In the past I've had discussions with other team members of my group on press coverage. We don't garner a lot of press attention, for the most part, although we are one of the most active and professional groups in the area. Various theories have been bandied about as to why this is including the fact that we don't seem to actively seek attention.
That's part of it. Although we do have a full time publicist on staff now who handles media inquiries and public appearance inquiries, mainly due to the press coverage of Paul's gadgets.
Over the past couple weeks my usually anemic Google News alerts for "paranormal investigators" and "ghost hunters" have been exceptionally full.
Perusing the results and reading numerous articles by the local "community beat" reporters in the run up to Halloween has led me to a sneaking suspicion as to why we tend to get overlooked in the local media.
That suspicion is that we are too serious. Ninety Nine percent of the stories I've read seemed to be poking fun at the subjects of the reports, albeit tongue in cheek. In some cases the reporters presented the interview subjects as downright kooks. In every case, they related things to TV shows and pop culture.
As I looked more and more at fledgling groups out there who are clamoring for media attention it became fairly obvious what happens. Many of these groups are very enthusiastic and gung-ho in their pursuit of anything paranormal. Most will produce "evidence" that would make seasoned pros roll their eyes in disbelief. Many are not well-spoken on their sites with frequent grammatical and spelling errors in the most basic statements.
Certainly, such innocent and enthusiastic hobbyists make easy fodder for the annual "inside joke" perpetrated by local reporters assigned to do the obligatory "Ghost Hunters" or "Paranormal State" tie-in for their newspaper or TV station.
In all of the articles I have read over the past two weeks leading up to Halloween only one has been somewhat serious and covered a highly trained and professional group.
That's really a sad commentary not only on the state of paranormal investigation but also on the state of reportage in local markets.
Here's a news flash for the next local reporter looking for the "Halloween" tie-in. Try actually reporting a story. Look for the groups in the field who are doing solid research and work. Try finding out just what they've uncovered about paranormal phenomena and more importantly what they have disproved. Don't rely on rehashes of the script from Ghost Hunters to establish the "scientific" credentials of a group but look at what they produce for long term research and study.
As for the folks out there just getting started. Before you start clamoring for press coverage, learn the ropes. Study, research, talk to people who've been doing this and for God's sake, turn off the TV it is NOT a classroom!
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The press has a long and sordid history of maligning those who investigate the paranormal. Through Colgate smiles, they laugh all the way to the ratings bank, rarely giving anyone serious coverage.
I would have once told investigators to avoid the media like the plague, if you wish to be taken seriously. Now, I would ammend that with a caveat: issue, instead, press kits. Seek professional help from those knowledgeable in marketing and public relations, if possible, and put together a press kit that satisfies both the lowest-common-denomenator that the 10 o'clock news needs and your desire to inform the public about just what a professional outfit does. In effect, if will show them that real science and investigating can be just as exciting as a gaggle of night-vision screamers.
How ironic, Cullan. I'm actually working slowly on creating my own press kit for my new site!
The media is very much a double-edged sword for the paranormal community. And this time of year, they clamor for stories of the paranormal to entertain readers, viewers, and listeners. The old adage "a press is good press" is sometimes true, but there has to be a certain logic to it.
Let's imagine you open a small shop and advertise on television and in newspapers. People show up and discover that you have no items, but just a few photos of what you might carry at some point and a handful of promises and goals. Not gonna work, right? That's what happens with a lot of groups. They go from creation to seeking publicity without offering something. No, you say, we're ghost hunters and offer services to the pubic! Ok, I say,... then get in line behind the thousands of others with the same statement. Be prepared for jibes at your expense. Mockery. Questions about the lack of evidence you offer. It's a lot that most people don't foresee coming.
The reason I've never had a ton of attention is, quite simply, I haven't sought it (except with my book, which I sent standard press releases for). I believe "if you build it, they will come". Not a single article, video, or interview I have ever given was solicited by myself. But then again, I began doing this when it was "uncool" in the days before 'Ghost Hunters' and 'Paranormal State'. Sure, we all sometimes want a pat on the back, but often there's a dagger in that hand waiting for us.
You're right, though. We take ourselves way too seriously. We're the ultimate comedy or errors cause our own destruction. It's much better to take time to hone your skills, form basic opinions and guidelines, network with respected individuals in the field, and gather irrefutable evidence. After all, fools rush in where angels fear to tread. Usually fools who forget there is such a thing as spellcheck.
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