When a reporter writes about you
Tips for improving accuracy in news stories about you

By Joan Stewart
The Publicity Hound

You spend months convincing a major newspaper to write a story about you and, finally, someone agrees. Instead of being elated, you’re thinking, “I wonder if they’ll let me read the story before it’s printed?”

Don’t even ask because not many reputable publications will agree to that request. But any news source can do several things before, during and after the interview to increase the chances of a fair and accurate story. Not all reporters will agree to all of these requests, but they’re worth a try. 

Before the interview

• If the reporter has a preconceived notion about a story, and it is inaccurate, set the record straight immediately before proceeding with the interview. You can do so by providing background information, reports, etc., to prove your case. If the reporter persists in writing about something you feel is inaccurate, you might want to decline being interviewed, but explain why.
• Prepare for the interview. Choose three or four main points you want to make and rehearse them until you can say them smoothly.
• Gather accurate background information the reporter might find helpful such as trade association newsletters, past news clippings about your business or other materials the reporter can take back to the office.

During the interview

•   Talk slowly and in short sentences so reporters can get accurate quotes. Ask reporters if they would like you to repeat any information. Many reporters will appreciate that you offered.
• Ask the reporter to read back your quotes either during the interview or before the story is printed. More disagreements arise over inaccurate quotes that any other part of the story. Reading back quotes helps avoid inaccuracies if the reporter has missed a word or two that changes the meaning of the quote. Understand, however, that if you don’t like the sound of what you actually said, or you regret having said it, you don’t have a right to change it. Avoid this problem by “practicing” what you will say and how you will say it, before the reporter arrives. See Special Report #1: How to Keep the Media from Making a Mess of Your Story.”
• Don’t talk off the record. If you don’t want to see it, don’t say it. See How to Keep the Media Wolves at Bay.
• Provide a media kit. It should include a narrative description of your business, a professional profile (not a resume), fact sheet and a photo. See Special Report #8: Media Kits on a Shoestring: How to Create Them Without Spending a Bundle.
• If the interview is supersensitive, ask the reporter if you can tape-record it. Let the reporter tape it, too.

After the interview

• Ask the reporter to “fact check” the story with you before it is printed. National magazines routinely fact-check stories. Most newspapers do not, however, because there isn’t time. A reporter “fact checks” a story by calling all the sources and confirming the facts such as the number of employees, the year the company was founded, correct titles and spelling of names, etc.
• Ask the newspaper to correct inaccurate information. Some news sources are reluctant to do this because they don’t want to call more attention to the error. The risk, however, is that newspapers save and file all their stories for future reference and if you fail to call the error to their attention, it could be repeated months later.
• For grievous errors, or if you feel the newspaper treated you unfairly, consider writing a letter to the editor. Sometimes a well-written letter from your attorney is all that’s needed to get a correction, an apology, or whatever it is you want within reason.
• Another option is to ask to meet with the newspaper editorial board to discuss the issue, if it’s grievous.

Publicity expert Joan Stewart, aka The Publicity Hound, shows how to use free publicity to establish your credibility, enhance your reputation, position yourself as an expert, sell more products and services, promote a favorite cause or issue, and position your company as an employer of choice. This article originally appeared at The Publicity Hound. Republished with permission.