Be Bold, Brash & Audacious and Stay on the Air

On March 30, 1981, newly inaugurated President Ronald Reagan was speaking at a conference at the Washington Hilton Hotel. As the President and White House Press Secretary Jim Brady, flanked by a Secret Service security detail and DC police officers, headed to the presidential limousine, would-be assassin John W. Hinckley fired six shots. The President was whisked away to George Washington University Hospital, where thoracic surgeons removed the bullet lodged in his lung and repaired the damaged organ. 

Just nine months earlier, a bold, brash, outspoken media executive launched a media outlet that would change history. That executive was Ted Turner, and the new outlet was CNN, the first-ever 24/7 news channel. On March 30, 1981, CNN was still struggling for credibility. Its coverage of the assassination attempt was its first significant test. It was also the moment that television journalism changed forever. 

Before CNN, TV news aired at a fixed time, typically a half-hour evening newscast around 6:00 or 6:30 p.m. and sometimes a shorter late-night update. If a major event broke after hours, people waited until the next scheduled broadcast or tuned into the radio for updates. Anchors were authoritative and scripted; spontaneity was rare. Foreign coverage relied heavily on correspondents stationed overseas, film couriers, or wire services.

We Interrupt This Programming to Bring You Breaking News

When news of the assassination attempt broke, the three major networks (ABC, CBS, NBC) interrupted their regular programming. The solemn, controlled news anchors summarized the events with polished scripts and edited segments once information was confirmed. After the initial chaos, they returned to scheduled shows while waiting for more verified updates. CNN, however, stayed live continuously, something the other networks couldn’t or wouldn’t do. This was unprecedented. TV news had never treated an event as a rolling, evolving story that never left the air. Viewers saw live shots outside the White House, GWU Hospital, and the Capitol, while network anchors often had to wait for edited tape or official briefings. This gave CNN’s coverage a feeling of rawness that was sometimes messy, but thrillingly transparent and fast.

For the first time, the idea that news could be an ongoing process rather than a scheduled event became a reality. This coverage transformed CNN from a curiosity into a serious player and became the foundation for the way all major networks now handle breaking news. When Ted Turner pitched the idea of around-the-clock news coverage, he was met with mockery and ridicule. Who would watch news at 3 a.m.? Who were these anchors, anyway? What could you possibly cover for 24 hours? When CNN’s live coverage of major world events continually outperformed all other networks’, CNN transformed from a punchline of a bad joke into a global media powerhouse. 

The story of CNN is one of underdog organization and its people proving themselves through clarity, courage, and adaptability under pressure. Here’s how the lessons from that day translate into career wisdom for anyone trying to stand out, build credibility, or break into a crowded field:

Be prepared. When Reagan was shot, CNN didn’t scramble to invent a new process; it already had the infrastructure, the satellite network, and the newsroom philosophy in place. Your skills, processes, and credibility are the foundation of your career. 

Stay on the air. CNN stayed live, continuous, and committed; persistence became its brand. When others move on, keep showing up.

Credibility first, then speed. CNN’s reporting was cautious, verifying before airing. That restraint built credibility, and did so quickly. Don’t sacrifice integrity for speed.

Use skepticism to your advantage. CNN didn’t react defensively to the ridicule it endured when it first entered the industry. It relentlessly pursued its mission. Tune out the naysayers and stay disciplined.

And That’s the Way It Is

CNN’s transformation was more than a breakthrough in broadcast journalism. It was proof that disrupting the status quo can upend even a traditional, staid industry. In the face of doubt and disruption, CNN redefined the rules. The same holds true in any career. When you stay ready, keep showing up, and hold fast to your standards, you position yourself to seize the moment that can change everything. The world may not believe in your vision at first, but conviction paired with audacious execution can turn even the boldest idea into history.