FRONT PAGE CONTRIBUTOR
On Negotiating Through The Media
Read Between The Lines
There are many species of bad journalism, most of which involve too much opinion by the writer, but sometimes the opposite is true and a writer gives you the apparent facts without the context needed to make sense of them. Let me use an article from the NY Times about 30 Rock to illustrate a common type of bad journalism that I find to be equally amusing and annoying: reporting negotiating positions without bothering to explain to the reader to take negotiating positions with a grain of salt, let alone how to interpret statements made in the course of negotiations. This has been a common thread in scores of articles these past few months about – among other topics – the debt ceiling negotiations, the Libya war, the perpetual Israel-Palestine ‘peace process,’ the NFL and NBA labor negotiations, the Mets’ legal dispute with the Madoff trustee and other business machinations and their efforts to re-sign Jose Reyes, and the legal imbroglio surrounding the Dodgers. I’ve read more articles on all these topics than I could count that failed to give the reader the guidance to put the parties’ statements in the context of the underlying negotiating dynamics.
The Times tells us, first, that Alec Baldwin has said he’s leaving 30 Rock after next season, a departure that of course would be a terrible blow to a show built around the tensions between his (awesome) character, Jack Donaghy, and Tina Fey’s Liz Lemon. It may well be true that Baldwin sincerely has other things on his mind, maybe even a run for public office, and/or that he’s feeling he’s done all he could with the character. But it’s at least equally likely that he could be persuaded to stay on if NBC offers money or other contractual concessions to make it worth his while.
Then we get the response from NBC brass and from Lorne Michaels, the show’s executive producer:
Executives from the show and NBC aren’t sure, but they made it clear in interviews here this week that his departure would not mean an automatic end to the award-winning comedy.
NBC’s new entertainment chairman, Bob Greenblatt, said: “I’d love nothing more than to have Alec for the duration of the show. That’s my goal. Let’s see what we get.”
NBC’s interest in keeping “30 Rock” around for at least one more year after the coming season can be explained by the need for more episodes to enhance the show’s resale value in syndication.
The executive producer of “30 Rock,” Lorne Michaels, was more definitive about a future for the comedy, even if Mr. Baldwin turns down all blandishments to continue. “I would hope he would want to go on,” Mr. Michaels said on Monday. “But we’re going to keep doing the show.”
Again: I don’t doubt that NBC would very much like to extend the show’s run one extra season for syndication purposes; many a sitcom past has been kept on past its proverbial shark-jumping point for that reason. If 30 Rock is still making money at that point, the network would probably try to soldier on without Baldwin. And Lorne Michaels has never been a guy who thought any of his cast members were indispensable (to put it mildly). But this all smacks strongly of a negotiating posture: the network and Michaels are doing interviews here precisely to send Baldwin the message that he’s not holding all the cards. And the reporter, Bill Carter, doesn’t breathe a word of that, probably because he knows full well why they are giving him these interviews.
Of course, Greenblatt and Michaels have their own competing agendas:
Mr. Greenblatt did open the door to a possible disagreement with Mr. Michaels over the re-entry of “30 Rock” onto NBC’s schedule. The show’s sixth-season premiere has been postponed until midseason because of the pregnancy of its star, Tina Fey.
Asked if “30 Rock” was ensured a spot back on NBC’s successful Thursday night comedy lineup, Mr. Greenblatt said, “That is a good question, and I really don’t have an answer for it.” He added, “Nothing’s written in stone.”
But as far as Mr. Michaels is concerned, it is. “The show will be back on Thursdays,” he said confidently.
Of course, if Baldwin’s future with the show is in doubt, that’s one reason the network would not want to commit valuable Thursday night prime-time space, plus Greenblatt is taking charge of a fourth-place network and probably should keep his options open. But NBC has to keep Michaels happy, too; as the creator of Saturday Night Live, he remains a vital part of the network’s brand image. Michaels’ certainty here is obviously intended to send an unsubtle message that he will not be a happy camper if the network moves his prime-time baby out of its Thursday night sinecure.
I don’t mean to pick on Carter, who in this article has at least offered us enough quotes from each of the participants that a skeptical reader can piece together what is really being said here; that’s not always the case with this sort of journalism. But in general, reporters aren’t doing their jobs if they don’t report how someone involved in negotiations could stand to gain from taking a particular position in public, and worse still if they straight-facedly claim that someone will never make a particular concession (e.g., Jose Reyes won’t talk about a new contract during the season), when in fact they might well do so for the right price. The dynamics of negotiations and how they are handled through the media can differ across situations, but there are a finite number of basic underlying approaches to negotiating, and they crop up across many different fields of endeavor.
Consider the debt ceiling debate – surely many Republicans would have preferred to pass ‘cut, cap and balance,’ and some were genuinely opposed to raising the debt ceiling at all. But for many people involved in the fight, pushing for the ideal policy, even if it was the policy they wanted, was also a matter of getting leverage to extract a better deal when the time came to compromise. Similarly, many Republicans sincerely opposed any deal that would raise any taxes at all; others may have been willing to trade some revenue-raisers for something better, but found it convenient to stay in line with the ATR pledge against tax hikes as a posture unless and until that better offer materialized. None of this is insincere; it’s just good bargaining.
Learn to look for the signs of negotiating postures between the lines of news articles, and they will surface again and again in every section of the paper.