By Elaine Viets
Recently, I’ve seen a rash of news stories with headlines like these:
“Retired Air Force four-star general opens up about Wright-Patt, DDC.”
“Marine general opens up about battle with prostate cancer.”
“Wells Fargo CEO opens up about his childhood in poverty.”
Opens up? No, they didn’t.
“Opens up” implies that a person hesitates to talk about a subject, then relaxes and spills the information they didn’t intend to. “Opens up” paints a cozy word picture: We see the reluctant subject settling in over a beer or a cup of coffee, looking a bit nervous. After skillful questioning, the interviewer pries that pearl of information out of the oyster. The subject opens up and reveals a deep secret.
Wrong.
Retired generals and CEOs don’t open up. They didn’t get to the top by opening up anything, especially their mouths. Every word they say in public is carefully calculated.
Even clown prince Donald Trump knows what he’s doing when he shoots off his mouth. His outrageous remarks get him the attention he needs to rack up the poll numbers – he wants to be one of the top ten in the Republican presidential debate.
And while we’re talking about opening up, why doesn’t Trump’s barber open up and say the Donald’s hair looks lousy?
Anyway, about that so-called opening up: The retired four-star general didn’t open up about the air force base.
He told a newspaper he didn’t like “the focus on a potential Base Realignment and Closure process — because he sees bigger dangers to Wright-Patterson Air Force Base — and warns of complacency because the base has fared well in recent years.”
That isn’t “opening up.” The general is sounding off, possibly to preserve a local pork barrel. He’s been put up to “open up,” and the headline writers fell for it.
And the Marine General who “opened up” about his prostate cancer?
More careful calculation. The story says, “In the midst of planning a complicated drawdown in forces, the Marine Corps’ three-star manpower chief received startling news: He had cancer.”
But he soldiered on, did his military duty and survived his battle with cancer.
That was one brave general. But the article stresses that many men, important men, get prostate cancer, get treated and survive.
I salute the general for discussing a sensitive issue. But he didn’t “open up” – as an ex-reporter I smell a carefully calculated public relations opportunity. He discussed prostate cancer and urged other men to get the exam they fear.
Then there’s that Wells Fargo CEO. Did he really “open up” about his poverty-stricken childhood? Absolutely. Right after he handed out free money to the first one thousand customers.
Hell, no. That “opening up” was another PR ploy. Wells Fargo has had a wagon load of bad publicity about its foreclosures. But here’s this CEO, “one of 11 children growing up on a farm in small-town Minnesota,” who “knows how much trouble we were in financially by the time I was 6 years old . . . We bounced between bankruptcy and foreclosure until I was 15 or 16, when we got a chicken farm, where we had 15,000 laying hens. All of a sudden we had regular income.”
Oh, and by the way, Well Fargo “will continue serving real customers in the real economy.”
Sniff! Sniff! What’s that smell? Is it coming from that team of Wells Fargo horses?
Watch where you step, writers. And be careful about “opening up.”
You can fall into a dangerous word trap.
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