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
same day cleaning service Des Plaines ..Public relations is a very important part of the marketing... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Ever wonder why papers devote a page or more to... Read More
What makes a good media release and how do you... Read More
When developing a publicity campaign for their business many owners... Read More
No comment. These are probably the two most damaging words... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Are you working as hard as you can in your... Read More
When times are tough, it's no time to ignore those... Read More
When it comes to launching a new business or product,... Read More
Do it by restructuring your business, non-profit or association public... Read More
Think for a moment! If you were to do a... Read More
How you answer questions depends on many factors. Example what... Read More
Media interviews are an important part of an overall public... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
Are there secrets to gaining media coverage or is it... Read More
Writing an effective press release is a way to draw... Read More
As a business, non-profit or association manager, any tool that... Read More
Press releases are a useful tool for announcing news and... Read More
The most important thing to remember for any interview: stay... Read More
They say that image is everything and some of us... Read More
Although repetition is extremely important, there are times when advertising... Read More
Would you advise clients to buy a stock based on... Read More
Some financial planners think that they shouldn't share their top... Read More
home cleaning services Mundelein ..It happens to business, non-profit and association managers when their... Read More
I heard a speaker recently who was talking about how... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
From time to time, people ask me how public relations... Read More
What do you do with junk mail? Are you like... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
Each of us is exposed to people from other cultures... Read More
Press releases are a useful tool for announcing news and... Read More
Business, non-profit and association managers are in a stronger position... Read More
Just about anyone who has been in the public eye... Read More
Especially good advice for business, non-profit and association managers whose... Read More
It took me a while to see just HOW crucial... Read More
Public relations and news releases are synonymous in the minds... Read More
Want to get radio interviews and coverage in print publications... Read More
What else, for goodness sake, could you as a business,... Read More
I define public relations failure this way:key audience perceptions are... Read More
The easiest way to meet city council members is to... Read More
You never want to inundate a reporter with information, but... Read More
If I were coaching you as a business, non-profit or... Read More
The next time a newspaper photographer takes your photo, remember... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
As a business, non-profit or association manager, let the tacticians... Read More
A new public relations blueprint could be a good idea... Read More
Just because a publication is small doesn't mean that getting... Read More
"I want a pony, a tree house and the fastest... Read More
Public Relations |