Thoughts on grabbing media attention and headlining the news
I have always been captivated by the news. In my earlier years, I realised that something must happen every day for there to be news but I had a few questions. How news is generated? What does one have to do to make the news? How is newsworthiness determined and who decides what features make the news? Who determines which news item comes up first and how much time is spent on discussing it?
The news is based on events and influenced by people who determine how these events play out. Sometimes, people deliberately plan to get in the news. At other times, they become newsworthy even though they had no intention of doing anything other than minding their business. People sometimes have almost no inkling that their little actions can captivate a large audience. When they do make the news, there is the potential that the world, as they know it, would change greatly. One could go from unknown to famous, or celebrated to criticised. Unfortunately, there is also the potential that one would be celebrated for doing something wrong or castigated for doing something right, it is what it is.
News headlines are designed to capture interest and emotions. They can either give a positive or negative spin to an event. A dog attacks a man in a public area and the media considers it newsworthy. “Dog bites man” would not elicit much interest because that wouldn’t be a new thing. Now, if that dog belongs to the President, the headlines could read “President’s aide bites man”. If that man has a reputation for criticising the President, different media houses could report the news from different angles. It is thus very possible to spin an occurrence in any way the news promoters decide to present it.
Hilda Bassey, otherwise known as “Hilda Baci” started, completed, and surpassed her target to achieve the Guinness World Record for the longest cooking time. Her journey to challenging the Guinness World Record reportedly began five years ago. I hear she began fitness sessions so she could prepare for the anticipated rigour that would be involved in marathon cooking. There were a few social media mentions and posts when she started the challenge.
By the next day, more people began to take notice and online mentions increased after which she went viral. Many people, public personalities and wellwishers, visited the venue to show their support. The Vice President of Nigeria called in and even the current world record holder shared a message of encouragement online. By the time she hit the benchmark of the current world record (87 hours, 45 minutes and 00 seconds), she was already trending worldwide. Hilda ended up surpassing her initial target of 96 hours to close out at 100 hours, no mean feat at all!
Who is Hilda and what is her background? Many people had never heard of her before the challenge but she has operated a Lekki-based restaurant for a while. I came across her social media profile sometime last year when self-styled Nigeria’s biggest food critic, Opeyemi Famakin, reviewed her restaurant. He seemed to like the moin-moin and I made a mental note to try it out for myself one day but I never did.
Usually, some people channel this type of publicity to serve a public cause. I am not sure what Hilda’s plan is but it is clear that she can exploit this newfound fame for personal and public initiatives. The popular media company, Olorisupergal was instrumental in publicising Hilda’s world record attempt. They posted pictures and videos, and even live-streamed several aspects of the event, all through the four days it took place. Cooking almost non-stop for a hundred hours is no ordinary accomplishment and they were able to spin it into media-worthy news. The Guinness World Record organisation has since awarded Hilda a certificate for her feat.
Seun Kuti, the last child of the late Fela Anikulapo-Kuti was captured in a viral video confronting a policeman who appeared to have run into his car. He is seen pushing the policeman a few times, shouting at him, and then eventually slapping his face. The policeman remains standing, presumably stunned at what had just happened. I am sure Seun didn’t plan to go viral but unfortunately for him, the incident quickly spread through online and offline media. Seun is a well-known personality, and not just because he is Fela’s son or an internationally acclaimed afrobeat musician. He has been known to court controversy as he often shares unrestrained and unpopular views about people and events. If I remember correctly, this is not the first time he has had an issue with the police but it appears this will be his most memorable encounter.
If Seun had stopped for just a moment and acted less aggressively, the event would probably have fizzled out quickly or at best, gone unnoticed. While Seun was well within his rights to defend his family, he went out of line when he assaulted the policeman. Ordinarily, if he had approached the event differently, people may have responded positively to his need for self-defence. However, it appears there have been more calls for him to face the consequences of his action than calls for leniency. This may also be an indication of his likeability in society.
Making the headlines for the wrong reasons can have numerous effects. Seun, for example, had a world tour planned which was supposed to start over the coming weekend but now that he has been arrested, this is potentially threatened. His house was also searched by the Lagos State Police Command, seemingly in search of evidence to nail him with a separate crime. This may see him remanded in police custody for longer even though the Yaba Magistrate Court had already granted him bail.
When one makes the news for all the wrong reasons, the best course of action is damage control and proper reputation management. Everything from personal conduct to statements made must be strategically aligned in a manner that seeks to mitigate the issue so the news doesn’t take on a life of its own. Either that or one can just ignore the reportage and hope it blows away if it ever does. People who have gone viral for negative reasons still have to live with the consequences of their actions though. The internet never forgets.
Whether one becomes a news sensation for good or bad reasons, it is important to note that we all should consider the broader implications of our actions on our well-being and society. Becoming famous comes with a lot of baggage and responsibility that many of us may not be prepared for. Being in the public eye can expose one to unnecessary scrutiny by even the most ordinary person. It’s important to note that there are also people who deliberately pursue fame for whatever reason. Reality shows have now become a very useful vehicle for this purpose. Making controversial comments online is also another popular means of achieving fame. Such people should be prepared for whatever outcomes they receive from their actions.
Understanding the media’s role in achieving virality, it is important for people who have achieved popularity or desire to do so, to maintain their integrity. They should also nurture and maintain positive relationships with media professionals. Being transparent and accessible can go a long way in transforming the impact of a negative story or further amplifying a great story.
Going viral for good and bad reasons requires one major thing: one must be doing or have done something significant enough to attract public attention. Remember that whatever you do, knowingly or unknowingly, can generate an impact that you may or may not be able to cope with. For those who just want to “blow” for the sake of blowing, evaluate your motivations, values, and potential impact before seeking the spotlight. Being authentic and taking responsibility will forever be great virtues in navigating a life of fame; this is the way I see things today.