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Understanding the News as Business, and Manufactured Housing

December 6th, 2018 No comments

 

UnderstandingTheNewsAsBusinessAndManufacturedHousingDailyBusinessNewsMHProNews

 

News is a business. Period.

 

News as a business can provide useful, authentic, manipulated, and/or weaponized information.  Like any product or service, there are better ones, and worse ones.

 

Manufactured housing professionals have plenty of reasons to properly engage with news media, but also need to be wary of them too.

News can be created or framed in a variety of ways that suits the purposes of special interests, sponsors and/or corporate owners. Most know, but for those who don’t, one must realize that a smaller firm will not likely get the same treatment that a subsidiary of say Berkshire Hathaway will get.

News should therefor be treated with a level of skepticism.  It merits the same level of ‘buyer beware’ as you would extend to any major purchase you are about to make.  But just as you don’t skip buying a house or a car – just because it may have problematic players in those fields – one should similarly not tune out news entirely. Rather, it has to be filtered, just as sales talk is tested and filtered.

Because many in media are selling – or trying to sell – you on their point of view. BTW, we are transparent about our positions: we’re pro-industry, pro-consumer, and for maximum freedom under the rule of just laws.

 

DeepaKumarQuoteGiantMediaCorpLikeTimWarnerandNewsCoprDisneySoForthTheyGetToDecidWhatIsNews

Deepa Kumar quote from the thought-provoking video documentary, Shadows of Liberty, posted on the linked page here or by clicking the image above.

 

 

Agenda News and Manufactured Housing

There are arguably still journalists that want to do straight news. Regardless of your political views, the fact that third-party research has determined that over 90 percent of the mainstream media’s coverage of President Donald J. Trump is negative should tell you much. When one looks at how fawning some in the mainstream media are over other world leaders or personalities – and those others routinely have much lower approval rating than POTUS – it speaks volumes that President Trump’s approval ratings are still hovering in the mid-to-upper 40s.

That’s astonishing, and it is a clear sign that millions of Americans wisely distrust much of what they hear from media in terms of politics.

Rephrased, the data in recent years suggests that millions are increasingly filtering and sourcing the news with greater care.

But the filter for the American – or Canadian – populations are demonstrably not yet as refined toward subjects covered by the media, beyond politics. Among those is our industry.

Manufactured homes are misunderstood for a variety of reasons, one is that associations like the Manufactured Housing Institute (MHI) have arguably failed in making good on their claims of promotion. Say what you will in defense of MHI, but the latest shipping data speaks for itself.

 

TheseLargeConglomerateCompaniesDecideOnTheirownandForTheirOwnPurposesTheNewsWeSeeandHearDanRatherQuoteFormerCBSNewsPhotoTwitterDailyBusinessNewsMHProNews

Dan Rather quote from the compelling video, Shadows of Liberty, posted on the linked page in the box found further below.

 

What does that mean to small to mid-sized businesses?  Simply this.  You have to be proactive in your own market.  It also means that we as professionals better start by educating our team members about the realities of mainstream media.  To some, whatever a newscaster says is gospel. Sorry, but that isn’t always so. Who says? Award-winning journalist, Sharyl Attkisson.

 

SharylAttkissonAuthorJournalistStonewalledWikipediaDailyBusinessNewsMHProNews

 

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Full Measure’s Sharyl Attiksson’s media bias chart is useful in sorting out the agendas behind various headlines and news sources. 

 

Is Ms. Attkisson the only one who thinks this or says so?  Hardly, see the quote below, or the more details reports about media linked in the boxed reports below the byline and related.

 

ThomasSowellQuoteIfPeopleInMediaCannotDecideWhetherTheyAreInNewsReportingbusinessorManufacturingPropagandaMoreImportantForPublicchoseNewssourcesAccordingly

 

Media, Engagement, and the Manufactured Housing Challenge 

The challenge for manufactured housing in the era of agenda journalism can be boiled down to a simple point. Beyond politics, millions arguably still accept local or national news media less critically.

Furthermore, the negative beliefs about manufactured homes are so pervasive, that those in media often tend to believe what they are saying. Every negative news story about manufactured housing is in a sense normal to them.

This challenge can be addressed at the local market level. Media engagement pays, but most people in business do so in a sadly ham-handed fashion that’s so obviously seeking free media coverage, that a trained journalist, seasoned producers, and editors will tune out.

 

PEPProtectEducatePromoteUnlockingMindsKeyToAdvancementMHProNews

 

Education, Education, Plus PEP Defense are Keys 

In our years of experience in engaging with mainstream media or researchers – while there may be agendas lurking with a given source – nevertheless, neither media nor researchers want to be embarrassed.

At a minimum, many want their report to be plausible or close enough to the truth so that they don’t lose credibility. Others sincerely want to do a good job of reporting. That can be especially true with local media reporting on local news.

It’s essential for those professionals with long-term goals in manufactured housing to make media engagement – done correctly – as part of your mix for sustainable success.

As an example, we’ve had success on several occasions getting good coverage for ourselves or clients by using the proper engagement formula. That begins with authenticity, plus having something of interest to them. News wants a topic with a hook for their audience. News as business want eyes, ears and clicks. If it is print journalism, they want to sell newspapers or magazines.

Because manufactured homes are so different, the typical reputation defense or other media relations firm or professionals are often of little use, and can be costly. Let’s look at a recent 2 year example.  For a few moments, lets give MHI the benefit of the doubt, and say that they and their now departed PR person, Patti Boerger, did their best. If so, that proves our point.  How so?  The debatably sad reality is that MHI either

 

PattiBoergerFormerlyManufacturedHousingInstituteMHIPublicRelatinsLinkedInPRDailyBusinessNewsMHProNews

 

Why?

Why is it so hard for pros in PR, marketing or media – people that may be just fine in another venue – why do they have so much trouble in formulating a message or campaign that actually works for manufactured housing?

Frankly, there are so many variables, it takes months or years of near-hands-on experience for fancy firms or people with even fine resumes to get up to speed with all of the nuances of MHVille. As a brief plug, for those who want such coaching or professional services in media engagement or marketing/business development services – click here.  Arguably none of those outside firms has done better than our team has at getting real, bottom line results.  A high profile example of our successful work is the widely recognized return of the Louisville Manufactured Housing Show. See a letter of several letters of praise, linked here.

The two month trend of:

  • year-over-year dip in new manufactured home shipments in the latest report,
  • the routine drum beat of largely negative media – that often have correctable mistakes – aren’t the only factors.
  • But media and messaging are ones that savvy industry professionals must grasp as they plan for 2019 and beyond.
IfPrettyPicturesVideosAloneWereEnoughMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews1

Learn more about the above, linked here.

 

MHVille Conclusion for this Report on Media Engagement

For our part, out of necessity, we began to approach trade media in manufactured housing differently.

Sharyl Attkisson is correct in saying there should be no blurring of the lines in mainstream news media between news and opinion.

In manufactured housing, the only trade publishing being done is almost all arguably agenda driven.

Some MHVille blogging or publishing is thinly veiled marketing or spin. Some doesn’t bother to even hide the fact that there is an apparent agenda. Some other sources out there exist to toot the horn of a given company, writer, professional(s), or organization. That doesn’t mean it’s all wrong. But it does means that it should be approached like an ad for a product or service. Skeptically.

MHI praised MHProNews for years, and acknowledged in word and in writing our role as the largest and most popular media in the industry.  With that understanding, imagine the thoughts at MHProNews HQ after receiving various threats related about reports related to DTS and other topics – some in writing from and by MHI and their connected attorneys.  Let’s note people in America can sue for whatever.  But as a result of various threats, we prudentially opted to simplify our reports in the following manner. Almost every Daily Business News on MHProNews item is now marked “news, analysis, and commentary.”

The result of that pivot in our reports, which began last year? The written threats we were previously getting from MHI, their allies, and their attorneys have since stopped.

We put facts, evidence, reason, and commentary into our Daily Business News or Masthead reports. We give MHI, Berkshire Hathaway brands and others the opportunity to comment. We give those who want to defend MHI, Clayton, 21st, Vanderbilt, et al the ability to comment. The report linked boxes found further below – click a box to access it – are but some examples.

 

SubmitNewsTipsManufacturedHomeProNewsMHProNewsLogoDailyBusinessNews

Submit confidential or on-the-record news tips, or comments at this linked email mailto:iReportMHNewsTips@mhmsm.com

We follow the evidence, the claims vs the performance, and the money. Then we say, “We Provide, You Decide.” © That’s fair, authentic, and respectful.

MHInsiderManufacturedHousingINdustryDailyBusinessNewsMHProNewsThe bottom line results of our pivots, follow the facts, follow the evidence, and follow the money mantra?

Our readership has soared over the last year. We’ll show actual updated third-party generated numbers in an upcoming report. To keep it simple, we were already #1, but now our audience has more than doubled. We thank you and all involved for making that a truism.

When mainstream media or other researchers come to MHProNews, they see we are different than they are. That’s true on many levels, including disclosure. But it’s a difference that is arguably good for our industry, and that they recognize.

You don’t need a milquetoast covering the rough and tumble manufactured housing beat. You and thousands of others like you today voted their craving for what MHProNews produces, where “We Provide, You Decide.” ©  ## (News, analysis, and commentary.)

NOTICE: Readers have periodically reported that they are getting a better experience when reading MHProNews on the Microsoft Edge, or Apple Safari browser than with Google’s Chrome browser. Chrome reportedly manipulates the content of a page more than the other two browsers.

(Related Reports are further below. Third-party images and content are provided under fair use guidelines.)

1) To sign up in seconds for our MH Industry leading emailed news updates, click here.

ManufacturedHomeIndustry#1HeadlineNewsMHProNews

To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

2) To provide a News Tips and/or Commentary, click the link to the left. Please note if your comments are on-or-off the record, thank you.

3) Marketing, Web, Video, Consulting, Recruiting and Training Re-sources

SoheylaKovachDailyBusinessNewsMHProNewsMHLivingNewsSubmitted by Soheyla Kovach to the Daily Business News for MHProNews.com. Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

Related Reports: Click the Boxes Below to Read More…

Does Google Harm Manufactured Housing? Other Forms of Free Speech?

 

“Shadows of Liberty” Movie Introduction, Affordable Housing, and You

“Pants on Fire” – Latest New Manufactured Housing Shipment Report

Facts & Analysis – Senator Elizabeth Warren re: Manufactured Housing Institute Memo to MHI Members, 10-3-2018

Crisis of Misinformation, Fact Checks, and Manufactured Housing

 

 

 

Does Google Harm Manufactured Housing? Other Forms of Free Speech?

November 30th, 2018 Comments off
DoesGoogleHarmManufacturedHousingOtherFormsOfFreeSpeechDailyBusinessNEwsMHProNews

Still from video, shown below. Text graphics by MHProNews, provided under fair use guidelines for media.

Ask anyone who is involved in manufactured housing marketing if Google influences their business, and they will tell you, “yes.”  So, does the influence and power of Google help or harm our industry? Can it confuse or mislead people about the reality of manufactured homes? The distinctions between mobile homes of the past, and the manufactured homes of today?

 

For example, on the right, talk-radio king, Rush Limbaugh routinely gets asked by members of his estimated 26 million strong listeners a simple question, which has no simple answer. It might be phrased like this: “How do we explain the conservative perspective to those who have been told that conservatism is evil, anti-science, racist, etc.?”

On the left, former president Barack Obama once more admitted recently to the self-evident reality that those who only consume the New York Times will think differently than those who routinely view Fox News.

It is often the question of what is and isn’t real or true.

In that mix is Google, which is the dominant search engine in the world.

Market leader Google generated 63.2 percent of all core search queries in the United States,” says Statista in 2018.

 

ManufacturedHomeDefinedbyGoogleDailyBusinessNewsMHProNews

This is just one example of how Google is arguably harmful to the interests of manufactured housing and the owners of manufactured homes.

NFPAManufacturedHomeIsNotaMotorHomeOrTrailerAlthoughItisOftenCalledMobileHomeItIsNotThatEitherNFPADailyBusinessNewsMHProNews

The above by the NFPA is not a perfect definition, but it is clarifying. 

There are growing concerns across the left-right divide that Google is not only a monopoly, but is harmful to businesses, as well as to the politics of our American Republic.

Into this controversy, is Prager University which have themselves claimed that Google/YouTube have unjustly targeted them.  But in an arguably wise move, this video features “former Google software engineer James Damore. He was fired for disagreeing with Google’s (left-wing) orthodoxy,” per the YouTube page this video is posted on.

 

 

This video has already had over 3 million views, as of this date. As with many of Prager’s thought provoking videos, thumbs up dwarf those who give it a negative review, in this case, by about 30 to 1.

In reply to those who ask Rush Limbaugh their question, Prager U and our publisher offer a similar perspective. It’s this:

  • One must take on a falsehood or misleading information head on, but also,
  • one must take a multiple-pronged approach that begins with the bullet above, but also uses an indirect method of engagement, that gets people to think and question their beliefs.
  • Rephrased, there is an arguable need for both a direct and an indirect way to approach sharing the truth. If, for example, the term “conservative” is deemed ‘damaged’ with some, those need to be approached in an indirect way, without dropping the term for those who believe that conservativism is good.

 

TrailerHouseMobileHomeManufacturedHomeFactoryBuiltHousingEvolution101MHProNews-MHLivingNews

You must meet people where they are. Terminology must be taught and caught. Make a habit of using the correct terminology.

 

This issue of Google, bias, and truth telling are one of the larger, yet underdiscussed, issues that our industry and the USA faces today. To learn more, see related reports, linked further below.  That’s “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” ©. (News, analysis, and commentary.)

NOTICE: Readers have periodically reported that they are getting a better experience when reading MHProNews on the Microsoft Edge, or Apple Safari browser than with Google’s Chrome browser. Chrome reportedly manipulates the content of a page more than the other two.

(Related Reports are further below. Third-party images and content are provided under fair use guidelines.)

1) To sign up in seconds for our MH Industry leading emailed news updates, click here.

ManufacturedHomeIndustry#1HeadlineNewsMHProNews

To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

2) To pro-vide a News Tips and/or Commentary, click the link to the left. Please note if comments are on-or-off the record, thank you.

3) Marketing, Web, Video, Consulting, Recruiting and Training Re-sources

SoheylaKovachDailyBusinessNewsMHProNewsMHLivingNewsSubmitted by Soheyla Kovach to the Daily Business News for MHProNews.com. Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Related Reports:

Google Employees Go Public, Protest Controversial “Project Dragonfly”

Climate Change, Energy, Riots, and Manufactured Housing in Green Era

“The Creepy Line” Video DocuDrama, Manufactured Housing – The Problem, Solution, and You

 

New York Times-David Leonhardt-“The Monopolization of America,” Manufactured Housing Slant

Crisis of Misinformation, Fact Checks, and Manufactured Housing

Brad Says POTUS Trump is Right: More than Facebook & Twitter, Google Threatens Democracy, Online Freedom

Facebook, Marketing & News – Manufactured Housing Pros, Sarah Miller, ‘Citizens Against Monopoly’ Sound the Alarm

“Work With Us Or Die,” Threat from Facebook’s Brown, per SUN Report

 

 

 

Who Will Google and YouTube Silence Next?

April 18th, 2018 Comments off

WhoWillGoogleYouTubeSilenceNextPragerUDailyBusinessNewsMHProNews

Google and YouTube dominate internet search with over 75% of the market. If you disappear on Google, your ability to voice your opinion disappears too,” says PragerU’s YouTube video page entitled, “Who Will Google Silence Next?”

 

Exaggerated?

PragerU is far from alone in their concerns about the search engine giant.  In Europe, the EU slapped Google with a $2.7 billion dollar fine last year.

Late last year in the U.S., “The state of Missouri is gearing up for a legal battle with GoogleMissouri Attorney General Josh Hawley said Monday that his office is investigating the search giant over allegations that it violated the state’s various consumer-protection and antitrust laws,” per Fortune.

Google and YouTube are part of the marketing mix that is used routinely by manufactured housing professionals. On both the professional and the personal level, what Google and YouTube do is impactful.

The Daily Business News has periodically used Prager videos to make a point relevant for manufactured housing, and related economic or political issues.

PragerU is an educational non-profit that has had over 40 of their videos restricted by YouTube.

That’s why they say they have recently filed a lawsuit against the tech giant. This is not just about PragerU being silenced – it’s about the targeting of dissenting opinions.

Tomorrow it could be your point of view that is silenced,” Prager said.

The video starts with a quote from George Orwell’s classic, 1984. “Who controls the past controls the future who controls the present controls the past.” ## (News, analysis, and commentary.)

(Third party images are provided under fair use guidelines.)

Related Reports:

NY Stern University’s Scott Galloway on Facebook Founder Mark Zuckerberg’s Capitol Hill Hearings

“Winners and Losers,” L2 Founder, Prof Scott Galloway on Monopolies

 

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SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for MHProNews.com.

Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.