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Email This“Fire crews monitor a controlled burn in South Carolina. Fire in the habitat helps quail restoration. ” –Actually this photo was taken at the Sprewell Bluffs Natural Area near Thomaston, GA (courtesy of Georgia DNR…oops!)
Anyone in the field of public relations knows that sometimes, regardless of your efforts, the media just plain get it wrong.
When you get a media call about a release you’ve done you do your best to answer all questions and provide additional information. That is your job after all.
So what do you do when you open that publication or click that link and see blatant errors big as life? (Me, I stared in shock for about 60 seconds before going off on my stress squishie.)
First, don’t panic. Unless they are getting your company confused with say coverage about a serial killer or a dog-fighting ring (and you work for a greeting card company), then know that the damage is usually not irreparable. The reputation of your company or organization must be carefully managed and preserved, but hey we all know that “stuff” happens.
Make sure you covered all your bases. There is nothing that makes you look worse, and ruins relationships like making accusations without having all your facts straight. The media work within certain parameters. If you don’t work with them, then expect the coverage you receive to be somewhat skewed.
Always contact the source. Reporters hate it when you go over their heads and complain. It may have been their error, but it is just as likely that the error occurred somewhere in the editing process. In skirting the source you come off as unprofessional and kind of a whiner.
If you can’t resolve the issue with the source, then certainly take it up a notch. Contact the editor. If they are worth their salt they will want to know about errors made by their staff.
Know when to let things go. If the error was small or was printed in a limited circulation publication, then it is a good chance most of the general public will not have noticed. Yes you want the publication to be aware, but don’t insist on a public correction unless the error was really out of line. Often you will only bring more coverage to the incorrect info by pointing it out with a printed correction. There are times when that is the very last thing you want.
Know when to stand your ground. If a paper credits the photo you provided for your story to another state agency, then that deserves correction. You don’t want people to think that your state burn team is hanging out in other states on the taxpayer’s dollar after all. That would be bad.
PR can be a really tricky business sometimes. You are always walking the line between getting good coverage and getting any coverage. You want to foster good relationships with the media outlets which cover you, but you also want to make sure they get it right.
It will happen to all of us at one time or another, for me it was today. I am getting past it though and hope this post was helpful for those who may have run into this before, or who may experience it as they get their foot in the door of the PR world.
What experiences have you had with the media ? Do you think that errors are just a part of life or should the press be more careful?
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Not only being misquoted, but also not giving a great answer at the time. When my band was touring we were getting interviewed by radio and local press every night. When I checked out the interview or article, I would always beat myself up about the stupid comments I said the previous night.
My advice would be to think before you speak, but always speak from the heart and not for what they want you to say. Great article Kristina!
Greg,
I agree 100 percent. I would venture to say that much bad press is the result of not thinking before you speak.
If you are not careful you may come off as being uninformed or disreputable, which is a difficult hurdle to overcome. People are much more likely to remember bad press than good coverage.
As a band member you are obviously aware of the “speaking in the heat of the moment” syndrome, and how it can make you look and sound when printed/aired.
You are absolutely right about staying true to yourself, but putting thought into that effort before opening your mouth.
Thanks for the comment.