There comes a time for every company and every PR professional, where a story has published and we don't like how it has turned out. Sometimes, the reporter decides to take the story in a completely different direction than originally discussed and it may not put the business or its leaders in the best light. Other times, the story is just downright inaccurate. And then there are times when it is just a difference of opinion.
PR professionals spend a lot of time combing through these stories, ensuring their accuracy. We have absolutely no problem reaching out to a journalist to correct errors in their reporting. And most reporters appreciate it when we flag these errors so that they give their readers the most accurate perspective possible.
But we also try to be mindful of these reporters' time when we reach out for corrections, only flagging actual factual inaccuracies. If it is a difference of opinion or issues with wording, more likely than not, it isn't worth pushing a reporter for changes. Why? Because 9 times out of 10, they won't make the changes and, even worse, they will just get irritated. That irritation could possibly cost the PR pro their relationship with the reporter, and the company future stories as well.
It just isn't worth it.
We all want stories about our businesses to be positive, but we also need to be realistic. If you are looking for your company message and narrative to be published word for word, you aren't looking for PR, you are looking for advertising. And there's a difference.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.