An Open Letter to CBS News
To whom it may concern:
The tarnish on the Tiffany Network has bothered me since the first days of Dan Rather's sweater experimentation. As I frequently point out, the news business is, well, a business -- one that happens to create a product based on current events. What many have forgotten since the advent of the 24-hour news cycle is that an important component of that product is trust.
I won't belabor the well-known fact that CBS News controlled the trust factor during the Cronkite era. Nor will I spend time illustrating the concept by talking about such past luminaries as Charles Collingwood, Robert Trout, Douglas Edwards, or Edward R. Murrow. And you know the value of current commodities such as Morely Safer, Ed Bradley, and the legendary Mike Wallace. Trust has long been the hallmark of CBS News. Or should I say had because even before the undistinguished departure of Rather your reputation -- and your industry leadership -- began to slip. Don't become another CNN by sinking all the way to the bottom. The only advantage to that is there is no way but up.
By appointing a strong anchor for the CBS Evening News a new era can start. Trust is not something that the American public thinks about when it comes to news but you can change this right now. Consider these candidates from within your news bureau. Each is capable of capturing the public's attention through style and will be able to hold it through skill and reliability.
Thalia Assuras is a correspondent I learned to trust well before you lured her away from another network. She adapted well to the more staid style at CBS without losing her unique personality. Her writing skills are excellent and delivery is personable and professional. I would like to see an anchor with more reporting and field experience, but she still has some impressive credits.
The reports that Bill Whitaker files always impress me. Based on his writing skills he appears to be very thorough and detail oriented. This is an important skill for an anchor that must coordinate multiple reports, sources, and goals. Now not to be rude, but I'm sure that someone in your marketing department is looking at the race card. Here's your answer. Eventually this won't be a factor and Whitaker's quality can speed the demise of such problems.
The trust factor at CBS News is now in the hands of a select few such as Charles Osgood, Christopher Glenn, and Rita Braver, the latter being one of my recommendations. Like Dan Rather, she brings a vast range and depth of experience with her. This tells me she likely has a large network of resources built through trust. Of course, she likely wouldn't have earned a spot at CBS News Sunday Morning without having top-notch writing skills.
Usually I avoid lawyers, but clearly Randall Pinkston benefits from this part of his diverse education as evidenced by his numerous awards and the choice assignments he continually is given. Respect is how all this can be summarized. If he didn't have your respect then its not likely he would have stayed twith CBS News since the early 70s.
You may have noticed that I emphasized writing skills nearly as much as I have the trust issue on which this letter is primarily based. Superior writing will be just one tool in polishing away the tarnish that has accumulated. If you choose an anchor that does not write as well as CBS reporters of days gone by then the people's trust will not be earned.
Always aim just above your target audience so they don't feel that you are pandering to them. Be the CBS News that once was by setting a standard of respectability with your choice of anchor. Let the goal of trust guide you.
