How One Word Can Show Media Bias

All there is to writing is choosing the right words. While the definition is true, the tone is misleading. For choosing the right words is difficult.

I would normally defer to Brian Clark at Copyblogger, Michael Stelzner at Writing White Papers or Miguel Alvarez at Copywriting.com for solid advice here, but a recent media interaction sparked a reminder PR pros and journalists alike can use.

The choosing of right words rules most certainly apply to writing for journalism, particularly of the broadcast variety when you have precious time to fit in all of the words you have chosen.

I recently answered some questions of a veteran journalist and respected member of my local media on behalf of a client. The subject of the story was a government project (for which I serve as one of a team of public affairs counsel) that recently updated its cost projection due to the skyrocketing price of steel. (Apparently China is buying up the majority of the world’s supply for its economic and subsequent construction boom, sending supply down and demand up.)

In discussing the revised cost projection in a story where opposition to the project is also being interviewed, he said, “So I’ll say that’s the reason for the increase.”

“How about, ‘that’s the reason for the adjustment?’”

“Well, it is an increase, is it not?”

“Yes, but the project didn’t increase the number, the market did. We adjusted it to fit the current market values.”

“You PR guys … you’re sneaky.”

“I’m not being sneaky. The word “increase” is biased. The word ‘adjustment’ is not. It doesn’t lean toward indicating an increase or a decrease, only an adjustment.”

“You know, you’re right.”

I don’t claim to be an expert in the field (see links above), but I went home that day proud of the effort. The reporter used the word ‘adjustment’ in the story. While I’m certain the ‘adjustment’ didn’t sway how viewers reacted, the discussion reminded him and me that one word does, indeed, make a difference.

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