both sides now

The mysterious disappearance of Madeleine McCann has become an unparalleled worldwide super-spectacular media sensation, and a lurid tabloid nightmare for her parents. The Sydney Morning Herald dubs it a “trial by new media” and a “vicious affair.”

Describing a chain of events that started with the British tabloid media “invading” the Portuguese town where the girl disappeared, the Herald suggests that the Portuguese authorities then leaked false stories about the parents in relatiation for the British tabs’ excesses.

British tabloids mocked many of these stories yet, hedging their bets, also reported them. The most lurid example was the Daily Express, which ran a headline, “Gerry may not be the father”, above a story that began: “The smear campaign in Portugal against the McCanns continued yesterday…”

The resulting spiral - unsourced British reports of unsourced Portuguese reports - created a perfect storm: huge media fascination with almost no facts to feed it.

Hmmm. This seems to focus the blame on the media. As I recall, however, the parents launched an enormous PR campaign across Europe and Britain to focus attention on their daughter almost immediately after she went missing. I wrote about it here in May, and also posted this astonishing picture, taken at a soccer stadium:

In May, writing about other abductees who were also (vaguely) in the news and who got almost no attention by comparison (such as the British journalist Alan Johnston and the Iranian American scholar Haleh Esfandiari), I tried to explain the appeal of this particular story and the hold that stories can have over us:

… I’m not going to lecture you about how trivial this one abducted child is compared to the other abducted people in the news that we could be concerned about … Nope, this is not a guilt trip about the geopolitical messages we should be listening to (although we should be listening to them, of course). …

This is just a reminder of the extraordinary, magical, mystical power of [certain] stories to capture our imagination in a way that nothing else can—that is, to capture our imagination and attention in a way that influences us. …

Most of us will never run for office in ultra-violent Colombia. Most of us will never serve in Iraq. Most of us will never report from war-torn Gaza. Most of us will never have to toe a precarious line between being a free American scholar and a devoted Persian daughter who goes home to totalitarian Iran twice a year to visit her 93-year-old mother.
But which of us cannot put himself or herself in the shoes of Madeleine McCann’s parents and which of us does not remember being a helpless child?

Surely there’s a lesson here for all marketers (of anything, whether product or idea). The lesson is this: nothing beats a great story (in which category I include heartbreaking, sad, horrifying, etc.). We will give you our momentary attention pretty readily if you make enough noise (for example: if you say something totally outrageous, like what Jimmy Carter said about Tony Blair the other day, we’ll notice). But if you want to get through to us, give us a story we can relate to at gut level.

Give us a story that no amount of cynicism or jadedness or ironic detachment can protect us from and we are your slaves.

Indeed, a lot of people became slaves to that story. The Herald continues [e.a.]:

The McCanns are partly to blame. Well-educated doctors, they have hired spin doctors and tried to harness the media to their cause. Their stated reason is understandable: they want to keep the focus on finding their daughter.

But the journalist Matthew Parris wrote in The Spectator last week that their savvy media strategy - down to Gerry McCann’s daily blog and constant photos of Kate McCann clutching Madeleine’s pink cuddle-cat - was starting to hurt them. With both reporters and the public alert and resistant to spin, the McCanns had proved “unwisely media-wise”

That seems to be an understatement, considering the backlash that has swept over the McCanns. The Herald’s James Button makes an important point [e.a.]:

[W]e have learnt a few things about the media and their relationship with the public - all of us.

I do not mean simply mainstream media, but the online world of websites, bloggers and instant public feedback. The old and new media have not just reported the McCann story. They have changed it.

Indeed, the media became an actor in the story and nudged it along on an arc that no one could predict and, worse for the McCanns, that no one could control. As they inevitably lost control of their story, it overtook them.

The harsh truth is that when you live by media, you walk the razor’s edge. The rewards of launching a PRopaganda ^TM campaign are potentially very high, as Former Spook reminds us here, discussing the media consultant hired by the diaper-wearing Astro-nut Lisa Nowak:

In a “sample” chapter from the book (posted on her firm’s website), Mackenzie claims that her efforts helped a convicted killer avoid the death penalty; more astonishingly, her fees in that case were paid for by the taxpayers of Florida, after a public defender successfully petitioned to court to add a p.r. specialist to the defense team.

However, in this era of “celebrity justice,” Nowak’s decision to hire a spin doctor is a shrewd move, indeed. The disgraced former astronaut understands that a skilled defense lawyer, aided by an equally competent “image” specialist, can go a long way toward an acquittal, or at least, a hung jury. In the case of Lisa Nowak, Mr. Lykkebak is already hammering away at the credibility of police officers who handled her arrest.

But the risks of things spinning out of control are potentially greater, as the McCanns can now attest, as sympathy for their loss has now apparently turned to revulsion at their very presence:

The online public, however, has been far more hostile. When the Daily Mail last week ran an article, “McCanns’ DNA dossier to demolish Portuguese police’s ‘pathetic’ evidence”, the 60 readers who emailed feedback to this positive story came out two to one against the McCanns.

Evi Labi of London wrote: “It’s terrible for a child to disappear but would it be possible to get some peace from the McCanns’ organised and very well-orchestrated publicity?”

A newspaper in the McCanns’ county of Leicestershire had to close an online discussion forum because of vicious comments about the couple. More than 17,000 people signed an online petition asking social workers to find the McCanns unfit parents to look after their two-year-old twins. An internet poll found that only 20 per cent of Britons thought they were completely innocent.