This episode is a reverse attempt at media relations to understand the thinkings of a journalist, in this case Christopher Beam of Bloomberg Businessweek, and how he chose to write a 5,000 word (or was it 10,000 words?) expose (with great applause to him), Ancient Branding Secrets of The Shaolin Temple.
It’s also a look inside how Jayme Soulati (that’s moi) and John Gregory Olson develop our podder (podcast fodder). We hunt for interesting pieces, put them in a file, and then one day take them out for a back and forth hash on how we would develop a podcast outline. Here’s what’s so odd. This story failed our first pass. The title was fabulous and a no brainer, but John nixed it due to a deeper dive into the story. It was an entirely negative piece about one guy, Shi Yongxin, who is attempting to commercialize a culture that turned into a major crisis. Certainly, media relations, monks and marketing don’t mix!
And then I got to thinking —
I saw distinct branding elements presented by the reporter — mission, vision, products, legal woes, and the influence of social media. When the story becomes fully negative about Shi Yongxin and his escapades to turn a small monastery in China, The Shaolin Temple, into a tourist attraction in Australia, my thoughts turned more to helping companies endure the investigative reporting of national media with knowledge of how the media work.
This episode is an escape from customary thinking. It provides a varied approach to dissecting media products (their stories) and looking always for the negative spin national press take when presenting content. If you combined our episode on IKEA (in the resources below) with this one, you’ll see another perspective on how companies should put together elements for national media attention (not buoyed by crisis).
The Inside Scoop
You’ll have opportunity to hear:
- Tips about the pitfalls of being targeted by media
- Tips for preparation should the above occur.
- Elements of a story
- A discussion about trust and the media
- How not to use the media
- The role media play in story angle development