothing, or simply repeat what we already know. The morning “news” is full of the same stories repeated for hours interspersed with weather and traffic reports every few minutes which, of course, never change from one report to the next. Oh, yes: And plenty of advertising, because that’s really the point for these stations.

When you deal with prospects and clients, make sure you provide insights, interpretations, and changing observations. The “news” has become generic. You can’t afford to be.

Most of us know when there is no “there” there.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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