Preferential treatment

Thanks to smart algorithms, news providers have never been in a better position to know what you’re interested in, and to make sure you get it, and fast. Of course, they sometimes get it wrong. Who hasn’t received an e-mail that leaves you wondering ‘Why on earth am I getting this?’ However, there’s no denying that our news ‘preferences’ have gained a whole new currency to the hidden collators of personal data.

We all like using news feeds. Who’s got the time to search for vital information? And thanks to our personal preferences, we can get all the news, offers and data we want, when we want it, straight to our PC, tablet or smartphone. In return, the people sending us that information can build up a universe of ‘people like us’. And the more they send of the stuff we like, the more likely we are to click on it. It’s why political parties are so keen on social media—depending on our likes, they can determine if we’re ‘one of them’. Ditto the retailers and their ‘People that bought that also bought this’ recommendations.

Why am I telling you this? Because by restricting the information we receive to only what you like, we risk missing something we didn’t know you needed. Or as Donald Rumsfeld once said “There are things we don’t know, we don’t know.” He was right. To a greater-or-lesser degree we’re all guilty of ‘confirmation bias’, the tendency to seek-out and favour information which confirms, or strengthens, our own personal viewpoint, interests or beliefs. You can sum it up with the classic: “I know what I like, and I like what I know. And that’s all I need to know” whether that’s a favourite newsfeed, website, blog-post or podcast.

Receiving news and information that’s relevant to your business in quick time clearly lets you stay ahead of the game. However, the more you let your preferences and likes dictate what information you get, the greater the risk of missing something of equal importance simply because you didn’t ask for it. That’s why in media training I encourage people to seek out information beyond their own ‘preference pool’. A trend in say, construction or civil engineering could have cross-over implications for an-altogether different industry sector, like agriculture, aviation or bio-medicine. Naturally, it means taking the time to decide what extra information might benefit you and your business. But if you’re not prepared to broaden your horizons and look for it, how on earth will you know its significance?

Having new or different insights on the world will not only benefit your business and personal outlook, but when a journalist calls, your broader insights could also become their broader insights too. Suddenly, you don’t just know a lot about your own back-yard, but the wider world too, and how they both come together and why. In short, it’s all about context and for the journalist desperately looking for a ‘bigger picture’ story it could mean all the difference between being reported…or ignored.