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RURAL REALITY vs. REALITY TV:
ANATOMY OF A PUBLIC AWARENESS CAMPAIGN
Introduction
Readers of The New York Times are accustomed to seeing public-issue advertisements on the op-ed page, often placed by prominent voices speaking out on national topics. Few Times readers would have recognized the organization that purchased the op-ed space on January 7, 2003, however. The subject of the ad was just as unlikely -- a 400-word criticism of reality television taking on CBS's plan to produce a program called "The Real Beverly Hillbillies."
Placed by the nonprofit Center for Rural Strategies, the ad argued that CBS's proposed reality show would ridicule rural Americans while ignoring the real problems and opportunities in rural communities.
The ad captured the attention of readers, journalists, and those who make their living observing and commenting on the media. By the start of business, several hundred supportive emails had poured in to Rural Strategies via the organization's website. By 10 a.m. radio talk-show producers across the country were calling to arrange interviews. By the end of the day national print and broadcast reporters were peppering the office with inquiries.
With a full-time staff of four employees, Rural Strategies successfully coordinated a national campaign that stymied one of the world's most powerful media companies. The effort flooded CBS with emails, faxes, phone calls, and letters from thousands of individuals. It prompted the network's president to lower expectations that the network would produce the program. It expanded press coverage of rural issues in general, not just "The Real Beverly Hillbillies" controversy. And it demonstrated that America's affection for rural life and culture can be an effective tool for influencing public debate.
This interim report provides an overview of the campaign against CBS. It also demonstrates how effective communications strategy can help frame issues, redirect public attention, and influence corporate and governmental decision making.
NEXT: Why media images matter
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