Feed the beast be my baby
"Feed the Beast" Be My Baby (TV Episode 2016)Feed the Beast
- Episode aired Jul 26, 2016
Tommy confronts Dion over his worse fears about his son. Meanwhile, TJ takes matters into his own hands with his tormentor.Tommy confronts Dion over his worse fears about his son. Meanwhile, TJ takes matters into his own hands with his tormentor.Tommy confronts Dion over his worse fears about his son. Meanwhile, TJ takes matters into his own hands with his tormentor.
- Steve Shill
- Clyde Phillips
- David Babcock(written for television by)
- Kim Fupz Aakeson(based on the Danish series "Bankerot" created by)
- David Schwimmer
- Jim Sturgess
- Lorenza Izzo
- Steve Shill
- Clyde Phillips
- David Babcock(written for television by)
- Kim Fupz Aakeson(based on the Danish series "Bankerot" created by)
- David Schwimmer
- Jim Sturgess
- Lorenza Izzo
- Tommy Moran
- Dion Patras
- Pilar Herrera
- Patrick Woichik
- Aidan Moran
- Rie Moran
- TJ Moran
- Detective Guy Giordano
- Marisa Gallo
Ella Rae Peck
- Anna Davis
David Patrick Kelly
- Ziggy Woichik
Joel Marsh Garland
Mousa Hussein Kraish
- (as Mousa Kraish)
- Arash Sherazi
Jahi Di'Allo Winston
- Steve Shill
- Clyde Phillips
- David Babcock(written for television by)
- Kim Fupz Aakeson(based on the Danish series "Bankerot" created by)
- All cast & crew
- Production, box office & more at IMDbPro
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- Release date
- July 26, 2016 (United States)
- Production companies
- AMC Studios
- Clyde Phillips Productions
- Lionsgate Television
- See more company credits at IMDbPro
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Feed The Beast recap: Be My Baby
The bodies start to pile up as the Tooth Fairy lashes out, TJ brings a gun to school, and Dion and Tommy continue to fight
By Kyle Fowle July 26, 2016 at 09:10 PM EDT
Credit: Ali Paige Goldstein/Lionsgate Television/AMC
Ever since we found out that Dion slept with Rie, there’s been one question we’ve all been dying to have answered: Is TJ really Tommy’s kid? Apparently it’s something Tommy’s been thinking about to, having flashbacks to the day TJ was born and doing the math when it comes to when Dion and Rie had their one drunken night together. So, is Tommy TJ’s father, or does Dion actually have one kid already, and another on the way? More on that later.
Speaking of Dion’s babies, Marisa’s cop father, Guy, gives him a call and says that the hit on the Tooth Fairy is a go, that all Dion has to do is call the man up and get him to meet under a bridge somewhere. Guy apparently plans hits like Wile E. Coyote trying to snag Road Runner, but hey, A+ for effort. F for inventiveness though.
Before long though Dion has played the audio recording of Guy threatening to kill the Tooth Fairy for Marisa. She of course recognizes her father’s voice, but she doesn’t tell Dion that. Instead, she goes to her father with the recording and confronts him, telling him about Dion being the father and how he needs to not get them both killed with this vendetta for the Tooth Fairy. The scene is filled with soap-opera dramatics, including the glorious line “that prick is the father of my baby!”
Back at Thirio, the gang is preparing for another night of dining, but the tension between Tommy and Dion is palpable. When Dion tries to extend an olive branch and just make small talk, Tommy comes straight out with what’s on his mind. He asks his best friend if he used protection when he slept with his wife because Tommy is nothing if not a masochist. He needs to wallow in this. Of course Dion didn’t use protection, but he thinks Tommy is ridiculous for even thinking that TJ isn’t his kid. I guess that settles that then.
Tommy really is letting this whole thing get to him, to the point that it’s affecting his relationship with his son. When TJ shows him a math test with a good grade, Tommy brushes it off and hurries him out the door for school. Also, he doesn’t even notice that TJ’s brought a gun home with him from Aidan’s, so yeah, not exactly Father Of The Year here.
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However, what’s really baffling is that no one really seems to care that TJ is legitimately traumatized. He’s drawing pictures of his dead mother and he hasn’t spoken since the accident, and yet nobody seems to think it’s that weird! I don’t understand! I get that the United States health care system is a bit of a mess, but does nobody want to get this kid some help? TJ’s going to grow up and spend a ton of money on therapy where he’ll tell the therapist about how his father and his deadbeat best friend just let him try and sort through his trauma all on his own.
NEXT: Frame Job
While all of this is going on, Pilar is still, for some reason, trying to get romantically involved with Tommy. She still hasn’t told him that she lied about having a dead husband. And she still hasn’t told him that she slept with Dion. Add to that the fact that Tommy is dealing with all this new information about his dead wife and best friend, and perhaps this isn’t the best time to pursue something romantic, Pilar? Get it together.
People being weirdly emotional is kind of the name of the game for Feed The Beast though. For instance, when the Tooth Fairy’s dad starts to reorganize the mob, taking away some of the Tooth Fairy’s responsibilities, he gets all upset about it and decides to start making statements; “statements” is mob code for murdering people. He kills a restaurant owner when he refuses to pay him, and he tells Dion that he owes him $200,000 by next week. What’s even more ridiculous is that the show seems to be insinuating that the Tooth Fairy is actually in love with Dion? Their flashbacks and current-day scenes suggest that the mob boss longs to be romantically involved with the drug addict chef who owes him money. Have I mentioned that this show is doing too much all at once?
Anyway, the big question outside of the paternity of TJ is whether or not Aidan’s gun was going to make like Chekhov’s and go off at some point. Would TJ really go to school with a gun and shoot his bully?
Well, after Aidan decides he’d rather kill himself than slowly die from his illness, he goes into his safe looking for his gun. He discovers it’s gone and suspects that TJ took it. He calls Thirio and tells Dion about what happened, and about giving TJ lessons on how to shoot, and that sends Dion into a panic. He can connect the dots.
He rushes outside and meets Tommy at the car. Tommy’s in denial about TJ hiding a gun in the house, but Dion quickly convinces him that something could really be going wrong. On their way to the school they hear sirens, as cop cars arrive at the school. The two wait outside the front doors as the school’s evacuated. Then, TJ comes out safe and sound. The bully Andre? He’s in cuffs. TJ planted the gun in his locker in order to frame him.
That fact presents quite the conundrum for Tommy. On the one hand he has Aidan and Dion telling him about how the bully is just getting what he deserved. On the other, what lesson does letting Andre take the fall teach TJ? Considering that Child Services is still lurking, allowing his son to admit to bringing the gun to school certainly wouldn’t reflect well on him. It’s complicated, is what I’m saying.
Well, everything is complicated on Feed The Beast. For instance, just as Guy has made peace with his grudge against the Tooth Fairy, the Tooth Fairy kills him in another statement in favor of his ability to keep the mob running smoothly. The episode ends with Guy dead on the street, Marisa thinking she’s managed to keep both men in her life alive, the Tooth Fairy still coming after Dion despite being in love with him, and Tommy reckoning with the fact that he’s basically a paranoid, depressed lunatic who isn’t helping his traumatized son get better. On to the season finale!
Feed the Beast
Tales of the peoples of the world Children's Radio listen to fairy tales for children online
Ireland. Violinist Raftery00:06:24
Ireland. Paddin and the Lake Fairy00:06:33
Ireland. Munahar and Manahar00:06:07
Ireland. Field of daisies00:06:19
Ireland. Scientists Mangreta00:06:41
Ireland. bird king00:06:23
Ireland. master and servant00:05:53
Ireland. lazy beauty and her aunts00:07:02
Ireland. Goba's wife00:06:18
Ireland. How to dream?00:06:19
Ireland. Lord and innkeeper00:06:10
Ireland. king and goose00:06:27
Ireland. Munahar and Manahar00:06:07
Ireland. haughty princess00:06:35
Ireland. Lord of the Crows and Dark Patrick00:06:25
Ireland. Family strife00:05:54
Mongolia. old man with fingernail00:06:15
Mongolia. Tiger, yak and fox00:07:51
Mongolia. Sly mouse00:06:58
Mongolia. smart boy00:07:01
Mongolia. Man and tiger00:07:07
Mongolia. Sly badarchin00:06:48
Mongolia. Wise hare00:06:20
Mongolia. Naughty kid00:07:24
Mongolia. Owl and Raven00:06:52
Mongolia. How Badai Lama taught a lesson00:07:16
Mongolia. magic bell00:07:18
Mongolia. wolf and fox00:07:20
Germany. How a simpleton defended the honor of the city00:07:25
Germany. Bretten dog00:07:19
Germany. Shoemaker and gnomes00:07:38
India. Three princes00:06:29
India. resourceful orphan00:06:25
India. Sant and Basant00:06:36
India. How mice deceived a cat00:06:20
India. Thief, tiger, bear and jackal00:05:58
India. The story of the city of Pataliputra00:06:04
India. Jackal and Partridge00:06:04
India. magic song00:06:04
India. How the Maharaja sparrow defeated00:06:04
Czech Republic. The Tale of the Burgomaster and Janka00:06:04
Czech Republic. The Tale of Wenceslas and the Dragon00:06:04
Czech Republic. gift from the king of darkness00:06:04
Czech Republic. The Tale of the Magic Horse00:06:04
Czech Republic. The Tale of the Cheating Doctor00:06:04
Czech Republic. Tale of Death and her godson00:06:04
Czech Republic. Tale of a young man who understood animals and birds00:06:04
Czech Republic. Tale of the cunning innkeeper00:06:08
Czech Republic. The tale of a young man who was not afraid of ghosts00:06:04
Czech Republic. The Tale of the Horned Princess00:06:04
Czech Republic. Fairy tale about school for cats00:06:04
Czech Republic. Tale of the Silver Staff00:06:04
Czech Republic. A Tale of Fake Wizards00:06:04
Czech Republic. The tale of the mischievous prince00:06:04
Japan. Tale of the Traveling Tanuki00:06:04
Japan. The Tale of the Crane Feathers00:06:04
Japan. Porcelain cup00:06:04
France. Seer Vincent00:06:04
Brazil. Why does a ficus wrap around a palm tree00:06:04
Brazil. fox wedding00:06:04
Finland. Lappian Sinisters00:06:04
Africa. The Tale of the Parrot and the King's Magic Drum00:06:04
Africa. About the mouse that defeated the lion00:06:02
Africa. oil girl00:06:04
Vietnam. The Tale of Sang and Hong00:06:04
Italy. Tale of bread, cheese and love00:06:04
Italy. The Tale of the Birdman00:06:04
Italy. The Tale of the Wise Cat00:06:04
India. How the old man and the old woman deceived the bear00:06:04
India. cowardly tiger00:06:04
Finland. How the sailor's innkeeper cheated00:06:04
Vietnam. The Tale of the Smart Man and the Fool00:06:04
Finland. How Ollie was looking for happiness00:06:04
Vietnam. The Tale of the Musician Boatman00:06:04
Finland. Sauli, Yuho and old pines00:06:04
Vietnam. The Tale of the Smart Peasant Woman00:06:04
Finland. How Tarmo taught the bear a lesson00:06:04
Vietnam. The Tale of the Dragon Slayer00:06:04
Finland. The Tale of Foolish Peikko00:06:04
Africa. Why does an elephant have a long trunk00:06:04
Africa. Tale of the Moon00:06:04
Africa. About a cunning creature that birds and animals quarreled00:06:04
Africa. About the rooster that quarreled between two brothers00:05:54
Africa. A tale of envy00:06:04
Africa. About grandma, squirrel and evil leopard00:06:04
Finland.The Tale of the Evil Stepmother and the Beauty 00:06:04
Vietnam. The Tale of the Lazy Boy00:06:04
Finland. How Juhani worked for a sorcerer00:06:04
Vietnam. Tiger skin00:06:04
Finland. The Tale of the Squirrel and the Lazy Hunters00:06:04
Vietnam. Wang Sang and the moon00:06:04
Vietnam. The tale of the wise peasant and the stupid leopard00:06:04
Finland. Where wealth is buried00:06:04
Vietnam. Tale of a cat, a hare and a field mouse00:06:04
Finland. The tale of how the crow outwitted the fox00:06:04
Vietnam. The tale of the cunning hunter00:06:04
Finland. Yerho and Troll00:06:04
Vietnam. The tale of the brave youth and the snake00:06:04
Vietnam. lake of tears00:06:04
Finland. Antti and his bird of happiness00:06:04
Africa. About broken friendship00:06:04
Jewish tales. Damn bird00:06:04
Africa. The Tale of Ayo and Deji00:06:04
Africa. About a harmful spirit that almost quarreled three true friends00:06:04
Jewish tales. Lucky from the Mill00:06:04
Africa. About the fictional prince and his grandmother00:06:04
Jewish tales. Ninety-nine and one coin00:06:04
Africa. How a turtle cheated a bat00:06:04
Jewish tales. magic babysitter00:06:04
Jewish tales. Patience is gold00:06:04
Africa. About a hawk that couldn't hunt00:06:04
Jewish tales. bear groom00:06:04
Africa. About a small but strong mouse00:06:04
Jewish tales. girl with stone00:06:04
Africa. How the Elephant and Hippo Turtle defeated00:06:04
Jewish tales. Blinches and chest with wheels00:06:04
Jewish tales. little judge00:06:04
Africa. Tale of the greedy youth00:06:04
Jewish tales. Fox heart00:06:04
Italy.The Tale of the Gift of the North Wind 00:06:04
Japan. Lazy Aiko00:06:04
Italy. The Tale of the Three Brave Soldiers00:06:04
Japan. Sparrow and Kingfisher00:06:04
Italy. Tale of the Pasta War00:06:04
Japan. Issum-boshi, or Thumb Boy from the Land of the Rising Sun00:06:04
Italy. The Tale of the Golden Goose00:06:04
Japan. Tale of the longest name00:06:04
Italy. About Giuseppe and Giuliano00:06:04
Japan. The Tale of the Tea Master00:06:04
Italy. The Tale of the True Shepherd00:06:04
Japan. Strength and wisdom00:06:04
Italy. The tale of how the peasant cheated the robbers00:06:04
Italy. Tale of the girl who ate only air00:06:04
Japan. Idiot Hiroki00:06:04
Japan. Black Crow Yatagarasu00:06:04
Italy. Tale of the Swamp Toad's Curse00:06:04
Italy. The Tale of Tommaso and the Cunning Witch00:06:04
Japan. The best fiance00:06:04
Japan. Kettle with three coins00:06:04
France. Crystal Bridge00:06:04
Brazil.The Tale of the Twins Joaquin and Rodrigue 00:06:04
Brazil. Legend of Heaven's Gift00:06:04
Brazil. Legend of the Stolen Wisdom00:06:04
Brazil. Legend of Jaguar and Rain00:06:04
Brazil. The legend of Pedro the rogue00:06:04
Japan. The most valuable thing in the world00:06:04
France. Fairies from the grotto00:06:04
Brazil. The Tale of Fernanda the Hillbilly00:06:04
Italy. The Tale of the Magic Bag and the Club00:06:04
France. Snail, wasp and wolf00:06:04
Brazil. Tale of laziness00:06:04
France. thirteen flies00:06:04
Brazil. How people and animals did not divide the Wonder Tree00:06:24
France. Pierre and Jean00:06:04
Brazil. The story of the Queen of the Jaguars00:06:04
Italy. The Tale of the Princess General00:06:04
France. Where did owls come from00:06:04
Brazil. Jaguar Eyes00:06:04
France. Night dancers00:06:04
Brazil. Jose and Camilla00:06:04
Japan. Chest of jokes00:06:04
France.Tales of the Gali Rooster 00:06:04
Brazil. How the moon appeared in the sky0005 00:06:04
Italy. The Tale of Fearless Martin00:06:04
France. Two sisters and dancing people00:06:00
Brazil. Legend of the Evening Star00:06:04
France. Fox and Cat00:06:04
France. Partridge and Fox00:06:04
Brazil. Turtle and corn00:06:04
France. Peasant and donkey00:06:04
Brazil. Beautiful Faushtina and Jaguar00:06:04
Japan. Second youth00:06:04
France. Wolf and Fox00:06:04
Brazil. How the rabbit outwitted the monkey00:06:04
Japan. Izamu the brave00:06:04
Brazil.Why Dog, Cat and Mouse are not friends with each other 00:06:04
France. dragon and girl00:06:04
Brazil. About the Parrot that screams “Break-bread-blow”00:06:06
Italy. Tale of three gifts for the princess00:06:04
Italy. The Tale of the Smart King00:06:04
China. How children ate noodles00:06:04
China. How Cha turned into a dragon00:06:04
China. How to Celebrate New Year Steel00:06:04
China. How mice visited00:06:04
China. How the kite appeared00:06:04
China. sun and cock00:06:04
China. Miraculous rocker00:06:04
China. three sisters00:06:00
Japan. Who is the strongest in the world00:06:04
China.How the king bird taught to build nests 00:06:04
China. The wise judge and the stone slab00:06:04
China. Heavenly Emperor and 12 Animals00:06:04
China. Useful lesson00:06:04
China. clay men00:06:04
China. Liu brothers00:06:04
China. The old man and the mountain00:06:04
China. magic pumpkin00:06:04
China. How an old woman grew tea00:06:05
China. family jewel00:06:04
China. How a cat and a dog began to quarrel00:06:04
China. hare tail00:06:04
Simple recipes for great publicity
BUSY IS DANGEROUS
Do you like waffles? I love, and the Beast too, He is not able to refuse this delicacy. Having devoured a train wreck, college shooting, stock market analysis, president politics (countless snacks and hot meals) in one sitting, the Beast loves to treat himself to waffles. Dessert is great because a delicious thing is served just in time. We all know that timing is key, right? No. Timeliness is not the point. This is just a delicate cream filling for waffles.
If you don't quite understand what the first paragraph is about, don't worry. I didn't mean to lecture you, I just challenged the habitual way of thinking. "Waffles" is just a metaphor, and it exposes the mystery surrounding timeliness. Contrary to popular belief, timely news is not a happy coincidence, but part of a formula. It has three ingredients, just like our favorite dessert.
The top layer of crispy dough is preparation, the bottom layer is ingenuity. Between them lie the opportunities that timeliness provides. Memorize this recipe and the Beast will eat out of your hands.
Mark Twain once complained, "We don't appreciate opportunity until it exists." Don't be fooled, this is false modesty. As one of the best American writers, Twain knew well the importance of timing. He shared his knowledge with us. Twain wanted us to understand that opportunities must be sought. They don't rush forward shouting, “We're here! Look here!" They just pass quickly in front of everyone.
Most people are so busy that they don't notice the sudden appearance or disappearance of opportunities. Others see their chance, but it takes them by surprise. People freeze in place with their mouths open. Come to your senses? Late. Only those who are constantly looking for PR opportunities catch the opportunity before it disappears. Develop a good response.
Publicity - the same waffles. Preparation replaces a layer of chocolate dough, which must certainly be smeared with cream. As soon as the filling is in place, the invention is placed on it. Voila, you have prepared a dessert for which the Beast will stand behind its hind legs. In this chapter, I will tell you about four ways to keep the principle of timeliness. The first of these is called sniper and allows you to hit the bull's-eye when the opportunity is fleeting. The second option is to join the lucky ones, which is more difficult, but gives time for reflection. The third is target shooting, which allows you to place the invention in a certain context. Finally, the last method is a preemptive strike aimed at ensuring that competitors do not get ahead of you. The first two methods are suitable for messages already in the media; the use of the latter is not limited.
All four methods are based on the fact that journalists are constantly short of time. They always do not have time, so they strive to win at least an extra minute. News, on the other hand, gains and loses importance over time.
Because of the constant haste, the Beast suffers from distraction. He is incapable of doing one thing for a long time. Get a feel for the pace of the race, and you'll be able to catch the PR opportunities that keep popping up, growing, and either fading into oblivion or being maximized.
A SNIPER HOLDS A FINGER ON THE TRIGGER
The main obstacle to fame is being busy. Our culture is being eaten away by this grave disease. I don't understand why crazy busyness has become something like an honorary order. It has become a measure of influence. If you are not busy, then you must be lazy or, worse, insignificant. Distance yourself from busy guys if you want to use the principle of timeliness - and everyone else. It is impossible to catch fleeting cases if the head is always stuffed with others. Successful publicity hunters are always on the alert, they carefully look around and do not miss anything. In their work schedule, they set aside time to plan PR. The best of these people are real snipers who have accustomed themselves to patient and vigilant waiting, who have learned to shoot at the moment when the target appears. Snipers know what all fame hunters need to know: busyness is dangerous.
I've already told you about Joe Mogorovic, who offered to pay to print his bill. He knew that the confrontation between the governor and legislators would last at most two days. It was impossible to delay. Mogorovik printed a huge check and came with it to the next meeting. Top ten!
When I was still working in television, local gymnast Trent Dimas won Olympic gold for his horizontal bar exercises. A party was held in his honor. During the official part, a certain jeweler presented the champion with a stunning diamond ring. Of course, I interviewed the giver, and my cameraman captured the gift from several angles. Everyone was amazed at how quickly the jeweler was able to create the piece. It was a sniper shot. The jeweler saw the target and hit it without hesitation. His vigilance was rewarded with high-profile publicity and media attention.
According to the timeliness principle, the more interesting an invention is, the longer it will remain attractive. The legislator and jeweler needed to act quickly, but not instantly. When the public relations opportunity is obvious and open to everyone, there is no time to yawn. Every minute counts.
One day I opened the morning paper and saw a huge headline: "The only car of the Biling family stolen from the hospital parking lot. " Below the headline was a large photograph of a sad couple and four children in front of a sheltered trailer. It followed from the article that the car disappeared while the family was in the hospital and bought medicine for the eldest son, who was ill with leukemia. Then came the heartbreaking tale of the hardships and desperation of a family that had recently emigrated from Mexico. The car was not insured, and now the Bilins have nothing to take their son to the hospital. In addition, the father cannot find a job.
After reading the report, I cheerfully told my wife that I knew the main story of the evening's news and the headlines of tomorrow's papers. I showed her the article, and she agreed that the car dealers would donate a car to the unfortunate. Once in the media spotlight, they will hit the big jackpot. We were right, and who would have doubted.
The resonance was colossal. For two days the story was played on radio and TV. “The Bilins were presented with a car! They're driving again!" newspaper covers said. A dozen firms offered the immigrants spare wheels. Others offered cash assistance and free flights to the hospital. Car theft has become one of the happiest events in the life of the family.
However, the car dealer who donated the car won the most. The media praised his noble deed for a long time. You can’t buy and order so many articles, even a billionaire can’t afford such attention. The sniper does not hesitate when a target appears. The method of instant attack on the media works both at the local level and on a national scale. After the confusion and controversy that accompanied the presidential election in 2000, the media have long discussed non-standard forms of ballots in the state of Florida. Many voters claimed they did not understand how to use them, and as a result voted for Pat Bgokenen, not for Al Gore. Others voted for two candidates at once, which automatically excluded the ballots from consideration. It was the perfect time to experiment, and the two primary school teachers jumped at their chance.
Ron McGee, a school psychologist in Georgia, designed a similar ballot with Disney characters instead of candidates. Seventy-four second graders were asked to vote for Mickey Mouse as Gore, and not a single child was wrong.
Dane Wilson, third grade teacher from Kentucky, did much the same thing. She played the ballot on her computer and asked the students to vote for Gore by pointing the cursor at the appropriate box. All 19The guys made the right choice.
Naturally, the local and national media ate this fabricated news with gusto. Why not? They comply with the principles of the New Economic Policy and are timely.
I agree, our car dealer and teachers are not real snipers. They don't follow media reports or look for opportunities to become famous. However, they spotted a PR opportunity and hit the nail on the head.
How many auto dealers, after reading an article about the theft, do you think, threw down the newspaper and grabbed the phone? And how many people could play on the hysteria caused by the ballots, but did not break away from other things? Publishing houses and firms, one way or another connected with the press, could publish parodies of ballots and laugh at the elections. How about voting in a bar at half past two in the morning, when the audience is already pretty tipsy? Residents of a nursing home could compete in logic with voters from Florida. The possibilities were endless, but only for a while. Now they are not.
This publicity approach is almost indistinguishable from the sniper method, but gives you more time to think and plan. You don't need to "shoot" immediately. You must find a way to connect your organization or occupation with what the media is currently engulfed in.
Do not count on long, calm reflections. You have a few days left, a maximum of two weeks, depending on the scale of the event. In any case, you need to hurry. The beast is like a restless child. Satisfy his curiosity before it dies down, or don't bother looking for fame.
Former President Bill Clinton has masterfully exploited the fickleness of the media. This inspires respect, because the head of state has the right to demand the attention of TV, press and radio at any time. However, Clinton did not abuse his powers, but tied his name to every local event. When the Americans watched with bated breath the O. Simpson trial, the president talked about the problems of racism. When there was a flood, earthquake or fire, he was right there to "share our pain." After the school shootings, he proposed a gun bill.
Writing for Newsweek on August 21, 2000, George Stephanopoulos, a former Clinton adviser, remarked on the chief's timing: “The president understood that speaking in front of a major event, one had to identify with him. Clinton capitalized on the fickleness of the media, turning politics into urgent and relevant messages." Good idea, my friends.
One of the most impressive examples of timely reporting, I owe to a private detective. Wayne Brewer read an article about a driver who, while intoxicated, hit a pedestrian. The victim's life hung in the balance. More than a year has passed, and the culprit has not been found. The detective was not only indignant, but also felt the possibility of PR. He tracked down the perpetrator within six days and informed the police of his whereabouts. The fugitive was escorted to prison, and Brewer became the hero of the news.
Above (see “Preparation Principle”) I told you about a client of mine who runs a domestic violence center. When the police arrest a famous athlete, my client tells reporters about the violence epidemic. When a new bill is being considered, she recalls the stories of her patients. When a woman's boyfriend kills her child, my client expresses outrage. When new statistics on domestic violence are released, she informs people about the help center through radio, TV and press interviews (see The Repetition Principle). If you want to get into the media for free, keep an eye on what's on the horizon. If dust swirls there and hot news is expected, run towards it. You don't have much time to join someone else's glory.
Very often people don't notice what opportunities an article on the second page of a magazine gives. It will bring you success if you are an expert in your field (see Resource Principle). Remember that this is the page that opinion leaders and other influential people read.
I myself try to follow my own advice. For example, when residents of houses adjacent to the TV studio complained about the noise from TV helicopters, I did not miss the opportunity to get into the media. Even media consultants have to feed the Beast. I heard the clock ticking, counting down the minutes. On the same day, I wrote an article explaining that studio helicopters are needed only in megacities, while in other cities they work exclusively for the image of the TV channel. If I had delayed the article a few more days, it would never have been published.
Remember how I talked about my struggle to keep the area code for Albuquerque and Santa Fe (the "Repeating Principle")? Our team used every opportunity to get publicity, including articles on the second pages. Of course, the best time to publish them was at the peak of our struggle. I was already overwhelmed with work. Our lawyer was also terribly busy. We could dig into other things, but we understood that the unique opportunity to save the code would soon disappear. Therefore, we worked from morning to night, wrote articles and were rewarded for our work. Our struggle was relevant. The Beast would not wait: he does not wait for anyone. In the summer of 2000, children were jumping for joy because another Harry Potter book was published. The media was also delighted. But don't think that their feelings were shared by Yale University professor and respected literary critic Harold Bloom. The author of the bestselling book What and Why to Read wrote a devastating op-ed for the Wall Street Journal calling the Potter book "idiotic", "disgustingly written", "stamped" and "low-browed even compared to the comics". Come on, Harold, come on! You better admit that you like her. Although your article was timely.
NOT IN THE EYEBROW, BUT IN THE EYE
The principle of timeliness teaches us to attract media attention at the moment when the problem or event is of the greatest interest. Sometimes you can switch the journalistic interest to yourself by linking your activity with the plot that the media is already busy with. Sometimes you need to guess the time for voicing the original message.
For example, let's look at what baseball player Sammy Souza, known for his bright ideas, did. September 13 19'98, he made his 62nd run of the season. With this, he broke the record of Roger Marys, who in 1961 completed 61 races. The next day, the Chicago Tribune printed 43,000 more copies.
Impressive, but not comparable to what happened in St. Louis five days earlier. An additional circulation of the local paper was 400,000 copies because Mark McGuire completed his 62nd run the day before. Sousa's triumph turned out to be more modest than McGuire's, because he broke the 37-year-old record five days later than his opponent. Attack in time, otherwise the media will remain indifferent to you, or at least not be as enthusiastic as they could be.
The essence of the target shooting method is to give your message when the topic is a priority for the media. This is perhaps best done by political leaders.
George Pataky, Governor of New York, wrote a book entitled My Roots. When did he make the presentation? The day before you put forward your candidacy for a second term. By scheduling these events one after the other, Pataki created the illusion of publicity and media attention. If events were separated by at least a week, there would be much less media coverage.
Pataki's success is just rubbish compared to what the political unions are trying to achieve. In 1998, the House of Representatives intended to vote to impeach Clinton. The commentary by Independent Attorney Kenneth Starr was published a few months ago and no new information has been received since. The main arguments against the president have been discussed for a long time. However, in the last days before the vote, the Republicans began to give press conferences throughout the country. Suddenly, politicians who were at a loss to make a decision became staunch supporters of impeachment.
Why did the Republicans launch their attack right before the vote? Look for the answer in the principle of timeliness. If the Republicans had started the campaign weeks or months before the event, they would have used up all their ammunition too soon. I want to warn you: the principle of timeliness is not only about getting in time with the Beast. Don't forget about comparing publicity to a waffle. The recipe also includes preparation and ingenuity. Keep them in mind when choosing targets.
HOLIDAYS ARE FOR LOSERS
It's not that hard to prepare waffle filling. Sometimes it is enough to open the calendar and take a look at the red days.
Do you still remember the grandmother who walked from California to Illinois just to tell the world about her birth defects? Her route and release date were not accidental. The traveler chose Highway 66, which just turned 75 years old. This made her story even more curious.
Any event can be dated to the date that is customary to celebrate. New Year, Christmas, April 1, 9May and other holidays attract publicity hunters like a magnet. I highly recommend not to contact them. Why do you need extra competitors? I advise you to speak at the moment when the Beast is most likely to pay attention to you. If you have become one of many, then you have unnecessarily complicated your life.
When choosing the time and place for catching the Beast, follow the main principle of the media - the principle of originality. Work creatively. Let your message be bright and catchy, like a white fabric with red polka dots. Creativity is much more important than a logical connection between two pieces of news. Let's say you want to draw media attention to a major chess tournament, with television being your most desirable. When do you think the championship should be held? I understand it's a difficult question. It seems that such an unspectacular plot has no chance at all. It will appear on TV only if it is the only event of the day. No matter how! There is one day when it will become a real hit.
Don't be surprised, but I think the best time for a chess tournament is the day of the American Football Super Bowl. Think about what might arouse interest on a day when the whole country gathers in front of the screens? Certainly the most boring event. The contrast is just fantastic. 90 million Americans are clinging to their screens watching the big guys race across the field after the ball. At this time, a bunch of intellectuals are watching skinny opponents, figuring out which of them is smarter.
No reporter will pass by such a find. Imagine the finished story! The thug knocks down a 110-kilogram opponent. In the next frame, a freckled bespectacled man walks a horse and eats an elephant.
PR opportunities are only limited by your imagination. Imagine that you are the owner of a sports store and sell bicycles. When do you think it's easier for you to appear in the media? We combine the principles of resources, ingenuity and timeliness and enjoy the result. At the end of the school year, journalists are especially receptive to stories about children. At this time, the question of how to save them from trouble is very relevant.
You can offer a free course on safe riding as a bike dealer. Involve local schools, the Young Men's Christian Association or the city government in the process. Your idea will gain more weight even if they just let you use their names.
Make learning fun and win prizes. Run a course the week before summer break to warn kids and parents about the dangers of skiing. Tell reporters that you set yourself two goals; teach children how to ride safely and remind drivers that there will soon be a sharp increase in the number of cyclists on the streets. Is it possible to miss with such weapons?
By the way, did you remember to change the batteries in the fire alarm? If you forgot, don't blame the firemen. Surely local channels and radio stations urged you: “When switching to winter time, replace the batteries.” Every October, firefighters give away free batteries and do many other things to keep us safe from the consequences of our forgetfulness.
Is there any connection between winter time and changing batteries? Undoubtedly. In winter, more fires occur in residential areas. The logic is questionable, but still present. This is her attraction. Interest in the story equally depends on the time of its presentation and the content itself.
The next time you feel like having some fun, go to a video store and pick up the 1987 News Release movie. It comically represents the mentality of reporters. In one episode, a journalist played by Albert Brooks tries to interview an unwilling Vietnam veteran. Annoyed by the pushy reporter, the veteran spits a bunch of irreverent words into the microphone and asks, "Is that okay with you?" The correspondent replies: "If there is no other news today."
The episode serves as a good lesson for PR people: choosing the right time often comes down to not speaking out at the wrong time. In other words, go where there are no competitors.
How many charitable organizations hold their actions on holidays? Many thousands, but only a small fraction of good deeds receive a mention in the media. In every city, dozens of organizations host Christmas and Thanksgiving gala dinners or distribute food to the homeless, the elderly, and the critically ill. This is a wonderful thing, but, alas, the wrong time has been chosen for it. On holidays there is fierce competition for a place in print or on the air, and the media quickly get tired of monotonous stories. My advice to you: be the first or choose another date.
Each year, Samaritan's Purse sends out 4 million boxes of gifts and useful items to children in need. The project is called Operation Christmas Child. The action is held in mid-November, when the Christmas season is just beginning, and therefore receives tremendous media coverage. The attention of mass media helps to develop the project.
Another American organization avoiding competition by hosting "April Christmas". This group has branches in all 50 states and renovates the homes of the elderly and disabled. Volunteers from the neighborhood replace heaters and stoves, fix leaking roofs and faucets, clean yards, and tidy up dilapidated dwellings. The organization is basking in publicity because no one but her plays Site-Klaus in the spring. I have demonstrated the proactive strategy with charitable associations, but it works in any field. If your organization wants to bring an event or event to the attention of the Beast, find out what else is planned for that day. This must be done in any case, but especially if your news is not sensational. For subjects that are not of paramount importance, little space is allotted. Do not be too lazy to make sure that the day of your action did not coincide with a city holiday, festival or other celebration.
EXPERIENCED TRAVELERS LEAVING IN THE MORNING
You never know how busy a day will be. Breaking news comes up all the time: murders happen,
earthquakes, stock price crashes, catastrophes, and natural disasters. When reports of this kind appear, the media sacrifices the least important news. That is life. No one is immune from urgent incidents that crowd out his message. However, there is a time that is considered the safest.
Working with the media is like flying in an airplane. If you have a ticket for the first morning flight, you will surely arrive at your destination on time. Then bad things happen and flights are delayed. Planes break down, thunderstorms begin, routes change, crowds gather, discontent grows, and by the end of the day everyone is finally exhausted, late and losing their temper. Welcome to the atmosphere of a normal editorial.
Activities that can be done at any time should be scheduled in the morning, before the day has turned into a mess. As a media consultant, I have planned dozens of events. As a reporter, I covered hundreds. With few exceptions, the most successful of them took place before noon. Sounds reasonable, but for some reason people don't use it.
Every day, reporters receive stacks of press releases inviting them to events scheduled for 4:00 pm, 5:00 pm, and even later. Their authors, apparently, are not themselves. There is no worse time to attract journalists, and especially television people, than the middle and end of the working day. The reporters are busy writing stories based on the information they've gathered since morning. Editors and producers are thinking about when to release urgent messages. It's a terrible tension. If an insignificant event happened in the morning and the story about it is already ready, it still has a chance to get on the air or in print. Daytime and evening messages have to compete with the entire flow of news.
Some reporters go to work in the afternoon, but they are a minority. News agencies give such journalists fewer assignments; in addition, they are sometimes connected to morning stories. There is a risk that at 19.00 there will be one of the dreary, but obligatory events for coverage, such as a meeting of the city or the city council. If you don't have a need to compete with other news, don't.
Hold your activities at the start of the day or week. The media work non-stop, but Monday morning has a special meaning for them. Most responsible persons in news agencies work from Monday to Friday. When the weekend news team passes the torch to them, they immediately feel the need to fill the pages and minutes with something. This is a great opportunity for you. The news doesn't come out right away, and when choosing between leaving the reporter to sit back or sending him to cover a not-too-interesting event, the chief will choose the latter option.
Look at your watch and calendar with a penetrating eye. The success of your public relations campaign depends not so much on its content, but on the employment of journalists at a particular moment. Do yourself a favor, reach out to reporters in the morning and avoid the competition that comes in the evening.
I can't tell you all the possible scenarios. I do not try to foresee everything, and I advise you not to. Just don't forget that the Beast worships time. He has no other choice: all aspects of the media business are subject to a strict schedule. Choose your media hours carefully. As long as you remember the waffle analogy, you will taste the sweet taste of victory.
TAKE A TIME OUT
You must have noticed that media principals act like teenagers. They like to walk in groups, dress in the same style and need vigilant control.
To illustrate the principle of timeliness, I told you about a private detective who caught the culprit of an accident. The same example could be given when it came to the principles of inventiveness, accessibility, preparation, originality, emotionality and simplicity. All of the examples in this book fit into any chapter, simply because that's the general pattern in the media. Therefore, they need to be applied systematically. Otherwise, everything loses its meaning and it is impossible to understand why one plot turned out to be successful, and the other was left without attention.
Ask any PR, advertising or journalism professional what the reason for Muhammad Ali's success is, besides his athletic talents. You will be told sweet words about his charm, charisma, bravado and extraordinary mind. Such a description is useless for those who want to learn from the star. The explanation of how Ali became the pet of the Beast will be given to you by the principles of the
media. The boxer is extraordinary, emotional and simple, that is, he meets all the requirements of the mass media. He fought for the heavyweight title and did not regard the media as a necessary evil. He treated journalists as partners (resource principle) and carefully prepared for every fight, interview and speech (preparation principle). He conveyed thoughtful messages to the audience and repeated them more than once (the principle of repetition). Being accessible to journalists, Ali always knew how to say something new. He was not only the greatest, but also the most accessible. The boxer applied the principle of ingenuity to create his flamboyant image and timed admirably.
We know from Ali and other media darlings that successful PR requires constant work to tame the Beast. Working with the media must be put at the forefront. Assertive publicity hunters don't just take the time to analyze PR opportunities, forgetting about them when it's over. They are always on the lookout and know what to do when there is a chance to get into the media. In short, they don't let things overwhelm them so much that there's no time to take a chance on an advertising campaign. Please don't make excuses for urgent matters. Media principles don't take your time. They save it, because by trying to seize the opportunity, you gain experience. By practicing, you improve your skills and increase the likelihood of success. Very quickly, the principles of the media become part of your picture of the world.
In the previous chapters we studied the Beast to understand its habits. I strongly emphasized that neglecting baits (originality, emotionality, simplicity), traps (preparation, availability, repetition) and aggressors (resources, ingenuity, timeliness) leads to big trouble.