Local Television Station Pulls Story Idea After Public Groundswell

In the last week there have been a number of, what is believed to be, attempted kidnappings in Edina, MN and other Twin Cities communities.  Local media has covered these attempts extensively and throughout Edina and several neighborhoods there is a heightened awareness of children’s safety. To give you a perspective of the seriousness of this situation, this is a snippet of a news release sent from the Edina Police department on Monday, April 20:

Edina Police Department Media Release

DATE: 20 April 2009 CONTACT: Molly Anderson

PHONE: (952) 826-1610

TIME: 1015 hrs EMAIL: manderson@ci.edina.mn.us

Kidnapping Suspect Released without Charges

On Friday April 17, the suspect arrested by Edina police in the recent Concord area attempted kidnapping incidents was released from Hennepin County jail without being charged. The case continues to be an active investigation and Edina detectives are working closely with the Hennepin County Attorney’s office, gathering information and interviewing all involved parties.

Then, Tuesday, a concerned email was sent from the communications department of the Edina Public Schools to Edina parents regarding a story that a local television station was planning to produce.  In part, the email said this:

Staff,  (Forward to families as well)

Molly Anderson of the Edina Police Department just informed the district that (local television station) will be driving around Edina neighborhoods between 2:00-4:30 p.m. today to “ask children for directions.”  She indicated that the reporter, will be driving a 2004 silver Ford Explorer or Expedition.

The police indicated while there is nothing illegal with this, they do not endorse this activity.

A number of parents were upset with this story and thus began a groundswell of protest, with parents calling the school district and the local television station.  The station subsequently pulled the plans for the story.  Tuesday night, local media columnist Neal Justin posted a column on this story at www.startribune.com.

As parents, our children are everything to us, their safety is paramount and most of us would agree, their well being is more important than our own.  On the other hand, you have the television station’s angle.  I’m assuming the planning discussion centered around a story that helps parents understand the risks their kids may be exposed to every day. Obviously, there would be tremendous shock value if we, as viewers, could see an actual child “kidnapped” by a stranger (aka. news reporter).  This story has been done before, but let’s remember the May ratings period (yes, many stations still measure their success even though they now have “people meters”) is almost upon us.

The television station claims they were going to tell the parents their plans ahead of time so everything would be on the up and up.  The question becomes, if the “staged kidnapping” was the intent, is this the best and most effective way to tell this story?  At the same token, was the email to parents a true portrayal of the intents of the station?  Did the district and police clearly understand what was going to happen during the shoot?

On the very distant outside, it appears there may have been communication breakdown on a number of levels.  Regardless, the idea of producing a piece that helps parents understand ways they can better keep their kids safe is terrific.  If the the piece becomes “fake” kidnappings to show what a scared child looks like as they are grabbed and thrown into a car, I think you’ve just crossed the line from public service to broadcast sensationalism.  While I can understand how an idea like this might be formulated and I can imagine how a story such as this could gain traction in a news meeting I contend that this form of journalism is strictly a vehicle that the station hopes will drive ratings.

Now more than four years removed from working in television news, I find my view of news has changed drastically.  At this point, I’m less interested in “personality” and “fun” and totally turned off by hype news. What matters to me and, I believe, many others is good content. Provide interesting, thoughtful information that can help me live my life better.  Sensational news?  Maybe that’s one of the problems with local television.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

Tags: Edina Schools, Local television, sensational news

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