(I acknowledge that this phrase is trademarked to Ricky Bobby Inc.)
Since the beginning of competitive media, immediacy has been a core value for all practitioners. As much as it was about “leaking” information to a source to get your position out ahead of competitors or finding the “scoop” to make you and your outlet look great, bigger things are actually at stake in terms of credibility.
Anchoring bias is a psychological theory that states people will always compare all subsequent information they received to the first piece of information they see. In simplest terms, the first piece of information “anchors” one’s opinion of a topic to a point of view or a sense of reality, with everything else simply relating to that concept.
For example, Dad and I were doing a card show this weekend, where we sell sports stuff and generally enjoy just hanging out together. Like most weekends, people come to the table and offer to sell us some of their old cards or memorabilia. The problem we usually have is that the people have “done some research” (read: I checked eBay for the highest priced version of whatever it is I have) and then ask us to buy their stuff.
I can explain until I’m blue in the face that the price on eBay is an “asking” not a “someone paid this amount” price or that the 1951 Mickey Mantle online is in perfect condition while the one they have looks like it was run over by a lawn mower, but it never seems to matter. They are stuck on that price, which rarely leads to a fruitful negotiation. They then try the same thing with a dozen other dealers and are continually disappointed with the outcome.
Anchor bias has a strong hold on people’s minds, which is why being the first voice people hear is crucial in several fields. Let’s take a quick walk through them:
PUBLIC RELATIONS: Messaging is always crucial in public relations, and it’s usually vital to get that message out first. For starters, if news reporter are trying to tell a story and nobody is talking, they’ll listen to those folks who are. That gets you a foot in the door that waiting around won’t.
In crisis communication, good practitioners have adopted the 15-20-60-90 rule, which states that within 15 minutes of a crisis, the organization needs to acknowledge the situation and begin communicating. The faster you get out there, the more your voice will be considered the anchor.
KEY DANGER POINT: When you wait too long and someone else gets to set the agenda and establish the anchor position, you will end up not only playing from behind, but also look like you’re lying. If you are reacting to someone else’s statements, you’re caught in a crouch and you might not be able to convince people what really happened.
Here’s a great scene from the movie “School Ties,” in which one of the students at a prestigious boarding school has cheated, but the students are told they must determine who it was:
In stepping up to say that he saw David cheat, Dillon established the anchor point. After that, it becomes a debate. Had it gone the other way, the arguments that followed would have been much different. If you care to know how it all ends, you can watch it here.
Get out front so you can tell people your side of things while they’re still open to new ideas instead of being anchored to whatever they heard from someone more willing to step up and say their peace.
NEWS FOLKS: Being first has been the gold standard for news people since the concept of a scoop began. I can honestly tell you from experience, being first felt great (only when I was right, however, so accuracy remains a bellwether for what we do here.
Research has found that when people find a source of information that fulfills their informational needs, they’ll keep going back to that source as they build a habit of content consumption. If you can get to something important first, you can demonstrate your value to the readers and viewers. You can also outdo the competition by becoming their “go-to” source of information.
This is why you need to establish sources in the field that will trust you and seek you out as a vessel of content. If you can prove to enough people in enough places that what you do is good, fair and helpful, you’ll become that person who gets the text, email or phone call with the latest information. If you prove the opposite, you’ll be out in the cold.
KEY DANGER POINT (Part I): Being first is great, but even anchors can get pulled up when faced with a torrent of opposing forces. People are likely to believe you as the anchor, but you have to be RIGHT above all else. Otherwise, you might win the battle and lose the war, having them trust you until they literally can’t anymore on this one story and then deciding they need to find a better source going forward.
I’ve told people for years that I’d rather be slower and right than fast and wrong. Fast and right is obviously what we’re shooting for here, but in the end, if you don’t have the goods, don’t make a move.
KEY DANGER POINT (Part II): Keep an eye on how you approach your stories based on what information you got first or which source you interviewed first. If the anchor bias works for the audience in terms of the first piece of information being considered gospel, you are likely to find the same thing happening in your reporting.
For example, let’s say that a developer wants to build a set of apartments for lower-middle-class people in your town. A local environmental agency is opposed to it because the folks there say it will damage a fragile ecosystem in a nearby lake and will also contribute traffic and garbage to the area. A local politician is in favor of it because it will bring much needed homes to his district, along with a strong tax base to help keep the city coffers filled. A local activist is opposing the building, saying the politician and the builder are cutting backroom deals to make money for themselves, while screwing over renters and taxpayers.
When you reach out to contact these people, how much will you be relying on what the first person to respond has to say to you? If the activist gets back to you, will the story shift to one of public corruption? If the developer responds first, will it be about housing for people who usually get priced out of the market? What about the other two?
I can honestly say that there have been times when I contacted a couple sources for comment on a story and I trusted the person who got back to me last the least. In some cases, it even shifted my questions: “I just heard from Alderperson Smith that this is nothing but a financial scam meant to benefit you. What do you have to say in response?” (read: I think you’re a weasel, but I’ll let you try to weasel out of it if you think you can…)
Coming to a story with an open mind is always a good thing, but it can’t just stop at that starting point. It needs to continue throughout the reporting and writing process to give everyone a fair shake.












