Remember that scene in Elf when the Elf kept calling the little person an elf? For the little person it was extremely insulting. In fact, he kicked the shit out of Elf.
The Elf had never seen a little person. He made conclusions based on his uninformed world view, based on what he knew to be true. Elf had no context.
Read “Thinking Fast and Slow” or simpler, read “Blink”.
Your job as a public affairs operator is to ensure the public, or the journalist, has enough context to make informed conclusions.
You may be working with journalists who have never talked or worked with the military. Don’t assume anything. Explain and build context into everything they see and do. Everything.
More dangerous, you may be working with a journalist who used to know a lot, but whose information is dated. You’ll have to catch them up, identify preconceived notions and address them.
Make sure you take time to build context with the journalist before the interview or event. It’s a worthwhile investment and, your job. Make sure the journalist knows the difference between and elf and a little person.
Photo by Ian Carver
