There is a negative connotation to the phrase “flipping the narrative”. Some might call it “spin” or “propaganda” and find it dishonest, but that is not always the case. Take Wells Fargo for example.

The California Department of Insurance accused Wells Fargo of issuing nearly 1,500 insurance policies without their customers knowledge or permission from 2008 to 2016. The bank agreed to pay a $10 million penalty in January 2019 as part of a settlement agreement. This caused severe brand perception causing customer trust to free-fall.

So how to rebuild that trust? The bank took the steps to acknowledge what it did and that is was wrong and flip the narrative to move the story forward.

Check out their video that was posted to YouTube.

As you can see, the video walks the viewer through the history of the bank with a dramatic fade to black and no audio after their mistake was shown. The effect of going to black sends a powerful message that shows they knew what happened was wrong. The video then picks up with a sense of optimism about the future and how it is moving forward to regain customer trust.

I realize this is just one video, but I found the courage to produce and post it extraordinary. Nobody likes talking about past mistakes and I can’t imagine the suits in the corner office being comfortable with reminding people what they did, yet America, if nothing else, loves to forgive.

Remember Mike Tyson (arrested and charged with raping beauty queen Desiree Washington in 1991) who ended up starring in The Hangover? Other celebrities like Robert Downey Jr., Mark Wahlberg and Martha Stewart have all been able to resurrect their careers after various offenses.

I get the Wells Fargo is an institution and not a celebrity, but it does feel that Americans can find it in themselves to forgive, especially when someone, or something is willing to own up.

Advertising is often a hit and miss proposition. Some ads generate tremendous buzz and resonate with audiences, while others miss the mark altogether. That being said, I have to say I am a little surprised at the backlash Peloton is getting on their latest TV commercial.

The commercial begins with a young women whose spouse/partner surprises her with a Pelton bike on Christmas morning. She then chronicles her yearlong fitness journey on her phone and makes a video diary that she plays the following Christmas.

So what’s the problem? Many people (I assume they are not BOTS or the Russians) on social media are blasting the ad for using a thin, young women who apparently does not look like she need to exercise. Some have gone so far as saying the ad had a dystopia vibe and brought visions of a horror film.

While criticizing an ad is not uncommon, the fact that the company’s stock lost 9% of its value in one day will certainly make people in the corner office take notice. A representative for Peloton released a statement to CNBC, stating that while they “were disappointed in how some have misinterpreted this commercial,” they were also grateful to their existing community.

One of the problems Peloton faces is that their “existing community” is pretty small. The bikes are really expensive. The basic package runs $2,245 with membership costing $39 a month and you need to figure out where it fits in your homes décor.

The ad missed the mark, not on the messaging, but the delivery. The women appears terrified at times and it feels like she is being forced to ride. Perhaps if the spouse/partner joined in and made it a fun, family thing, it would have gone over better.

The whole thing comes across as snobbish and arrogant, but then that’s how I picture the people that own one.

Facebook is once again changing the media landscape. The social media giant has announced it is creating Facebook News, a new section of content available that will feature a variety of different news articles.

The stories will come from outside sources, not Facebook employees and will use algorithms to deliver personalized recommendations for further reading. News Corp, The Washington Post, Bloomberg, BuzzFeed News, the Los Angeles Times, CBS and Fox’s owned-and-operated local stations are the first media outlets to provide content.

Not everyone is impressed by this announcement.

“It’s great that Facebook is willing to pay The New York Times and Washington Post, among other national news organizations,” Larry Gilbert, Jr., the audience engagement editor for the Sun Journal newspaper in Lewiston, Maine told CNN.com. “But while the tech giant is doing that, newspapers in smaller markets across the country are closing up shop and every day more of America is becoming a news desert.”

There is no doubt the landscape of news is changing. Local newspapers struggle to survive leaving communities with little or no information on what is taking place.

The Pew Research Center reports 71% of U.S. adults think their local news media are doing well financially. However, the study also revealed 41% of Americans say they prefer getting their local news via TV and the 37% prefer it online which is dramatically different to those who favor a printed newspaper or the radio (13% and 8%, respectively).

All of this does not bode well for local newspapers. According to an Associated Press analysis of data compiled by the University of North Carolina, 1,400 cities and towns across the U.S. have lost a newspaper over the past 15 years.

Much like other media industries, local ownership is fading with companies like Gatehouse Media Inc. (the nation’s largest newspaper company) buying up the mom and pop shops. Many of these large newspaper companies are owned by hedge funds or other investors who have no interest in anything other than the bottom line.

While print maybe out of fashion, one still hopes that local communities can take advantage of and even embrace new media to keep citizens up to date on news that have a direct impact on their lives. Perhaps it might even be Facebook News.

Racist

A person who shows or feels discrimination or prejudice against people of other races, or who believes that a particular race is superior to another – Dictionary.com

Do not use racially charged or similar terms as euphemisms for racist or racism when the latter terms are truly applicable – AP Stylebook March 29,2019

The word “racist” has been widely used recently following President Trumps recent tweets about four Congresswomen who came under attack…

In the past, the AP Stylebook (the holy bible for reporters and editors) urged journalists to not use a derogatory term in a story that has racial overtones unless “it is crucial to the story or the understanding of a news event”. It goes on to suggests to “flag the contents in an editor’s note”.

My how times have changed. The news agency now says terms such as “racism” and “racist” can be used in broad references or in quotations to describe “the hatred of a race, or assertion of the superiority of one race over others.” Journalists are now encouraged to report an incident racist if it is such, rather than tread softly around the word.

One example given by the AP was…

Mississippi has a history of racist lynchings, not a history of racially motivated lynchings.

So why does that matter? You need to understand that making a change to the AP Stylebook is like the Catholic church updating the canon law, it does not happen very often. Still, why should the public care?

If you still believe that not all news is fake and reporters are attempting to accurately describe what is taking place, using the right word is critical to eliminating as much confusion as possible (knowing that nothing is ever 100 percent fool proof) when it comes to telling the story.

The words journalists use can have a profound effect on people and, in today’s world of social media, blogs and other so-called news outlets, accuracy is more important than ever.