It’s a fact that reporting, particularly daily reporting, has always been tough job. Deadlines are brutal. Training is on the job. Reporters are likely to be English majors rather than finance or marketing majors. Many reporters change jobs often. And now, widespread cutbacks in staffing (even at mainstream media like the New York Times) mean that reporters are forced to do more with less. The result: Tired, under-trained, overworked reporters mean more mistakes.
One of our clients who was quoted in a press release put out by one of his clients (a major financial institution) found himself named as “Managing Director” of his client in a news story based on the client’s own press release. Not all errors are so egregious. More often, reporters will take information from other coverage or, increasingly, blogs and recycle without fact checking data or content. Incorrect websites get listed. And, as always, names get spelled incorrectly.
Why does it matter? Because on the web, mistakes feed on themselves
Here are five things you can do to ensure accuracy in media coverage about you, your company and your products:
1. Script your press release like a 60-second TV commercial. That means short, to the point, and relevant. Jargon, complexity and self-congratulatory prose are breeding grounds for confusion.
2. Put all responses in writing. Ask the reporter for written questions before the interview, and respond by email with specific comments and information. That way, even if you do the interview, the core information is in writing. Variation: Send the reporter an email after the interview laying out the key facts on an “as we discussed basis.”
3. Keep it simple. Make sure all “snapshots” of your company under your control are accurate and easily understood by busy reporters. Take a look at your company boilerplate and your home page, as that’s where reporters are most likely to grab quick information hits.
4. Ask for read-backs. Reporters don’t necessarily like this, but ask the reporter who wants to interview you as an industry expert to read (or email) you anything they want to attribute to you before publication. Then you can check it for accuracy.
5. Pay attention. Always review coverage as soon as it appears, whether online or in print. Ask for an immediate correction and provide written direction on the wording for the correction.
[...] Greg Miller is founder and president of Marketcom PR. A version of this post ran on its Let’s Talk Blog. [...]