The Pinball Effect: Why Stories Aren’t Traveling in a Straight Line Anymore

The world of communications has undergone a significant transformation in recent years. Gone are the days of drafting a press release, pitching it to a few select outlets, and waiting for the morning edition to drop. Today, the communications landscape is more complex, and stories no longer follow a linear path.

Imagine a pinball machine, where a story is launched and careens off various surfaces, bouncing and ricocheting in unpredictable ways. This is the reality of modern communications, where a single story can spread rapidly across social media, dark social channels, and mainstream news outlets, often in a matter of seconds.

When a Local Story Hits a ‘Political Buffer’

Take, for example, the recent issue of the KK Super Mart in Malaysia. A small, localized supply chain error snowballed into a national debate on 3R (Race, Religion, and Royalty) after a single photo on social media ricocheted into the political sphere. By the time the mainstream media began covering the ‘crisis,’ the narrative had already been framed, and the brand was managing a national sentiment crisis that had spiralled far beyond the original incident.

As we navigate this new landscape, it’s essential to understand the invisible ‘bouncers’ that can significantly impact the trajectory of a story. Dark social channels, such as private WhatsApp groups, can be a breeding ground for misinformation and deepfakes, making it challenging for professionals to control the narrative.

Stop Fighting the Physics

So, how do communicators survive this pinball machine? The lesson is to stop trying to control the exact path and be ready to ‘use the flippers.’ This means having a crisis response speed that matches social media and identifying third-party advocates who can nudge the news back in a positive direction. In this non-linear landscape, one doesn’t get to choose the path the story takes; you only get to prepare for the bounces.

By embracing this new reality, communicators can adapt to the ever-changing landscape and effectively navigate the pinball effect, ensuring their messages reach their intended audience and achieve the desired impact.