Lulu Cheng Meservey Profile picture
Jun 8, 2022 9 tweets 2 min read Read on X
We keep seeing false claims about Substack that seem designed to mislead.

Here’s just one recent example, which the outlet refuses to correct.

We believe the best way to fight misinformation is through open debate, so here are the facts.

1/x Image
The writer claims Substack “actively recruits and pays extremists.”

We do not and have not, and he can’t name any examples. Yet when approached about it, he said: “I'd be happy to remove it if you could provide evidence that it's inaccurate.”

That’s not how this works.
It’s not journalism to make an unfounded claim and demand contrary “evidence” to remove it. It borders on extortion: we will defame you unless you give us what we want.

No.

The onus is on the journalist to prove the accusation, not on the subject to disprove it.
It’s like a media outlet accusing you of money laundering, and when you protest, they refuse to issue a correction unless you give them your financial statements.

This is clearly unreasonable. That’s why the burden of proof is on the journalist, not the subject.
Not only does the writer fail to produce any evidence or examples, but he doesn’t even attempt to make the argument that anyone we’ve “recruited” is an “extremist” by any definition.

Rather, he seems to just use “extremist” as a label for anyone whose opinions he doesn’t like.
It’s now common to use words like “extremist” not in the true sense, but as a slur against people on the other side — like how Putin calls Ukrainians “fascist.”

It’s unfortunate when people do this but crazy when it comes from a media outlet that makes any claim to integrity.
You can find disagreeable people and opinions everywhere online, including Substack.

That doesn’t give a media outlet the license to fabricate and defame.

The accusation here is a serious one, and its unsubstantiated sweeping claim smears an entire community of writers.
We’ve asked @WIRED to correct this, but they refuse unless we pay the ransom in the form of private information.

We won’t be doing that.

Instead, the responsibility is theirs to get the facts right. When they fail as they have here, they should issue an unambiguous correction.

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More from @lulumeservey

Dec 23, 2024
It’s wild. The Blake Lively lawsuit against her costar is an absolute PR kamehameha

Lively’s team basically:

- gathered mountains of incriminating receipts, including emails and texts that might have been leaked by the crisis comms consultant’s former employer

- waited until he thought he was in the clear, as his gloating texts showed

- ambushed him with a Friday night filing and a leak to the New York Times (my bet is Lively’s lawyers briefed the NYT on deep background), resulting in a scathing investigative piece

(continued)
Blake Lively really does have great lawyers, with strong comms instincts.

The complaint itself is written very strategically:

- is structured like a story, starting with one gripping scene and leading the reader on from there

- highlights themes in societal discourse designed to evoke disgust for the costar Justin Baldoni (abuser of power) and sympathy for Lively (working mother)

- uses memorable anecdotes and examples instead of generic descriptions, eg Baldoni intruding on Lively’s breastfeeding

- proactively undermines Baldoni’s potential response by showing evidence of his public statements contradicting his private actions, implying he’s a hypocrite and liar

- taps into the national mood by accusing Baldoni of weaponizing being a male feminist, so anti-wokes would hate his posturing while progressives would hate his bad allyship

- clear and measured language makes the claims seem factual, not emotional or dramatized (which Baldoni would likely accuse Lively of being)
This story was obviously planted in the New York Times by Lively’s team.

It was very well executed, a devastating ambush attack on Baldoni, who has already been dropped by his talent agency.

Here’s how something like this works:

- Team Lively selects a reporter. In this case, they’re going for (1) wide readership, (2) outside the entertainment press which has already been poisoned against Blake, (3) with sympathy for women and a distaste for abuses of power. The investigative reporter from NYT was a perfect choice.

- They approach the reporter and ask to speak off the record or on deep background without attribution. To give the reporter time to write, this approach would happen well in advance of filing the complaint, with an agreement that the article would be embargoed until the complaint is filed.

- Under that agreement, the team briefs the reporter on their side of the story, shows the “receipts” (copies of incriminating texts and emails), offers supporting testimony, and sends a preview of the complaint to be filed.

- Most likely it would be the lawyers handling much of this, keeping communications privileged whenever possible. If there are PR people involved, they would ideally be hired through the law firm to be covered by privilege as well.

- Lively herself only gives a single quote on the record, carefully framing this not as a personal vendetta but “to protect others who may be targeted.” Really smart.

- The complaint gets filed on Friday and the embargo lifts. The Times gets a huge scoop, with the full text of the complaint ONLY available on the NYT website. They milk it with an accompanying video.

- What happens with the legal complaint from here? In my opinion, it doesn’t even matter. She’s won.Image
Read 4 tweets
Aug 2, 2024
Speaking of leaks, Character AI could be an interesting case study

I could be wrong, but my read is that Character has employees who are leaking, maybe as a negotiating tactic with Google

A thread of breadcrumbs: Image
A month ago, Kalley Huang at The Information (this becomes relevant later) wrote the below story, citing:

- "a person close to Character"
- a statement from a Character spokesperson
- "two people who spoke to company leaders"
- "a person who spoke with the employees" of Character

Google, xAI, Meta, and Sequoia were all mentioned in the story as having talks with Character but all of them declined to comment on the record.

It was an exclusive, which means she was the first to have the story. That usually happens through direct conversations with sources.

Character (I don't know who, so I'm using the company as a synecdoche for the people) spoke on the record, on background, and most likely off the record.

It's impossible to prove this last point so I'm just going off my experience and what I've seen happen.Image
Then two days ago came this story that xAI considered buying Character -- again, an exclusive in The Information.

The byline includes Natasha Mascarenhas (covers funding and transactions, very well sourced), Stephanie Palazzolo (writes their AI newsletter), and again Kalley Huang.

Kalley's the outlier here because this isn't her usual beat. She normally covers Meta and social media (but not Elon world, that's its own beat), so my guess is she's involved because she has sources inside Character from the previous story.

The sources for this scoop are an "individual who spoke to xAI leaders" and "a Character employee." The first one could also be a Character employee and could even be the same person.

This leak that Character is being pursued by xAI obviously benefits Character, not xAI, and I don't think the leak came from Elon's side.

Elon also tweeted this to refute the story:

Again, it looks like a leak from inside Character. But why, and where are we going with this?Image
Read 6 tweets
Mar 14, 2023
Comms before the storm:
You need a crisis comms plan *before* crisis hits.

That plan should include

1) War room roles
2) Criteria for breaking the glass
3) Principles and priorities
4) Hour 1 actions and fact-finding
5) Messaging guidelines
6) Scenario plans and tactics

i.e.,
1) War room roles & responsibilities

Have a list of who needs to assemble in a crisis, with their cell numbers and locations.

Most likely the CEO, CFO, CTO, general counsel, and heads of comms, people, product, and investor relations.

Each will have specific responsibilities.
2) Criteria for activating the war room

To avoid expensively convening people over a false alarm, agree in advance on what makes something a crisis for your company, eg:

- serious injuries or fatalities
- major disruption to operations
- material damage to finances
Read 13 tweets
Mar 10, 2023
It’s tragic that Silicon Valley Bank could lose 80%+ of its value in a single day.

But what’s crazy is that the financial collapse was largely driven by a communication collapse.

Their storyline unraveled and their messaging went off the rails, in 4 big ways.

(continued below)
(These are incomplete observations, made with humility and empathy for the good people at SVB doing their best in the fog of war.)

So what seems to have happened:

SVB took a hit to their balance sheet, like many others have, and they decided to raise some money…
SVB made the responsible decision to strengthen its financial position with a cap raise.

It made sense.

Where things went terribly wrong was the communication, specifically:

(1) WHAT they said, (2) WHO the audience was, (3) WHEN they did it, and (4) HOW they framed it.
Read 17 tweets
Feb 8, 2023
Today the CMA released its provisional findings on our deal.

They’re exactly as they sound - provisional. This means the CMA lays out its concerns in writing, and now both we and MSFT have a chance to respond.

(thread)
We hope between now and April we’ll be able to help the CMA better understand our industry, to ensure they can achieve their stated mandate Image
And truly help the UK promote an environment where

1) people can be confident they are getting great choices and fair deals

2) competitive, fair-dealing business can innovate and thrive

3) the whole UK economy can grow productively and sustainably
Read 4 tweets
Jan 27, 2023
“How do I grow my newsletter audience?”

Writing a blog or newsletter is the best way to scale your ideas.

But a following doesn’t just happen - you have to build it.

When I was running comms at Substack, this is the advice I gave writers for promoting their work: Image
1) Lay the groundwork

Know your “brand” and your value proposition:

A) What unique thing you’re offering readers

B) What unique background/perspectives/voice you’re bringing to the topic

C) Who your target audience is

That goes on your Home and About page. Image
Be a generalist or find a niche?

As with “which bear is best,” there are two schools of thought.

I say go niche, every time.

Pick a specific topic or angle where you can stand out.

Claim your tiny corner of the internet and conquer from there.

getflack.com/p/growyournews…
Read 13 tweets

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