When it comes to controversial tweets or scandalous emails, one of the more predictable cries from the media is to ask, what was this person thinking? Every smarty-pants commentator let’s us know: Nothing is private, all is public. Don’t write it if you don’t want it on the front page.
Apparently, media mogul Rupert Murdoch hasn’t been listening; he just learned his humiliating lesson in the world of social media the hard way. His Twitter followers were presumably puzzled by his Tweet this past Sunday that accused the “Jewish owned press” of favoring Gaza over Israel in news coverage concerning the latest military action. He asked his followers, which number over 360,000, “Why is Jewish owned press so consistently anti-Israel in every crisis?”
Immediately, the commentators were wondering who could Rupert have been referring to. In previous Tweets, Murdoch complained of “CNN and AP bias to point of embarrassment.” But as neither are “Jewish owned,” the comments seemed genuinely confusing. The wider consensus is that The New York Times, his US foe in the newspaper world, was the target. But the mystery now looks like it will never be solved. Murdoch apologized unreservedly, describing his Tweet as “awkward and inappropriate,” adding he should not have brought in “irrelevant and incorrect ethnic matters.” Case closed.
The PR Verdict: “D” (PR Problematic) for one of the world’s leading media tycoons. However, it’s touching to realize that even a media mogul can get social media wrong.
The PR Takeaway: Press “pause” before “send.” The Murdoch incident is a flash in the PR pan, but it does show that even the most experienced media practitioners can get it very wrong. What’s obvious with the benefit of hindsight is sometimes not obvious at the time. Murdoch might want someone in his entourage to check Tweets before sending them; this is not a one-on-one conversation, after all. Take note, Wendi.
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