Asking a reporter to proofread their story before it gets published to make sure it's positive is not appropriate. In this video, learn how to ensure you have positive media coverage by preparing ahead of time.
- Let me tell you a story. I used to work with a CEO who had a lot of controversial opinions. For the launch of his company, we got him an interview with a popular tech blog. Knowing that he tended to shoot from the hip, we worked together ahead of time to draft some talking points so that he was comfortable responding to the questions. He was prepared and agreed to stick with it, until he didn't. The second he got on the phone, he completely went rogue, off script, and back to shooting from the hip with all his opinions. This resulted in not only a combative conversation with the reporter, but fear that there would be a negative piece of press coverage for the company. He said to me, "I need you to go back to the journalist "and tell them that we need to proofread the story." This is a mistake you should avoid, and this is probably the most common question I've gotten in my PR career. Can you ask the reporter if we can review and edit quotes before the piece is published? I get it. You want to make sure that your story is going to be published in a positive light. You want to make sure it's on message. You want to make sure it's glowing, but you can't do that. That's not how the media works. The only time it is appropriate to go back to a reporter and asked to change something in an article is if it is factually incorrect or can cause material damage. So what's the takeaway? You can control the tone of your story by staying on message and telling the story you want to be published, while being truthful and factually correct. What you say matters and whatever you say is considered fair game. Stay on message, prepare, and focus on what you can control, which is you.
This course was created by Madecraft. We are pleased to host this content in our library.
- Getting names right
- Avoiding mass email blasts
- Writing a concise pitch
- Harnessing the power of timing
- Choosing the right publication
- Avoiding buzzwords