Dispelling the myths
by Melissa Barreca
Dispelling the myths
Being prepared and reaching out to the public and media can help ward off negative perceptions that give gaming a black eye
Public Relations by Melissa Barreca and Kathy Callahan
Melissa Barreca is communications project manager at Ameristar Casino St. Charles in St. Charles, Mo. She can be reached at (800) 325-7777, or by e-mail at melissa.barreca@ameristar.com.
Kathy Callahan is director of communications for Ameristar's corporate office in Las Vegas. She can be reached at (702) 567-7053, or by e-mail at kathy.callahan@ameristar.com.
It's no secret that the gaming industry is flourishing. In fact, the phenomenal expansion of gambling, with riverboat casinos, tribal gaming operations and racinos, has changed the face of our industry-and society with it. The boom has created more than a million jobs nationwide and is touching communities with new, healthy streams of tax revenue, increased tourism and a generous outpouring of financial support for charities.
Yet, despite our industry's positive impact on the economic and social landscape, myths and misconceptions still abound in the mainstream media and the population at large.
As a result, many communities still view casinos as second-class business citizens. Local governments, while hungry for the tax revenue that casinos provide, often publicly downplay their support of gaming for fear of being associated with negative perceptions of our industry.
It's true that a small group will always stand in staunch opposition to gaming and little we say or do will help change their minds.
This small but vocal minority, however, can pose a problem for the industry because its views are often enabled by the media who seek to cover controversial issues that can translate into ratings and readership. Magnified under the scope of a media spotlight, a handful of opponents can continue to propagate myths that color the public's perception and make it difficult to maintain and further enhance the respect the industry deserves.
The reality of the myth
Historically, the gaming industry has been slow to be proactive in telling their story, or to respond to critics. Often, because their claims can be so outlandish, we collectively shrug our shoulders and wonder "who would actually believe that?"
Unfortunately, too many people take unqualified information as fact. Myths have a way of becoming reality when they remain unchecked.
Remarkably, many people still believe that casinos are tied to an increase in crime. Others are convinced that the gaming industry preys on the poor and elderly. And too many intelligent business people cling to the notion that when a casino opens other businesses suffer.
These myths are debunked by studies that confirm: casino customers are better educated with higher incomes than the average U.S. household; a smaller proportion of senior citizens gamble than any other adult age group; and in the vast majority of communities with gaming, crime rates are low while home ownership is high and local businesses thrive.
Despite these facts, you've probably never heard these sound bites coming from a casino executive on the local news.
Making an effort
False perceptions can be changed if casinos take the offensive with proactive public relations, take the time to educate our employees on the issues and make sure we're prepared for media opportunities that arise.
For example, the next time a reporter wants to do a story on your surveillance room, don't immediately consider it "off limits." Instead, look for ways to parlay their interest into a win-win situation for your property. Offer to participate in the story on your terms.
That doesn't mean you have to allow cameras into sensitive areas (you probably shouldn't and couldn't). It does mean that you can prep your director of security to do an on-camera interview highlighting the precautions you take to keep guests safe, discussing the experience of your security and surveillance personnel and citing statistics that prove casinos are safer than shopping malls. If the reporter refuses this angle, at least you tried. But if they agree, you've just made a great stride correcting a common misperception.
There are literally hundreds of examples like this one. The secret is to be prepared to focus on what you can say to the media instead of what you can't say. Make it a conscious decision that "no comment" is not appropriate. There is almost always something positive to say-about any issue, any time. Every casino communications staff should be familiar with resources like the American Gaming Association's Gaming Industry FAQ and have talking points at the ready when the media come to call.
Be proactive
In addition to being prepared to take interviews, all casinos should do a better job of being proactive in talking about their positive impact on the community.
The very act of broadcasting positive information on a regular basis has a way of overshadowing any potential hostility or negativity. That means when your company makes a donation, announce it internally and externally. Point out your annual tax contribution to the city coffers to your local business reporter. When you undertake a massive hiring effort, don't just rely on the want ads. Call your local beat reporter and pitch them a story on the job opportunities you're offering. Highlight team member career successes as human interest stories.
When we focus as an industry on what we can say and take the opportunity to say it whenever possible, we'll start to overshadow misinformation with facts.
As casinos proactively communicate the facts and seek out ways to tell our positive stories, the industry as a whole will continue to gain the respect it deserves.
Being prepared and reaching out to the public and media can help ward off negative perceptions that give gaming a black eye
Public Relations by Melissa Barreca and Kathy Callahan
Melissa Barreca is communications project manager at Ameristar Casino St. Charles in St. Charles, Mo. She can be reached at (800) 325-7777, or by e-mail at melissa.barreca@ameristar.com.
Kathy Callahan is director of communications for Ameristar's corporate office in Las Vegas. She can be reached at (702) 567-7053, or by e-mail at kathy.callahan@ameristar.com.
It's no secret that the gaming industry is flourishing. In fact, the phenomenal expansion of gambling, with riverboat casinos, tribal gaming operations and racinos, has changed the face of our industry-and society with it. The boom has created more than a million jobs nationwide and is touching communities with new, healthy streams of tax revenue, increased tourism and a generous outpouring of financial support for charities.
Yet, despite our industry's positive impact on the economic and social landscape, myths and misconceptions still abound in the mainstream media and the population at large.
As a result, many communities still view casinos as second-class business citizens. Local governments, while hungry for the tax revenue that casinos provide, often publicly downplay their support of gaming for fear of being associated with negative perceptions of our industry.
It's true that a small group will always stand in staunch opposition to gaming and little we say or do will help change their minds.
This small but vocal minority, however, can pose a problem for the industry because its views are often enabled by the media who seek to cover controversial issues that can translate into ratings and readership. Magnified under the scope of a media spotlight, a handful of opponents can continue to propagate myths that color the public's perception and make it difficult to maintain and further enhance the respect the industry deserves.
The reality of the myth
Historically, the gaming industry has been slow to be proactive in telling their story, or to respond to critics. Often, because their claims can be so outlandish, we collectively shrug our shoulders and wonder "who would actually believe that?"
Unfortunately, too many people take unqualified information as fact. Myths have a way of becoming reality when they remain unchecked.
Remarkably, many people still believe that casinos are tied to an increase in crime. Others are convinced that the gaming industry preys on the poor and elderly. And too many intelligent business people cling to the notion that when a casino opens other businesses suffer.
These myths are debunked by studies that confirm: casino customers are better educated with higher incomes than the average U.S. household; a smaller proportion of senior citizens gamble than any other adult age group; and in the vast majority of communities with gaming, crime rates are low while home ownership is high and local businesses thrive.
Despite these facts, you've probably never heard these sound bites coming from a casino executive on the local news.
Making an effort
False perceptions can be changed if casinos take the offensive with proactive public relations, take the time to educate our employees on the issues and make sure we're prepared for media opportunities that arise.
For example, the next time a reporter wants to do a story on your surveillance room, don't immediately consider it "off limits." Instead, look for ways to parlay their interest into a win-win situation for your property. Offer to participate in the story on your terms.
That doesn't mean you have to allow cameras into sensitive areas (you probably shouldn't and couldn't). It does mean that you can prep your director of security to do an on-camera interview highlighting the precautions you take to keep guests safe, discussing the experience of your security and surveillance personnel and citing statistics that prove casinos are safer than shopping malls. If the reporter refuses this angle, at least you tried. But if they agree, you've just made a great stride correcting a common misperception.
There are literally hundreds of examples like this one. The secret is to be prepared to focus on what you can say to the media instead of what you can't say. Make it a conscious decision that "no comment" is not appropriate. There is almost always something positive to say-about any issue, any time. Every casino communications staff should be familiar with resources like the American Gaming Association's Gaming Industry FAQ and have talking points at the ready when the media come to call.
Be proactive
In addition to being prepared to take interviews, all casinos should do a better job of being proactive in talking about their positive impact on the community.
The very act of broadcasting positive information on a regular basis has a way of overshadowing any potential hostility or negativity. That means when your company makes a donation, announce it internally and externally. Point out your annual tax contribution to the city coffers to your local business reporter. When you undertake a massive hiring effort, don't just rely on the want ads. Call your local beat reporter and pitch them a story on the job opportunities you're offering. Highlight team member career successes as human interest stories.
When we focus as an industry on what we can say and take the opportunity to say it whenever possible, we'll start to overshadow misinformation with facts.
As casinos proactively communicate the facts and seek out ways to tell our positive stories, the industry as a whole will continue to gain the respect it deserves.
