Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.

What did it mean to the future of network news, they wondered? What would ABC News do to recover from the tragic announcement? And what sources could they talk to who would fill them in on the latest rumblings at ABC?

That's when my phone rang. A reporter from PR Week, a prestigious public relations magazine, was ready to interview me. As a former ABC News production coordinator, they thought I might have something to say.

Since the reporter and I had corresponded over e-mail prior to her call, I knew the call would be coming. I took some time to prepare my comments, the same way I coach my clients to do so.

But when the story came out, something had gone terribly awry.

Here's what the author wrote:

"Brad Phillips, a former production coordinator for Nightline who now owns his own PR firm, said the network made a mistake in not grooming an obvious successor for Jennings. 'The day of the star anchor is over,' he said. 'The news about Peter Jennings may be the tipping point that dismantles the news division.'"

Note that last line. Here's what I actually said:

"The sad news about Peter Jennings may be the tipping point that devastates the news division."

Far from proclaiming that ABC News was dismantling its news division, I was saying that the loss could be a deeply hurtful blow for ABC.

Upon reading the article, some Nightline producers walked out of their offices, saying, "Did you see what Brad Phillips said?" They thought one of their own was rubbing the bad news in even further. The only problem, of course, is that I didn't say it.

So how can a full-time media trainer have his quotes reported inaccurately? Simply put, it happens. This is a business of percentages, not perfection, and whenever you're dealing with another person, in this case a reporter, there is a margin of error. But since this was the first misquote I've ever had after dozens of successful interviews through the years, it reinforces that being well prepared for interviews almost always works.

Still, I now personally understand how frustrating it feels to have your name followed by words you didn't say, and I had to temper my instinct to respond with the advice I've always given my clients.

First, I tell clients, the closer you are to a story, the more inaccurate it appears.

Second, if they respond to an error that the reporter regards as a nitpicking point, it could alienate that journalist for future stories.

Third, if a correction is ultimately published, you've then widened the number of people who are aware of the original error ? those who read it the first time, and those who read it as part of the correction.

To be clear, corrections are sometimes warranted. In this case, I didn't deem this infraction serious enough to request one. Instead of assuming the reporter spiced up my quote to add more drama to her story, I decided to give her the benefit of the doubt that she had just made an honest mistake.

Ultimately, I did what I tell my clients to do. I contacted my friends at ABC News directly to tell them what happened. I decided not to correct the record with the reporter, since I'd rather have her as an ally for future stories. And the most important thing I will not do, which many clients understandably want to do in these circumstances, is avoid the phone the next time a reporter calls. It's the wrong response. When properly prepared, you'll get it right the vast majority of the time. And I'll take those odds every time.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com

---

Building The Best Network

If you want to succeed, build a great team. A... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

What is GuerrillaPR Anyway?

Public relations is the art, as one of my colleagues... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

How To Get Zero Cost Publicity For Your Business Part 1

Would you like to expand the volume of your business?... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

Andrew Bogut - His Big Media Blunder And What You Can Learn From It

Andrew Bogut, the Australian basketballer is now officially in the... Read More

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

Online Business Press Release Writing Tips And Ideas

Press releases are one of the most cost-effective ways to... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

6 Essentials for Doing Your Own PR: Guest Author

Today's issue of Lean Marketing Champions features tips on doing... Read More

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

Dont Pay for Radio Interviews

It used to be that all you had to do... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Promoting Your Website Through a Press Release

Have you ever gotten one of those letters from your... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

Top Ten Tips For Great Sound Bites

If you're an online business using public relations (PR) to... Read More

16 Publicity tips for Restaurants

With a dismal failure rate of more than 75 percent... Read More

Managers and PR Genius

The real public relations geniuses might be managers. You know,... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More