Think about it. The media decide

whether you are worthy to be mentioned.

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They decide which events are important

enough to draw attention to.

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They decide when to “break” a story.

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They determine who’s right.

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They decide who’s wrong.

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They determine whether

something makes the front page

or is buried somewhere.

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Not only do they tell us

what to think but they also

tell us how to feel.

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Today’s television “journalists” offer

as much opinion as fact.

And they won’t even apologize for it.

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Ever wonder where the

Anthrax killer went?

I guess he just “went away.”

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Everything seems to go away.

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San Bernardino went away.

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Nice’s truck terrorist only

took eighty something people out.

“It” went away.

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Orlando shooting?  Say what?

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Who cares about the priest who

was beheaded in Normandy or

the Germans gunned down

at the mall?

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Wait a minute.

Wait just one minute.

Doesn’t grief last more than

a day?

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How many times do we have

to hear “our prayers are with

their families?”

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No they’re not.

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By the time you read this…

who knows what else will

have happened.

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What we do know is that Hillary

and Donald’s every utterance is

of gigantic importance.

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Don’t dwell on terrorism…

just focus on their hair.

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The media believe

we have no memory.

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They think that we believe

everything that they tell us.

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Maybe Marshall McLuhan was right

when he observed:

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“All media exist to invest our lives

with artificial perceptions and arbitrary values.”

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So if the media have no respect for us

why should we respect them?

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They deserve to be manipulated.

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Not lied to, but manipulated.

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We must realize that they thrive on chaos,

controversy and conflict.

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They insist on sensationalizing just about

everything.

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At times it seems that they speak

another language…

a language  that selectively edits

out the mundane

and hyperbolizes indiscriminately.

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What is "news" anyway?

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If you are looking to influence the media

you have to translate your message

into their language.

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If  you have a new product that

will enhance productivity

don’t describe it casually… describe

it as a revolutionary breakthrough.

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If  you manufacture a sports car

don’t say it’s fast, call it a rocket ship…

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If  your CD rates are better

than anyone else’s don’t say they’re great,

say they’re the best.

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You see, humility, hesitation and any

semblance of introspection is misinterpreted

by “them.”

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They see these qualities as weaknesses

and may elect to ignore you because of them.

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Or worse, they’ll hyperbolize your product…

Their way.

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That’s why it’s better to manipulate them.

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That way you control the editor and they print

or air your words not theirs.

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Is this manipulation?

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Perhaps.

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But if you want to win the media match

you have to know how to play the game.