Public Relations & Social Marketing Insight

This week, enigmatic former Donald Trump campaign advisor Carter Page appeared on a PBS News Hour interview to defend himself from the revelation that he was caught on a phone wiretap colluding with Russian intel agents during the election. This came as a surprise because Page’s last publicly known location was Moscow, suggesting he had already fled the country.

He told PBS this week he’s Arizona – but he was standing in front of what appears to be a fake background that has been used before by other political figures.Here’s a screen grab of Carter Page’s interview on PBS News Hour this week.

If your first thought was “Why is he standing outdoors in front of a mountain during a remote television interview,” we asked the same question. And if your second thought was “Does he look like he’s poorly superimposed on that fake looking background,” we asked that question as well. So we went digging, using a Google image reverse-search, and we uncovered this strangely familiar image of Arizona Congressman Trent Franks giving an MSNBC interview in 2016 in front of the exact same scene:...

Yesterday, Tribune Publishing, purveyor of news since 1847, changed its name to “tronc” (short for “Tribune Online Content.”) It’s now a “content curation and monetization company” — a company that makes money from content, what we used to call a media company. Today, I deconstruct the rest of its attempt to use techno-drivel to misdirect our attention from its problems.

Crisis-tossed Tribune Publishing, which owns the Chicago Tribune, the LA Times, and dozens of other papers, has suffered through a sale to a billionaire, a bankruptcy, a corporate split, newsroom turmoil, massive layoffs, and an unsolicited takeover offer. Now, as “tronc,” the company wants to be considered alongside Silicon Valley startups. (If this trend catches on, will the Boston Globe company become “hubstuff” and the New York Times “gray_lady”?)

The tronc press release is a classic, because it reveals that when a media company wants to reinvent itself as a technology company, it drapes its press release in the same techno-drivel that tech companies use. Instead of meaningless media and corporate bullshit, we get meaningless, shiny Silicon Valley bullshit.

It’s a transformation (you can tell because the release mentions “transform” or “transformation” six times).In the commentary below, I’ve added bold to indicate passives, meaningless superlatives, and especially, new-age jargon. I add commentary in brackets and commonsense translations below each section....