42nd & Grace

The dark side. Spin doctors. Twisters of truth. Or as one wag in the British Columbia press gallery named them: fart catchers. 

All different monikers assigned to those whose profession is communications professional. The daily task to get good PR and negate negativity as much as possible. 

And now, as traditional media recalibrates and social media is poised to just become The Media, a job more vital than ever.

As a former journalist, it is painful to see the changes in how society talks to each other. The toxicity is breathtaking, propelled the quickening speed of information sharing.

Look at the fate of local media. Towns that used to have daily newspapers are a rarity. Two paper towns have all but disappeared. Local radio is, largely, a shell of what it once was. 

Just this year, three community newspapers that served 600,000 residents in the Lower Mainland have closed. A trend that shows no sign of abating. 

Instead, social media has become the fulcrum for community news. No real standards. No checking of facts before pressing send. The ability to manipulate images immense. And it spreads quickly. 

That is why communication professionals are more essential than ever, no matter the size of your operation. 

Sharing positive stories helps to build a level of trust. Interacting shows transparency. Reacting speedily can help negate untruths.

All of that must be done authentically. It takes time. But as some corridors of social media reveal themselves as the true dark side, it is important to shine a positive light.