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YOU HAVE BREAST CANCER.

It was this time of year 25 years ago that I heard those words. It was unreal–I had just turned 40 and was in good health so how could I have cancer? One of the primary reasons they found it was at age 35 I insisted on a baseline mammogram which was unheard of then. I was told insurance wouldn’t cover it, there was no need because of my age, and I had dense breast tissue so it would be difficult to find anything—but I told them all to stuff it and had the mammo. Thanks to that baseline, the doc could see the changes in the tissue just five years later.

The doc told me it was caught early, I was lucky, and I would have a full recovery. The doc also told me the surefire “cure” was a complete mastectomy. I looked at him and said, “How would you like it if someone told you to cut off your weenie?” I told him I had at least 20 years of killer dresses ahead of me and I was getting a second opinion.

After a trip to Milwaukee, I learned a lumpectomy and a five-year course of tamoxifen was an option and we took that choice.

I completely underestimated the post-surgical effects of the whole adventure. I was wiped out. The damn drain was more pain than the incision. Tamoxifen was a miracle but it plunged me into early menopause. I couldn’t concentrate. My hormones went on a roller coaster ride and I was nuts.

Why recall all of this now? Because the other day I found Breast Cancer Barbie in a cabinet. She was my therapy made at the kitchen table over several bottles of wine with friends. We hacked up her boob, used nail polish for blood, even used her spiffy purse for a makeshift drain, and tattooed my feelings all over her.

I felt much better after defacing a beauty icon like Barbie. I took her to a follow up appointment to show my surgeon and while I was laughing my head off, he was not amused. A serious guy, he concentrated on the physical issues and ignored the mental game of mutilating my decolletage. Men.

Breast Cancer Barbie reinforces so many things for me. Number one: be assertive about your medical care. Listen to your instinct and question authority to find the best course of treatment and if that means second or third opinions, do it. Number two: Laughing helps. Sometimes things are just so overwhelming the only thing that buffers reality is humor. Number three: you’re in it for the long haul. Over the decades I’ve held hands, mixed drinks, and just listened to many women in the same position I was. Every time brings back the fear and the pain, but every time we hope for a good outcome.

And every time, I bring out Breast Cancer Barbie for a good laugh.

Who’s afraid to vote?

It’s hard to believe people are afraid to say who they support in a political race—but that’s actually the case. I recently had the chance to meet with some very committed people who are resurrecting the local Democratic Party in a largely rural area. They wanted advice on how to communicate with voters, what platforms will help them get their message out, and what should be their priorities as we approach November 5. One of their biggest challenges is getting people to put up a yard sign, host a meeting, knock on doors, even just engage others in a chat–because they are afraid.

They’re afraid of conflict, afraid of being put on the defensive, afraid of disagreement, afraid of angering neighbors, and I can relate. I have many friends I respect who are smart and hardworking, but I’m hesitant to tell them that I don’t agree with their support of certain candidates. I’m not a political iconoclast, but we are in a highly charged environment.

The men who established this country did the most important thing by making the First Amendment the FIRST amendment:

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

Certainly, freedom of speech should be done with respect and the ability to learn and understand. But that’s not the case. The truth is if you live in MAGA-land you are afraid to say you don’t support Trump because of the vitriol and anger fostered by the candidate and his surrogates.

If you are a student of American history, this isn’t the first time we’ve had presidents or presidential candidates who have been liars, corrupt, impeached, and convicted of crimes. But this is the first time social media has amplified the situation and given every citizen (no matter how well or poorly informed they are) a platform for free speech. James Buchanan is ranked one of the worst presidents ever, but in 1857 only white, male, landowners could vote. And the only media available at the time were newspapers if your city even had one.  Incidentally, Donald Trump is #3 on the list and I find it curious that Richard Nixon didn’t even make the top 10 (he’s #14).

For the record, I will be supporting Kamala Harris because for me leadership is linked with personal integrity. It’s a shame the GOP has been replaced with the cult of Donald Trump which makes any candidate “endorsed by Donald Trump” questionable. I’m a bit afraid to state this on a public platform, but I hope civility will rule.

Courage to be Dan Rather

This post is for all you under 40 PR/comm types out there. When I was growing up, the Vietnam War played nightly on Walter Cronkite. Then, Watergate was the top story that consumed the national discussion. Through it all, Dan Rather was on location or in the anchor chair. Remember this was before cell phones and the internet gave us a 24/7 news cycle and people actually stopped what they were doing to watch the evening news.

For those of you who live and die by the feed on your cell phones, this was important because what happened on the evening news was a shared experience. It’s how we were updated on that day’s news, then we read the details in the next days’ newspaper (remember newspapers?). No Twitter postings* from un-vetted “news sources” or opinion leaders who might or might not have all the facts. It was widely regarded as objective reporting from trained journalists.

So why care? Do yourself a favor and watch the documentary Rather. Go ahead and make fun of Dan Rather for his good looks, his stupid sign off (Courage), or his epic mistake and departure from CBS…but this was the peak of TV journalism. And the guy is 92 and still in the game posting coherent comments on Twitter and other platforms. I love a second act.

Watergate, Woodward/Bernstein, and the aftermath made me want to be a journalist. Dan Rather’s documentary shows how TV journalism was before cell phones made everyone an alleged reporter. Watch it.

*I will NEVER call Twitter “X” because it’s just stupid.

This post was NOT written by ChatGPT

Over the last few months, I’ve been experimenting with ChatGPT. I even asked it to write this article about how journalists could use ChatGPT and it spewed out 437 words on how it was a tool that could sift through vast amounts of information to uncover the truth. It even created fake story lines about make-believe journalists who used it to report stories that never happened. In short, a fairy tale.

Artificial Intelligence and ChatGPT learn grammar, syntax, semantics, and even some level of reasoning and context to mimic human speech and communications. They suck up existing information on the internet and regurgitate it according to the question you pose.

And we all know information on the internet is true, don’t we?

If there’s a data void, ChatGPT will usually not answer a question by saying it does not know the answer, but it will make up an answer. Unless you are extremely specific—I asked it “what is the future of land use in Cooperstown, Wisconsin” and it did reply As of my last update, I don’t have access to information about the specific future developments or plans for land use in Cooperstown, WI.

The reality is most journalists are in the business of reporting new information (hence the term “news”). If they’re local reporters, chances are the internet data dump does not have the latest info on the workings of a local school board or a common council or a court proceeding.

So will ChatGPT supplant local journalism? The reality is scooping information off the internet cannot be trusted. We will still need reporters and editors to vet information, double check sources, or to present the human impact of the news.

Just ask ChatGPT—it’ll tell you that AI models “may not be able to fully replace local news.” At least that much is true.

PR is not about manipulating the truth

According to a new survey, the average person admits to lying four times a day. People who responded to the survey also reported they thought someone lies to them six times a day.  The survey was commissioned by the Online Betting Guide, but it could have easily been commissioned by a journalism school, a media platform, or a political consultant.

Journalists wade through hundreds of press releases daily, quickly deleting those that are obvious lies, puffery, or just hard to believe. Add to that the dozens of opinion shows on broadcast TV, radio, or the internet that massage the truth and I’m surprised the lies are only four times a day. As a result, most experienced journalists have a healthy B.S. detector and are experts at figuring out where the nuggets of truth lie.

If you’re considering launching a public relations program for your company or organization, understand that intentionally telling half-truths will get you nowhere. In my practice, I’ve had to counsel well-meaning executives that if they cannot tell the truth, say nothing. Certainly, you shouldn’t reveal proprietary information, give out personal information about team members or business partners, or jeopardize a product introduction—but truth is always the best approach.

And if you can’t say anything nice, come sit by me and I’ll figure out the best truths about your business, organization, or mission.

If you’re interested, find me at mkathrynschmidt@gmail.com.

SALE! Your next elected official

What’s the biggest sale you can think of?

Black Friday? No.

Day after Christmas? Nope.

Back to School? Wrong.

It’s elections.

Candidates and special interest groups have only one day to determine who wins the big prize (Ok, there is advance voting, but you get the picture). In the lead up to that one day, there are more ads running than any of the aforementioned retail sales and the biggest platform is television. Based on recent reports, Wisconsin races have spent more money than any other state to get you to take action on November 8.

A new study by the Wesleyan Media Project, shows the races for governor and U.S. Senate have resulted in 24,000 ad airings statewide in just two weeks. It’s estimated Gov. Tony Evers and challenger Tim Michels have spent $55 million to get their next job. In the senate race both Ron Johnson and Mandela Barnes have dropped $89 million since the August primary.

And it all comes down to a federal law from 1934.

TV stations cannot refuse political advertising and must allow “reasonable access” to legally qualified candidates. If they refuse the ads, they run the risk of losing their broadcast licenses. Further, stations have to give the candidates the lowest rates on their advertising rate cards, but as commercial availability tightens the closer we get to elections, the volume of the ads climbs.

The Communications Act of 1934 lays this all out if you’re interested. In 1934 it focused on radio, but the Federal Communications Commission fleshed out the rules for television, then cable, then satellite.

For everyone who says legacy media is dead and digital platforms are dealing the fatal blow, just turn on the TV. Television still delivers a high-volume, broad-based audience and local news can still be considered “appointment viewing.” So suck it up and stay tuned until November 9 when the ads may stop, but the revenues keep rolling in for the local market stations.

Before Fake News there was Breaking News

20 years ago we were getting ready for a busy day. My husband was working out in the basement, I was getting ready for a video production session, and the dogs needed breakfast.

When the first plane hit, we thought it was an accident. When the second plane hit and video images were on every channel we knew it was more. My husband is a working journalist and I’m a former reporter, so we instantly were monitoring several channels on different TVs. Remember, this was before Facebook and social media were ubiquitous.  

I clearly remember saying to him “you better get into the shower because I think you’re going to have to go in early to the station.”  Only minutes later the news director called back and asked him to come into work as soon as possible. That was the start of a marathon news cycle that lasted weeks.

That week, journalists in our region worked endless hours to report how the tragedy was affecting Northeast Wisconsin. Stories on loved ones who were stranded overseas when air travel stopped. Stories about emergency response teams from our area going to New York. Stories about families with active duty military who had no idea what would happen next. Stories about the virtual halt in business in different sectors of the economy.

My friends in the media were burnt out in a matter of days and many needed to unplug and recharge their internal batteries. Most of what journalists do on a daily basis is mundane—government meetings, police blotter reports, a fire, or a business report. But at this time, everything was breaking news.

Today the media is lambasted regularly as being purveyors of fake news or biased reporting. But at that time, the media was working overtime to check facts, get the most updated information, and share stories with a very frightened nation. The possibility of war was real, and the fatigue and stress of the news showed on the reporters and anchors.

I’ve always said live TV is akin to the operating room or a police scene—anything and everything can happen with no warning. At this time it did and even local journalists had a front seat to history.

The true arms race: media spending

Right now, you’re probably considering an Amish lifestyle, one with no TV, Internet or direct mail to avoid the election pandemic. If the presidential “debates” haven’t exhausted your attention span, imagine what it will be like before the general election on November 3. Exercising our freedom to vote has spawned non-stop political advertising and media coverage on a national level, but the war for our brains in Wisconsin is in full swing.

Media experts predict the 2016 presidential candidates could spend between $5 billion to $8 billion. That’s billion with a “B.” Most of that money will be spent on television advertising, making the real election winners the companies that own local and national television stations.  In addition to advertising, the trending topic for national news outlets, regional media, and even local media will be the elections and dissecting the tiniest comment or action by any one candidate.

Before the presidential election in 2016, I counseled a client to plan communications activity around the election season. He looked at me like I was an alien, but when his television spots were continually bumped by political ads he finally understood. It’s wise to consider how the elections could affect your business communications, so here are some points to consider.

Despite the megasaurus advertising spending, TV ads have little effect on how undecided voters will fill out their ballots. That’s according to political science experts across the spectrum. And, the slice of undecided voters is relatively small—the battleground is for about 6-11% of the electorate that is undecided.

If you haven’t noticed yet, any method of communications is being used to gain a portion of your mind. Robo-calls, direct mail (yes it still works), Facebook, TV, radio, even ads within popular gaming apps are all butting into your daily life. The response: turn it off. If past elections are any indication, more people will be taking a hiatus from social media, turning off the TV, and pitching the mailers right into the recycling pile. 

As consumers tune out, it might be a good idea to take a break from promotions or advertising for the next month. On November 4, reassess your communications plan and start fresh—unless the millions of mail in ballots give reason for a disputed election and the noise continues through the holidays. What was that saying about “peace on earth?” 

Social media might not be the holy grail

Legacy media still plays a role

One of the best sources of fact-based information I follow is the Pew Research Center for Journalism and Media. Their reports on media usage, current events, and election year issues provide a sane counterpoint to social media surveys and contests. Some recent surveys have restored my faith in legacy media and confirmed my long held suspicions.

Despite the virulent war of words on social media, it is not the main source of news for most Americans. Less than 20% of us get news from social media, while 45% of us rely on local, network, and cable TV. Sorry newspapers, but you’re only a source of info for 3% of Americans who still subscribe for the grocery coupons.

Among those who trust social media for their news, they are younger and less educated than people who use other platforms. And you wonder why stories about aliens and the Kardashians keep showing up on your Facebook feed.

Next, look at how local news figures into the mix. Almost half of Americans are sourcing information about the pandemic locally—that means radio stations, TV news, maybe even those who are still reading the local paper. And based on research (not opinion) survey respondents indicated they still trust their local news sources.

What does this mean for your business? Increasingly I’m seeing B2B firms place more emphasis on social media as a primary communications platform. It certainly is part of the mix, but should not eclipse a public relations/media relations strategy that reaches out to local and regional legacy media. Regional media won’t give you the daily report of likes and shares that social media delivers, but the credibility factor is huge. Coverage in targeted media outlets gives your organization an endorsement of sorts from an objective, third party—the media.

Leveraging the power of legacy media is more than just blanketing reporters with press releases. It’s about creating a human connection versus a transactional relationship. It’s about understanding what media outlets are looking for in terms of coverage that relates to their audience, and delivering it on their timeline (not yours).  And mostly, it’s about being a savvy consumer of the news and trade news to figure out how your organization or product fits in.

In the meantime, put down that Instagram post and tune into the local news.

For more information on the Pew Research Center, visit this page. 

Oscar C. Boldt in memoriam

With Oscar C. Boldt on the occasion of dedicating a giant crane at the Boldt construction yard, 2012.

It seems everyone has an O.C. Boldt story and I’m no exception. Years ago when I started working with The Boldt Company I was prepping O.C., Tom Boldt, and Bob DeKoch for a cover story for Marketplace Magazine. I had only been working with the firm for about a year and really didn’t know the leadership well.

I did what any reporter would do and I asked O.C. “what is the secret to your success?”

He leaned back in his chair, folded his arms across his chest and very seriously answered: “Everybody else is a bunch of crooks.”

Without missing a beat I said: “Well that may be true, but I would counsel you to not say that to a reporter.”

He answered with a visible twinkle in his blue eyes: “I’m just kidding you. I was testing you to see how you would respond.”

That was about 15 years ago and in the years of working with his wonderful company, I was blessed to learn from him, laugh with him, and listen to the rich trove of stories he had. Stories about how the Fox Cities were built. Stories about buildings on the Lawrence University campus. Stories about how they made it through the Depression when there was no money. And most importantly, stories about where to get the best ice cream.

When I bumped into him in the hallways of the office, he would look at me with intensity and say, “I know if you’re here, you’re costing me money. So what are you doing today to get results?” And I would tell him about a story we were working on, about a case study we were writing, or about a recent story that was published in one of our markets. And he would end our chat with “but are you having any fun?”

And I thought yes, yes I am because I bumped into you today.

As we got to know each other better he asked me where I was from, what my parents did for livings, and he learned that I was part Irish. He was quick to say “My mother always warned me about Irish Catholic girls and I can see in your case she was right.” He never let me forget that.

He and his wife Pat have had a profound impact on me—showing me what true stewardship and community involvement can do for a region. As a former board member of a local arts group, their patronage has been a gift of sustainability to our choir. Seeing them in the audience of a concert meant they not only supported us because it was the right thing to do, but it was something they truly enjoyed.

Over his lifetime, he built far more than buildings–he built community wherever he saw a need. Some of you may not realize this, but there’s a pair of handprints in the concrete just to the left of the main entrance to the Fox Cities Performing Arts Center. When the company was building the PAC, he would lean against the wall just to, as he said, “feel the building.” Years later, when going on a tour of the many buildings Boldt built, a reporter looked at the hand prints, laughed, and said “look at that, somebody put their hands in the wet concrete,” and I told him those hands were very important.

Thank you Oscar for leaving your imprint on so many souls.