I was eating chips and salsa preparing to play Wii when the DVR began recording “Big Miracle.” Real life events of people collaborating to free trapped whales inspired the movie. I didn’t expect the movie to depict a series of interesting media and public relations scenarios for businesses. My all-important analysis is based on events depicted in the movie not real life.
An oil man despised by an environmentalist initially shows no interest in helping save the whales. He then realizes saving the whales may improve his image among critics and ease his path to future business deals. His motive at first is selfish, but the lesson is companies the public perceives poorly can find PR opportunities in strange places.
The movie depicts President Ronald Reagan, not particularly embraced by environmentalists, as finding an unexpected PR opportunity in helping save the whales and allowing the Soviets to assist.
A colonel, whose first effort to save the whales fails, skillfully handles a mob of following reporters asking if he misled the president on the chances of success.
The environmentalist, played by Drew Barrymore, learns being personable can prove a more effective way to sway public opinion than spewing out a series of dreadful facts.
Two Minnesota men who travel to Alaska learn how news events, instead of commercials, can provide businesses opportunities to establish themselves as leaders in their industry.
Big Miracle also raised old issues about journalism. People love inspiring animal stories. And TV news stations have changed little in about two decades. Stations continue to lean toward covering crime and crap and must often be persuaded to realize the value of covering a fluff or feature piece. Forgive that last line. A public information officer recently told me TV news no longer leaves room for good feature stories. I don’t agree but convincing stations to cover one can feel as tough as freeing whales.