Journal Reflections for Modual 4.2 - Public Perception and the Rold of Media

[Editors note:  The following is a journal entry addressing the CPM course taught by Adam Miller for module 4.2]

Reflect on recent news media coverage of your organization or another public agency:

Recently, the Muckleshoot Tribe purchased the Emerald Downs horseracing track.

The story can be found in the local print media here, here, and here



1 What caught the attention of the news media; why was this story news? Did social media play a role?

The transaction represented a significant monetary transaction to a public venue. The item also involved presenting a local Native Tribe in a positive and in-offensive manner.

Finally, the story was based largely on press reports from which to narrate the story from.


2 What aspects of the news story were emphasized, which were de-emphasized? If more than one news outlet covered the subject, where their differences in their frames of view?

I had recently heard from a co-worker that the two main characters had in the past had a very contentious relationship. This history was nowhere in the reports.

Also the traditional pitfalls to gambling were not presented in the narratives.

It also appeared that the existing operation was operating in the red. With the most prominent individual of the ownership team aging, this looked to be a matter of selling out to either the largest creditor or handing over the operation to the only potential buyer.


Editorial background to assist in interpreting the story. The tribe already owned the land. In this transaction they bought the horseracing portion of the operation. Although no monetary figures were published, I think the story hinted that no money was exchanged, only that the Tribe assumed the operations debt and retained the employees.


3 What political actors, such as agency leaders or voters, were involved or mentioned? Do you think other political actors are likely to become involved in the issue because of the news coverage?

The Tribal Chairwoman was quoted extensively in a couple of articles. All the quotes from this individual were taken from the press release. Based on my second hand knowledge of this individual, the quotes were most likely pre-prepared by the Tribal image management team.

The general manager and owner of the operation was quoted. This appeared to be from informal interviews.

One or two local politicians were also quoted. Their quotes seemed generic in nature. The aim of the quotes appeared to make the individuals appear interested, present, and supportive without making bold definitive statements.


4 How much do you think the political, legal and cultural expectations of government affected this agency’s response, as opposed to how a private organization would have responded?

The preference of the Tribe to keep their financial affairs to themselves played a significant role in publishing a carefully worded press release.

They also need to be careful about what they say publicly as those statements may impact their ability to get land placed into trust.


5. If you were the spokesperson for this agency in this story, what messages would you send, and what audience would you target?

I would not have done anything different. This ended up as a very positive story when reading between the lines, it was a landlord re-possessing a failing business from a millionaire who wants to retire.