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
Chicago limo Skokie ..To survive in business, you've got to focus your attention... Read More
Say, from tactics like special events, brochures and press releases... Read More
Business people often spend time and money trying to find... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
In my travels around the country while building my business... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
When special events and communications tactics rule the PR roost... Read More
How cool is this? You're a business, non-profit or association... Read More
The truth is, you CAN attract the support of those... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
"I want a pony, a tree house and the fastest... Read More
Effective Media Relations Tips - What To Do After The... Read More
As a mobile detailing company it is important to have... Read More
How much more fundamental can you get than this? As... Read More
It's not unusual for clients of service providers to insist... Read More
When do you use the newspaper for publishing announcements for... Read More
Early in my career as a public relations consultant, I... Read More
Think for a moment! If you were to do a... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
Everyone has something that drives them up a wall. You... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
A PR product or service launching is a perfect way... Read More
As a business, non-profit or association manager, do you see... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
limo O'Hare Bonfield ..It took me a while to see just HOW crucial... Read More
Like human nature over time, the power of good public... Read More
Yes, and that pressure often comes from a CEO who... Read More
In public relations, "junk" is more about attitude and lack... Read More
About a year ago I read a feature story in... Read More
Business, non-profit and association managers are in a stronger position... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Because PR can be difficult to control, it is often... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
Next to white papers, case studies are the most popular... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Although media relations is not all there is to PR,... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
The easiest way to meet city council members is to... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
Why, public relations that stays true to its fundamental premise,... Read More
True, because department, division or subsidiary managers for a business,... Read More
I got the latest issue of Internet Works in the... Read More
Public relations and news releases are synonymous in the minds... Read More
There's an old African proverb:"If you think you are too... Read More
What's more crucial to the success of a business, non-profit... Read More
If you want to know the best way to approach... Read More
Radio is a powerful publicity tool. Most stations offer news... Read More
As someone with expertise in media relations, I've been asked... Read More
Public Relations |