By: Mike Brannen

The last, truly great advantage TV broadcasters have over other media is the ability to air live pictures. A satellite feed, a microwave signal or a picture from a helicopter takes viewers to an event they would otherwise not be able to witness firsthand. More recently, live pictures that turn comical become fodder for YouTube and other Internet sites. If I speak on behalf the biz, I think we are okay with that, as long as it doesn’t embarrass the station.

Live pictures aren’t always sources of hilarity. TV crews are often faced with the challenge of following crime, or violence, or activity posing a threat to our communities. Part of our job is to let viewers know what’s going on in their neighborhood to ensure their safety. I feel this is where we are fulfilling our utmost duty. However, covering precarious live situations come at the risk of jeopardizing viewers’ sensitivity.

On June 6th, at 6:00 A.M., our station got word of a bear roaming between houses. We sent a helicopter to the neighborhood to follow the bear and monitor the Department of Fish and Wildlife’s efforts to track the bear. Live on air, the bear emerged from some brush, and scrambled toward local police officers.

They shot the bear, and the bear went down.

We broadcasted it live as our anchors and helicopter reporter looked on. Immediately upon the bear’s shooting, our helicopter photographer zoomed out. Moments later, our producing team asked the photographer to slowly zoom in on the bear one more time. We were confirming if the bear was killed or tranquilized. We saw the pool of blood and again hurriedly zoomed out. You can see the video of all of this at KIROTV.com

Viewers flocked to our Facebook page, Tweeted us, and e-mailed us in response. Reaction was widespread. Some were angry at the police officers. Some found no fault with us. Some were angry at us for airing it. A few of those said they would never watch our show again.

I come from a journalism background in which a key principle of reporting is to minimize harm. I was taught to believe this is not a black and white issue. If it was, then our fear of offending our audience would have demanded we drop the bear coverage and report our other stories. Yet, this would be a disservice to the people in the neighborhood where the bear was roaming. Bears force schools to lock-down. They are unpredictable and pose danger. We owed it to our viewers to make certain the bear situation was controlled.

A few comments suggested we should have known the officers would have bullets. Did we know without a doubt that police would shoot bullets? No. Could we have assumed that they had bullets? Yes. But, our duty is to confirm, not speculate. We zoomed in on the bear one more time not for juicy TV, but for the sake of having the right facts. Since the live airing, we have not broadcasted again on air the shooting or the pool of blood.

Keep in mind that if the bear wasn’t shot and killed, there wouldn’t be any discussion, and no one would have angrily second guessed our decision. Since the bear was killed on air, suddenly our broadcasting choice appeared callous, insensitive, and blood-thirsty. We were at the mercy of live news, where outcomes are not always picture perfect. I support our decision because the duty the serve the community was the greatest interest in this story.

Any final advice or warning I can give, is to tread carefully. The stories we cover may get dicey, but our mission remains the same. We must remain dedicated to informing our viewers, while recognizing their sensitivity to what we air. Despite this burden, we in the TV biz are privileged to provide live pictures to our audience.

Mike Brannen is a morning newscast producer for KIRO7, the CBS affiliate in Seattle. He recently received a Master’s Degree from the University of Missouri-Columbia and completed his thesis, Motivational Use of Twitter. He previously worked multiple positions at KOMU-TV in Columbia, Missouri during the past four years.

By: Mike Brannen

I hope the last three weeks have been a learning lesson to you all. Mr. Weiner has chosen to resign amid the personal photos of his, which were sent to women besides his wife. We in the media know that the people we cover aren’t perfect. We all make mistakes. The important thing in life is to learn from
mistakes. Especially when we see other people make mistakes.

As you all witnessed, a media frenzy developed amid the release of photos sent by Mr. Weiner, and his non-denial of taking those photos. While we media love a juicy story, we aren’t absent of empathy. Some of us felt bad for him. We knew this would not end well for him because he refused to acknowledge he was in those first photos.

Ultimately, he came clean, and chose to resign. But, the handling of the scandal has tainted his name and tarnished his image. So, other public figures, if there is a deep secret you carry, and the slightest bit of info becomes revealed, here’s what you do:

Don’t deny it. Don’t ignore it. Don’t try to duck it.

The media, with the help of social media, are now experts at digging through your dirt. There’s no escaping us. However, there is a way you can diffuse our ability to drag your name though the mud.

Follow these four steps:

1) Admit Wrongdoing—early

It’s called “stealing thunder.” Announce your mistake early on in the game. People respect honesty. They will admire your ability to face scrutiny.

2) Take Responsibility

Most mistakes are centered on one person. Claim it as your own and be accountable. Blaming others only makes you look worse.

3) Apologize

So easy. Just say you are sorry. The media notices to who you apologize. Make certain you apologize to the people who clearly were hurt the most. Don’t be generic, but specific.

4) Promise to Never Repeat Your Mistake

This one is a little challenging. Sometimes there’s a good chance you will repeat your mistake, but at least try to show some remorse for what you’ve done. If you stay clean, this statement pays off dividends.

Remember, the media has the power to influence people’s opinions. Your scandal will forever be attached with your name because of your wrongdoing, but people’s perception of your image can be positively persuaded to your favor. By following those four key steps, you ensure your legacy maintains some level of respect, despite your mistakes.

Mike Brannen is a morning newscast producer for KIRO7, the CBS affiliate in Seattle. He recently received a Master’s Degree from the University of Missouri-Columbia and completed his thesis, Motivational Use of Twitter. He previously worked multiple positions at KOMU-TV in Columbia, Missouri during the past four years.