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Maryland PIO Helps Agency Shape Public Image

Former combat veteran and current public information officer Todd Wivell works for the Frederick County Sheriff’s Officer. Last year, his agency dealt with Black Lives Matter rallies, some of which became aggressive.

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Defund police initiatives and general anti-police sentiment across the United States have led to low morale and high turnover. In today’s news cycle, you are hard pressed to find images and stories of police making a difference in their communities.

In fact, I would argue that with local television news ratings plummeting, it would be counterproductive for news outlets to run stories about police that do not involve some type of fear-based programming.

When I ran a digital news outlet in Western New York our analytics begged for the sensationalistic approach. Our views, engagements, and shares would skyrocket if we ran a story that entailed violence, especially involving police.

Shortly after the Derek Chauvin verdict came down on Friday, I started thinking about how difficult it must be for people inside law enforcement to try and rehabilitate an image that has taken such a hit. The fact of the matter is that every day citizens are unlikely to die at the hands of a police officer. People are not getting killed randomly by well-intended officers of the law.

Former combat veteran and current public information officer Todd Wivell works for the Frederick County Sheriff’s Officer. Last year, his agency dealt with Black Lives Matter rallies, some of which became aggressive.

It is Wivell’s job to shield the agency from the wrath of the media while controlling a general narrative and providing the public with accurate and timely information. Wivell was hired last October and has done a fantastic job connecting the sheriff’s office to the community.  

Ryan Hedrick: What is your role as a public information officer (PIO) for the Frederick County Sheriff’s Office?

Todd Wivell: In addition to getting timely, accurate information out from crime scenes or investigations to the media, my job is to be a barrier between our deputies and the press. When I go and I meet with our patrol teams and I meet with our sergeants and our leaders, I always try to tell them let me be that barrier for you. You guys don’t have to answer any media questions. I will do it. That really seems to work for us at the Frederick County Sheriff’s Office.

RH: With so many political conversations entering the law enforcement arena, how do you ignore those conversations and do your job without making statements or comments that could be construed as political?

TW: My first goal is to always serve the public, the people, the sheriff’s office, the deputies, and treat everyone equally. That is a very thin line that I can not cross. I cannot do anything to help the sheriff with his election, I can’t get on the department’s social media page and talk about what the sheriff is doing for the election. There are times when people view posts from our department as political in nature, but we have no control over what people think or what they post.

RH: What have you learned about the role social media plays and how it can help you do your job?

TW: One of the things I have learned is that people want their news, and they want it now. It is no longer the 24-hour news cycle, it is the 24 second news cycle. Whatever is going on right now they want something, and the best way to do that is through social media. I am a little bit older and what I found out recently is that the older generations of us, we like Facebook. For us in the Frederick County Sheriff’s Office, we get the most bang for the buck on Facebook. I also use Twitter and Instagram. 

RH: How do police and law enforcement officials that you interact with, feel about the treatment from the media?

TW: For me, as a public information officer representing a law enforcement agency, what I try to do is inform Frederick County residents of what is going on in the county. It is not about defunding the police, it is not about the political issues, it is not about the argument to remove police from schools, it is about us telling the truth about what is going on inside the county.

RH: How can police officers exhibit behavior that makes them look human in the public eye?

TW: I think a great example of this comes from one of our Facebook posts Friday where we had a deputy stop by a local neighborhood in Ballenger Creek and interact with the kids. We received this great Facebook message from this local resident saying this is so nice and that this is the kind of stuff that we want to see. The Frederick County Sheriff’s Office is getting out and about into all of the communities as much as possible.

RH: Do you have any more examples of how community policing is working in your jurisdiction?

TW: National Night Out is coming up on August 3. We are going to be in a local community called Urbana at the brand-new YMCA, that is going to be our primary location, but we are going to be in other towns and locations as well. We have deputies that patrol this county which is the largest land mass county in all of Maryland. In addition, we also have deputies in three different towns because they value that, and they want us there.

RH: What do police not understand about social media and the importance of portraying themselves in a good image?

TW: I think because of today’s environment where you have the George Floyd death or you have the death where the officer thought she was shooting her taser but instead she fired her service weapon, it seems like a lot of the media focuses on the negative of law enforcement. Our officers have a reluctance to go in front of the media or to go and put themselves out there too much.

BNM Writers

Bring Back the Art of Debate

In small doses and in the proper situation, it’s well worth your time to have your own ideas, along with the audience’s, challenged. 

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The last few weeks I’ve thought a lot about a quote I recently heard from Bill O’Reilly. I believe it was in a recent interview he appeared in with Glenn Beck, and O’Reilly was discussing his years as host of “The O’Reilly Factor”, the most-watched cable news show in the history of the medium. He was discussing how he went about booking his guests and said, and I paraphrase, “I tried to book the smartest people who could challenge me.” 

That’s one of the reasons that O’Reilly’s show was so successful. He did that on a nightly basis for over 20 years.

Unfortunately, that premise has gone by the wayside, in favor of echo chambers across the media landscape, including talk radio. 

But that doesn’t mean it can’t come back in some capacity and it doesn’t mean the host has to compromise their values. 

Each week on my morning show on KCMO Talk Radio, I interview Kansas City Mayor Quinton Lucas. Lucas is a Democrat, who has certainly angered lots of conservatives over the last 18 months on issues of COVID lockdowns, masks, and policing policy, just to name a few. One can debate how far left Lucas is on the “liberal spectrum”, but he will be the first to tell you he is a proud Democrat. 

Shortly after the pandemic began, I spoke with his office about doing a weekly hit to update the city on what was happening on the COVID front. The interview has continued ever since, every Thursday morning at 7:30, but has touched on any and every topic relevant to Kansas City.

And while every listener, plus Lucas himself, knows I have disagreed with much of his policies over the last 18 months, our conversations are challenging, but cordial, respectful, and informative for the audience.

However, like clockwork, after each weekly conversation, there will be a barrage of calls, texts, social media messages, and e-mails saying that I, as the host, “let him off the hook”, “am too soft”, and all the usual criticisms that come from a portion of the audience. These individuals insist they are done listening to our weekly conversations.

But you know what, something funny happens when I look at the KCMO Talk Radio streaming numbers each day or look at the ratings at the end of the month: Thursdays at 7:30 end up being one of our most-listened-to and highest-rated segments, by far. 

Then, when I go out in the real world, people tell me how much they appreciate the weekly conversations with the mayor, despite how much they may disagree with him. They think it’s important that our audience gets to hear from him, even if we aren’t his “based” constituency. 

To Lucas’ credit, he comes on my show, despite our differences. That’s a lost art for most politicians, left and right, who only want to go on media that is sympathetic to them and their beliefs. 

And then on the flip side, hosts on TV and radio have gone too far into the echo chamber, where they don’t want to hear from those who disagree with them. They also believe that the small portion of the audience that “wants blood” (theoretically speaking, of course) from their opponents, are the majority of the audience.

My research shows that’s not the case. And to reiterate, none of this requires a host to compromise their beliefs or become “squishy” on their opinions.

Granted, I wouldn’t spend hour after hour with guests who are disagreeable or don’t align with the audience, but the right guest in the right spot has real potential to create an excellent conversation and really good radio. 

There’s no doubt it’s harder than ever to book these guests, based on the aforementioned reasons, but in small doses and in the proper situation, it’s well worth your time to have your own ideas, along with the audience’s, challenged. 

And while hearts and minds are unlikely to change given the divisive climate we find ourselves in, you created a moment that connected with the listener, either good or bad, that will be memorable to them and keep them coming back for more. The loud-mouth haters be damned. 

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BNM Writers

FOX News Remains Go To Network For Noteworthy Events

“Fox News’ special “A Gabby Petito Investigation with Nancy Grace” drew 1.78 million.”

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Several noteworthy news events occurred during the week ending September 19, most of which Fox News Channel was the leading cable news outlet in its coverage viewership.

On Sep. 13, Secretary of State Antony Blinken was the first Biden administration official to testify publicly to lawmakers since the Islamist militant group, the Taliban, took over Afghanistan. His appearance before the House of Representatives Foreign Affairs Committee   was tabulated only for MSNBC by Nielsen Media Research, to a delivery of 542,000 total viewers (from 2:16-4:00 p.m. ET). On the following day (Sep. 14), Blinken’s testimony before the Senate Foreign Relations Committee aired on both Fox News and MSNBC. Fox News was the clear victor, more than doubling MSNBC in total viewers (1.576 million vs. 0.648 million) and nearly quadrupled in the key 25-54 demo (257,000 vs. 66,000).

The California gubernatorial recall election on Sep. 14 that resulted in Gavin Newsom remaining as governor was extensively covered for four hours on CNN: 

10-11 p.m. ET: 1.049 million total viewers; 309,000 adults 25-54

11 p.m.-midnight ET: 1.013 million total viewers; 344,000 adults 25-54

midnight-1 a.m. ET: 0.846 million total viewers; 283,000 adults 25-54

1-2 a.m. ET: 0.575 million total viewers; 185,000 adults 25-54

Fox News covered the election results only in the 11 p.m.-midnight hour, averaging 2.05 million total viewers and 411,000 adults 25-54 — no doubt, assisted by its highly-watched prime time lead-in.

MSNBC spent only 26 minutes of live coverage in late night, resulting in 659,000 total viewers and 93,000 adults 25-54 (from 1-1:26 a.m. ET). 

MSNBC was the lone cable news outlet to air testimony by American female gymnasts before the U.S. Senate Judiciary Committee on the morning of Sep. 15. Gold medalist athletes Simone Biles, McKayla Maroney, and Aly Raisman relayed to lawmakers how the FBI and U.S. gymnastic and Olympic officials failed to stop the sexual abuse that they, along with hundreds of other athletes,suffered from former doctor Larry Nassar. From 10:43 a.m. to 12:06 p.m. ET, MSNBC averaged 753,000 viewers and 62,000 in the key 25-54 demo; the gymnasts’ press conference from 2:10-2:30 p.m. (also on MSNBC) drew 813,000 viewers and 95,000 adults 25-54.

On Sep. 18, Fox News covered SpaceX’s return of its Crew Dragon spacecraft from orbit, with the capsule carrying the four members of the Inspiration4 mission back to Earth after three days in space. It was the furthest humans had traveled above the surface in several years. The capsule Resilience splashed down off the coast of Cape Canaveral, Florida in the Atlantic Ocean. From 7-8 p.m. ET, Fox News posted 1.155 million total viewers and 141,000 adults 25-54. SpaceX is owned by Elon Musk.  

Lastly, on Sep. 19 at 10 p.m. ET, Fox News’ special “A Gabby Petito Investigation with Nancy Grace” delivered the highest-rated cable news show in the 25-54 demo of the entire weekend with 317,000 viewers. In total viewers, the live special drew 1.78 million.

Here are the cable news averages for September 13-19, 2021.

Total Day (September 13-19 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.483 million viewers; 238,000 adults 25-54
  • MSNBC: 0.767 million viewers; 86,000 adults 25-54
  • CNN: 0.587 million viewers; 125,000 adults 25-54
  • HLN: 0.194 million viewers; 60,000 adults 25-54
  • CNBC: 0.140 million viewers; 34,000 adults 25-54
  • The Weather Channel: 0.137 million viewers; 27,000 adults 25-54
  • Newsmax: 0.135 million viewers; 18,000 adults 25-54
  • Fox Business Network: 0.084 million viewers; 11,000 adults 25-54

Prime Time (September 13-18 @ 8-11 p.m.; September 19 @ 7-11 p.m.)

  • Fox News Channel: 2.659 million viewers; 417,000 adults 25-54
  • MSNBC: 1.375 million viewers; 156,000 adults 25-54
  • CNN: 0.799 million viewers; 177,000 adults 25-54
  • HLN: 0.206 million viewers; 63,000 adults 25-54
  • CNBC: 0.203 million viewers; 65,000 adults 25-54
  • Newsmax: 0.163 million viewers; 25,000 adults 25-54
  • The Weather Channel: 0.151 million viewers; 29,000 adults 25-54
  • Fox Business Network: 0.046 million viewers; 6,000 adults 25-54

Top 10 most-watched cable news programs (and the top MSNBC and CNN programs with their respective associated ranks) in total viewers:

1. Tucker Carlson Tonight (FOXNC, Tue. 9/14/2021 8:00 PM, 60 min.) 3.776 million viewers

2. Tucker Carlson Tonight (FOXNC, Wed. 9/15/2021 8:00 PM, 60 min.) 3.574 million viewers

3. Hannity (FOXNC, Tue. 9/14/2021 9:00 PM, 60 min.) 3.528 million viewers

4. Tucker Carlson Tonight (FOXNC, Mon. 9/13/2021 8:00 PM, 60 min.) 3.343 million viewers

5. The Five (FOXNC, Tue. 9/14/2021 5:00 PM, 60 min.) 3.294 million viewers

6. Tucker Carlson Tonight (FOXNC, Thu. 9/16/2021 8:00 PM, 60 min.) 3.274 million viewers

7. Hannity (FOXNC, Wed. 9/15/2021 9:00 PM, 60 min.) 3.202 million viewers

8. Hannity (FOXNC, Thu. 9/16/2021 9:00 PM, 60 min.) 3.171 million viewers

9. Tucker Carlson Tonight (FOXNC, Fri. 9/17/2021 8:00 PM, 60 min.) 3.151 million viewers

10. The Five (FOXNC, Mon. 9/13/2021 5:00 PM, 60 min.) 3.121 million viewers

17. Rachel Maddow Show (MSNBC, Tue. 9/14/2021 9:00 PM, 60 min.) 2.611 million viewers

127. Anderson Cooper 360 (CNN, Wed. 9/15/2021 8:00 PM, 60 min.) 1.209 million viewers

Top 10 cable news programs (and the top  CNN and MSNBC programs with their respective associated ranks) among adults 25-54:

1. Tucker Carlson Tonight (FOXNC, Tue. 9/14/2021 8:00 PM, 60 min.) 0.629 million adults 25-54

2. Tucker Carlson Tonight (FOXNC, Wed. 9/15/2021 8:00 PM, 60 min.) 0.621 million adults 25-54

3. Hannity (FOXNC, Wed. 9/15/2021 9:00 PM, 60 min.) 0.568 million adults 25-54

4. Tucker Carlson Tonight (FOXNC, Thu. 9/16/2021 8:00 PM, 60 min.) 0.544 million adults 25-54

5. Tucker Carlson Tonight (FOXNC, Mon. 9/13/2021 8:00 PM, 60 min.) 0.542 million adults 25-54

6. Hannity (FOXNC, Tue. 9/14/2021 9:00 PM, 60 min.) 0.538 million adults 25-54

7. Hannity (FOXNC, Thu. 9/16/2021 9:00 PM, 60 min.) 0.514 million adults 25-54

8. Tucker Carlson Tonight (FOXNC, Fri. 9/17/2021 8:00 PM, 60 min.) 0.510 million adults 25-54

9. The Five (FOXNC, Tue. 9/14/2021 5:00 PM, 60 min.) 0.491 million adults 25-54

10. The Five (FOXNC, Wed. 9/15/2021 5:00 PM, 60 min.) 0.479 million adults 25-54

29. CNN Special Coverage “California Governor Recall Election” (CNN, Tue. 9/14/2021 11:00 PM, 60 min.) 0.344 million adults 25-54

36. Rachel Maddow Show (MSNBC, Tue. 9/14/2021 9:00 PM, 60 min.) 0.315 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research

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BNM Writers

Pivoting to News/Talk Was A Natural Move For Steve Malzberg

“Censorship from management is something that you just need to put up with. If you don’t like it, you can leave.”

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RT America host Steve Malzberg’s accomplished career began in sports but deep down he always had a passion for politics. Even before right-wing commentators were accusing the woke sports media of pandering to a specific base, Malzberg saw the hypocrisy in some of the day-to-day coverage.

The liberal bent fueled Malzberg’s creativity and desire to be different. Topics like race in sports often gave him fodder for his nightly shows in New York City. Years of railing against liberal opponents eventually made switching to news/talk full-time, seamless.

Malzberg’s unique skill set has translated well in both radio and television. Following a lengthy run at iconic WABC Radio, he was hired at WOR Radio and was eventually replaced by New York’s former governor David Patterson.

In 2013, he was hired by Newsmax TV to host the Steve Malzberg Show. Last year, he inked a deal with RT America to host a media commentary show. Now, very content and with plenty of creative freedom, Malzberg offers his expertise on media bias to millions of people. Malzberg recently sat down with Barrett News Media to discuss his path to success, his job at RT America, and how the death of Rush Limbaugh rocked conservative media to its core.

Ryan Hedrick: How did your career start?

Steve Malzberg: I started in sportsfor the first ten years or so of my career. I hosted the New York Yankees pre and post-game shows for a year, Jets pre and post-game shows for four years, Devils pre and post-game shows for a year. I had the honor of going to Super Bowls, Stanley Cups Finals and everything else you could imagine.

RH: Was the news/talk format one you envisioned moving into?

SM: I always had politics in me. My career took a different turn the night OJ Simpson was driving around in a Bronco. That event led to me switching. I was supposed to cover the Knicks who were playing the Houston Rockets at Madison Square Garden in the NBA Finals.

My program director asked me to stay around, come on after the game and cover the OJ story. He invited me to come on the very next day and provide live coverage of the OJ saga and after that I started filling in for other hosts doing political talk and more in the realm of current news events.

RH: One of the biggest challenges for transitioning from sports talk to news/talk is finding your voice. Did that come naturally to you?

SM: Yes. I used to love covering Jesse Jackson when I was doing sports. He would protest that athletics needed more Black coaches. I remember Filip Bondy and Harvey Araton wrote a book on the NBA. One of the themes was how hard and how terrible it must be to be a Black NBA player and deal with white public relations people, that irked me.

RH: You were the first-ever host of Newsmax TV. Are you still a viewer of the network? If so, what are your thoughts on how it’s developed?

SM: I am not going to say anything bad about my former place of employment. Chris Ruddy who runs Newsmax TV was always very hands-on. I am sure he’s just as hands-on now. I know after I left, they brought in a lot of people with hard news experience. I think they have a great mix of talent there, but I can’t say that I watch so I don’t have much to say about the programming.

RH: You’re currently hosting for RT America. What role do you believe you and your network are playing in educating conservative news media moderates push back against cancel culture?

SM: On RT America I host Eat the Press which is kind of a play on Meet the Press, but it’s not aimed at the show by any stretch of the imagination. What we do is really devour the press and their bias. I have the freedom to present examples of media bias every week and I think I do my part of trying to hold the media accountable.

I also have wonderful A-list guests who continue to come on with me. Great conservative Hollywood people join the show such as Robert Davi, Kevin Sorbo, and Maria Conchita Alonso. They buck the trend in Hollywood.

Conservative media is doing a great job getting the word out there. Shows like Fox & Friends are blowing away CNN and MSNBC in the ratings. However, the media is still dominated by the left, and with the advent of social media and the ability and willingness of Big Tech to cooperate with the government and in some instances ban conservatives, we have an uphill fight!

RH: What role do you feel social media plays in helping conservatives get their truth out?

SM: Social media is where it’s at. If we are limited then we are losing. We can’t put doubts about the vaccine or questions about a third shot or any topic without the liberals at Facebook and Google monitoring us and taking us down.

RH: As a host with strong opinions, are you ever concerned about being censored or canceled?

SM: Censorship has existed in one form or another in broadcasting throughout my career. I could go back to any of the stations or networks I have ever worked at and tell you that I’ve been told what not to say, not so much what to say.

Censorship from management is something that you just need to put up with. If you don’t like it, you can leave. I always found that my censorship was carried out in my passion or support of Israel. At RT America, we have a meeting. I come up with the guests and ideas and book the guests and there’s only been one disagreement with a guest. I have never been told what to say or how to say something.

RH: What type of impact do you feel the death of Rush Limbaugh has had on conservative media as a whole?

SM: I was fortunate enough to know Rush and be there when he arrived at WABC in 1988. I knew Rush for many, many years. Limbaugh is irreplaceable. His death set conservative media back. No offense to the people that have taken over for Rush, but I don’t listen. It’s not the same and it’s not appointment radio. I just don’t see how you fill the loss.

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