January 20 2010

News coverage: who has final say on what's printed?

Don’t expect the opportunity to approve the text of your interview with a reporter before it’s printed or broadcast. Journalists are not obligated to share their stories with you or even read back your quotes, although they may ask you to repeat specific points to ensure they have taken down the correct information.

What do you do if a mistake is made in a news story?

Don’t expect a retraction for a minor inaccuracy that doesn’t change the integrity of the overall story. But if there’s a serious mistake, immediately contact the reporter to report the error and discuss a retraction or correction.

If you feel you were discredited or seriously misquoted, you have the option of writing a letter to the editor. Send a concise correction, and include facts to back it up. Don’t attack the reporter or the newspaper in your letter; it’s not necessary and will distract readers from your information.

About

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PR rocks! Public relations and marketing have been the focus of my career for the past 28 years. As an ad agency client during the early years, I had the opportunity to experience a birds-eye view of agencies and the experience wasn't always a good one. When Ideaworks opened in 1995, we were determined to break the mold, and after 14 years, more than 300 awards and hundreds of client referrals, I think we're starting to get there. —Caron Sjoberg

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