I often begin my media training sessions by asking members of the audience to raise their hands if they've been interviewed by the media. Almost all of the hands in the room go up. I then ask them to keep their hands up if they've ever been misquoted. Not only do virtually all of the hands remain up, but the usually nod their heads vigorously, followed by laughter.
Being misquoted is one of the biggest plagues for any spokesperson. It can cause deep consternation for the interviewee, who has to sheepishly explain to her colleagues that she didn't actually say what the reporter claimed she did.
A former colleague from California, a well-respected scientist, recently e-mailed me the following note about an article that appeared in one of the largest newspapers in the United States.
"Don't know if you saw it, but the paper did a write up of our work last week. The body of the story was fine, but the writer attributed some quotes to me that never came from my mouth and had some horrific technical errors. So what do you do?"
There's good news and bad news here. The bad news is that you can never guarantee that the reporter will get your quote perfectly right. Journalists, being subject to human flaws, will occasionally get it wrong. But the good news is that you have a lot more control than you think ? and can exponentially increase the odds that the reporter will get your story right.
Here are four ways to reduce your risk of being misquoted:
1) Give Them the Facts: Let's face it ? the more you say, the more you stray. A lot of spokespeople get misquoted because they say too much. Instead of spending most of your interviews providing reporters with endless background, write a one or two page fact sheet which lays out the basic facts for them.
Providing a reporter with a written fact sheet accomplishes several things. Most importantly, it allows you to tell the reporter what the story means during your interview instead of telling him what the story is. By doing so, your quote will contain your interpretation of the facts instead of raw facts devoid of context.
It also saves you time, since you don't have to explain the basics of the story to each reporter who calls. Finally, because you've said less and repeatedly emphasized the meaning of the story, you've given the reporter more opportunities not only to get your quote right, but to make it meaningful.
2) Click, Clack, Repeat: If you're giving a phone interview, listen for the sound of typing on the other end ? you'll hear it when you say something that intrigues the reporter. That's your cue to slow down, make sure the reporter has time to capture every word, and repeat what you've just said.
The same is true during an in-person interview when a reporter is scribbling notes in a notepad. When you see her scribbling, slow down and repeat!
3) Click, Clack, Send: Some reporters allow their interviewees to respond to questions over e-mail. If you're fortunate enough to have a reporter agree to an e-mail interview, you will have total control of your words. Just be sure to have a colleague check your response for unintended meanings and phrases that can be taken out of context.
Although you can use e-mail interviews occasionally, you probably shouldn't rely on them all the time. Your goal is to build long-term relationships with reporters ? and that's something better accomplished over the phone or in person.
4) Now, What Did I Just Say: Although reporters are under no obligation to read your quotes back to you, many of them will. If you don't like the way you said something, they may not change it ? but if you misspoke and said something factually inaccurate, they will. You should ask them to read back your quotes during the interview, not afterwards.
You can also offer to help the reporter fact check the finished story. If you don't like the way the reporter framed the story, she will be unlikely to change it. But if she has objectively gotten a fact wrong, she will almost always correct it.
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
Just happens to be public relations activity that alters individual... Read More
How can media training help you create a successful Hispanic... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
This guide to "SEOing" your PR efforts can help you... Read More
The real public relations geniuses might be managers. You know,... Read More
The wind of changes...The digital world has changed the form... Read More
What's a press release? This is generally a one page... Read More
Commit this to memory, please: To get in the media,... Read More
One portion of your marketing plan that you probably don't... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
For business, non-profit and association managers, is it publicity that... Read More
Ever get the feeling that your public relations program isn't... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Small Business Owners should send press releases out at least... Read More
The most sensible way for business, non-profit or association managers... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
A great way to celebrate your achievements and capitalize on... Read More
You thought of it, you researched it, you wrote it.... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
As if making sure your company runs smoothly on an... Read More
Sure, any publicity is good. But don't invest time and... Read More
In public relations, "junk" is more about attitude and lack... Read More
So you have spent hours and hours writing, shaping and... Read More
As the practice of public relations in China continues to... Read More
You want to sell your products or services, and that... Read More
Have you ever noticed that in communities without big universities,... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
As the comedian Steve Martin once said, "some people have... Read More
"I want a pony, a tree house and the fastest... Read More
The notion that a business, non-profit or association manager can... Read More
You worked hard to get a story on your business... Read More
Business, non-profit or association managers hurt their own public relations... Read More
If your product or service can be given as a... Read More
There's good news for public relations execs, marketing professionals and... Read More
Simply that the behaviors of their most important outside audiences... Read More
When developing a publicity campaign for their business many owners... Read More
Especially good advice for business, non-profit and association managers whose... Read More
The media has the power to shape public opinion and... Read More
Just think about it.If I come to believe that you... Read More
In a media interview, always stick to your main points... Read More
Smaller companies don't always have the budget - or inclination... Read More
You are if you stand by while your public relations... Read More
I say to business, non-profit and association managers, a key... Read More
For many of us, the word quality is closely related... Read More
When, as a business, non-profit or association manager, you are... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
When starting a successful business venture or launching a new... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
So you have spent hours and hours writing, shaping and... Read More
Just about anyone who has been in the public eye... Read More
As the kids say, how cool is this?You're a business,... Read More
Where is there a business, non-profit or association manager who... Read More
I recently worked with a group dealing with an unusual... Read More
As a business, non-profit or association manager, occasions will arise... Read More
What do you do with junk mail? Are you like... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Sometimes there seems to be no client news worthy of... Read More
Want to get radio interviews and coverage in print publications... Read More
If you own a franchise and have company vehicles, be... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
Public Relations |