Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual problem. It seems that a local television reporter in town known for his aggressive style of reporting has a nasty habit of lying. Let's call him Jack.

Whenever a sensitive issue arises, Jack requests an interview with a spokesperson for the group. The spokesperson knows that if he doesn't agree to the interview, Jack will ambush him ? in a parking lot, in a grocery store, or outside his home.

So before agreeing to the interview, the spokesperson asks Jack not to broach certain sensitive topics. Jack agrees. With the ground rules in place, the spokesperson consents to do the interview. The interview begins.

But the moment the cameras start rolling, Jack ignores the rules and asks the very questions he promised not to. Jack asks them in a way to make the spokesperson look as bad as possible. The spokesperson is caught off-guard and veers way off message. He looks bad and damages the reputation of his group.

Let's back up for a moment. Jack has every right to refuse conditions being placed on the questions he can ask during an interview. Further, if a spokesperson requests certain conditions, Jack has the right to report that request, whether or not he agrees to them. But if he agrees to those terms in advance and breaks them, well, Jack's just a liar.

Now, let's add one more element to this equation. The media in Jack's town are addicted to tabloid-style news. Sensationalism sells, and local reporters have a nasty habit of making innocuous stories appear as shocking as possible. Their goal is to attract an audience at any cost.

You might think a solution is just to avoid the reporter ? but remember ? Jack will show up when you don't expect him, and if you refuse to talk to him, he will play the videotape of your hand covering the camera for weeks.

So what should you do in the most egregious cases when a reporter lies? The following three tips may be helpful:

1. Get Media Training: Okay, so it may seem a bit self-serving for a media trainer to advocate media training. Still, media training, especially one-on-one training, is made for circumstances like these, and can help a spokesperson answer difficult questions with relative ease.

ABC News Reporter Sam Donaldson had it right when he quipped, "Questions don't do the damage. Only the answers do." Spokespersons shouldn't have to request that certain topics be off-limits. Instead, they should prepare in advance for the most challenging questions. Doing so will help them appear almost delighted that a reporter has finally given them the opportunity to speak about them.

2. Write a Letter to the Station Manager: It's possible that the station manager doesn't know just how much his or her reporters are breaking the rules to get a story. Here, you can use reporter codes of conduct to your advantage. For example, you may write:

In exchange for agreeing to an interview with Jack, several of our spokespersons have requested certain questions be kept off limits. Jack has agreed. Despite those agreements, Jack has consistently broken his word, asking those very questions the moment the camera starts rolling.

The Society of Professional Journalists Code of Ethics says journalists should, "Clarify conditions attached to any promise made in exchange for information. Keep promises."

In addition, Jack is treating his sources with blatant disrespect, in one case shouting after a senior official and calling her disgusting names. This is a violation of the Poynter Institute's Guiding Principles for the Journalist, which state: "Sources [are] human beings deserving of respect, not merely a means to your journalistic ends."

We are happy to cooperate with your station's future inquiries, even if they are unfavorable to our group. But in exchange for continued access, we request only that you comply with the basic rules of journalistic fairness in the future.

Will this help? Maybe, maybe not. But in desperate circumstances, it might be worth the shot.

3. Prepare a Canned Response: In the most desperate circumstances, you may blacklist a reporter entirely. This piece of heavy artillery should only be pulled out rarely ? in other words, if you're banning more than one reporter per decade, it's probably too many.

In the case of Jack, though, it might be warranted. That doesn't mean you ignore him when he ambushes you. Instead, prepare your spokespersons ? all of them ? for his ambush. They should stop before his camera. They should take his question seriously. And they should issue a response such as:

"Your question deserves a serious answer ? not one delivered in a parking lot. If one of your colleagues would like to schedule an interview with a member of our group, we would be happy to answer his or her questions. Thank you, and we look forward to the opportunity to express our point of view on this matter."

Then, with a small nod or smile, the ambushee should walk with a sense of purpose ? but without a hint of defensiveness ? to his or her destination.

One final point ? if a news organization is determined to write something unfavorable about you, there's little you can do to stop them. But you can control your response ? and a well planned media strategy can help neutralize a negative story.

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

expert residential cleaners Park Ridge ..
In The News:

The Omoway Omo X features a modular design, obstacle detection and emergency braking, and can drive itself to charging stations, signaling the future of smart urban mobility.
PillTrek, a tiny wireless smart capsule created by Caltech, provides real-time gut health data by detecting electrolytes, metabolites, glucose, hormones, pH levels and temperature.
Learn to spot fake bank text messages with five warning signs of Chase phishing scams, including suspicious links and urgent deadlines designed to steal your account information.
Robot coyotes built on motorized cars reaching 20 mph are being deployed at military airfields as an innovative solution to wildlife threats to aircraft safety.
Explore Google Drive's strengths and weaknesses as a backup solution, including its encryption security, privacy concerns and comparison to dedicated backup tools.
As environmental challenges grow, underwater habitats gain momentum with DEEP's Vanguard, supporting short missions and Sentinel designed for 28-day stays at depth.
The new Urban Eyes safety vest features dual cameras, reflective panels and a wireless remote to deter harassers and provide peace of mind for outdoor workouts.
The $200 billion data broker industry tracks your personal details across websites, posing privacy risks that can be mitigated through data removal services.
UCC Holding has teamed up with COBOD to create desert-inspired, 3D-printed schools in Qatar, featuring dune-like wavy walls impossible with conventional construction.
Darkling beetles equipped with microchip backpacks can be guided through disaster areas using electrical signals, offering a biological solution for search and rescue.
Scammers use number porting to take control of outdated landlines still connected to financial accounts, bypassing two-factor authentication to steal funds while avoiding detection.
Twitter co-founder Jack Dorsey developed Bitchat, a privacy-focused messaging app that works offline via Bluetooth without requiring email, phone numbers or personal data.
Google is making a push to ensure its AI, Gemini, is tightly integrated with Android systems by granting it access to core apps like WhatsApp, Messages, and Phone.
A new green energy system is set to change how we capture clean power, and it all starts with the ocean. French startup Seaturns has designed technology that taps into the natural motion of the sea.
Cybersecurity researchers are warning that hackers have started exploiting flaws in chatbots to carry out AI phishing attacks.
Google has just made it easier than ever to regain control of your inbox with Gmail's new Manage Subscriptions tool.
Despite the benefits, residential power saver programs come with several potential drawbacks and concerns that have been raised by both customers and experts.
The Blackdot AI tattoo machine is quiet. It's steady. And according to early users, it hurts a lot less.
Attackers have started to exploit the very signals that users assume will keep them safe when it comes to add-ons to improve productivity or entertainment.
Located on Cerro Pachón in Chile, the world's most powerful digital camera is set to transform how we see the universe.
The innovative DQ Tower stands 28 feet tall with 420 square feet of living space, featuring floor-to-ceiling windows and premium amenities in a prefabricated design.
A new mmWave imaging system allows warehouse robots to scan and create 3D models of objects inside sealed containers, potentially revolutionizing shipping processes.
Family fraud endangers seniors when relatives exploit their trust, but removing personal data online and monitoring identity can prevent financial harm to aging parents.
A study analyzing 500,000 customer service interactions shows chatbots struggle with complex issues while human agents excel at matching customer communication styles.
Aigen's Element robot uses solar power and AI to provide farmers with a sustainable alternative to herbicides, working efficiently in cotton and soy fields.

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

How Managers Hurt Their PR Results

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

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Between Now and Economic Recovery

There's still time to review your public relations program like... Read More

Its Just Common Sense!

When a group of outsiders behaves in a way that... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

Community Based Marketing Strategies

As small businesses we have an opportunity and an obligation... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Do You See PRs Real Value?

As a business, non-profit or association manager, do you see... Read More

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... Read More

green cleaning service Park Ridge ..