The main stream media(MSM) has lost it’s way and I don’t think it is ever coming back. Bloggers and social media are fast becoming the new reliable news source as the MSM has just become a regurgitation machine for businesses. A glowing example for me of this is from the real estate industry. They take full advantage of the PR process to get their message out that it’s always a good time to buy.
“News” as it’s called at the end of this process starts off in a boardroom and in this case, the board room of a large national real estate firm. The product for this company is real estate and in order for them to make money, they need to move tons of it. So they craft a message that makes buying real estate a smart decision regardless of the fact that buying real estate right now is a terrible decision. This time the message was;
“Single-family homes remain the most popular property type among both Baby Boomers and Generation Y, according to Royal LePage survey”
The message doesn’t really matter for the point I’m making here as the semantics may change but the message is always about moving product.
They started off by hiring a firm called Leger Marketing to do a poll.(Just as an aside, Polls are also about as accurate as weather forcasts) They then put the data together and create some scientific looking metrics that prove or attempt to prove their point. The data and findings are word-smithed and wrapped up in a nice bow and fed into the Newswire.ca Press Release distribution machine. For a few hundred bucks anyone can send a press release to every news desk in the country or world if they choose.
The MSM news desks comb through these advertisements, I mean press releases and choose the ones they want to make into “News”. They then “write” a story or cut, paste and paraphrase the press release and you get this.
Here’s the Press Release that Royal Lepage paid to send to Canadian news desks earlier this week.
An then the regurgitation began…
The sad part about all of this is that it is so easy for the general public to be manipulated. The process above can be done for less than $500 dollars by almost anyone who is good at story telling.
This weak example of journalism has gone on for years. People are getting smarter and are losing confidence in the reliability, accuracy and supposed unbiased information coming from the “News”. Unfortunately the baby boomers that these messages are targeted at are the one’s that still have faith in the accuracy and reliability of the “news” and hence the ones that are being deceived the most.
With the news business now operating like this, I’m still confused as to why main stream media executives wonder why they are all going bankrupt?
More Related articles based on the Royal Lepage Press Release
- Almost half of Boomers say they are not interested in downsizing homes: survey (business.financialpost.com)
- Nearly half of Baby Boomers have no intention of downsizing (calgaryherald.com)
- Nearly half of baby boomers don’t plan to downsize: report (theglobeandmail.com)
- Boomers, Gen Y prefer houses over condos: survey (blogs.vancouversun.com)
- Baby boomers may be planning to move, but not into condos (thestar.com)
- Calgary house prices forecast to increase 2.5% this year: Royal LePage (calgaryherald.com)
- Royal LePage expects mild dip in 2013 (metronews.ca)