When something unfavourable is published.
WHAT TO DO FIRST
Read it properly, and establish what is actually stated.
WHY
Reaction to the headline before reading the content produces errors.
WHAT TO ASSESS
Whether it is accurate Whether it is significant Who will see it Whether responding increases attention
WHY THAT LAST QUESTION MATTERS
Responding to a minor item can give it a larger audience.
WHAT TO DO ABOUT MINOR INACCURACIES
Frequently nothing.
WHAT TO DO ABOUT SIGNIFICANT INACCURACIES
Contact the publication, factually, with evidence.
WHAT TO ASK FOR
Correction.
HOW TO ASK
Calmly, specifically, identifying what is wrong and what is correct.
WHY CALMLY
Aggressive complaints are resisted, and they become a story themselves.
WHAT TO AVOID
Threatening legal action as a first step Demanding removal without explaining the error Attacking the journalist publicly
WHY LEGAL THREATS EARLY
They end cooperation and they attract attention.
WHAT TO DO IF THE CRITICISM IS FAIR
Acknowledge it, and say what you are doing.
WHY
It is the only response that works, and it frequently ends the matter.
WHAT TO PREPARE
A short statement, in case you are asked further.
WHAT IT SHOULD CONTAIN
What happened What you are doing What changes
WHAT TO AVOID IN IT
Excuses Blaming others Minimising
WHAT TO TELL STAFF
What the position is, promptly.
WHY
They are asked, and they should not be guessing.
WHAT TO MONITOR
Whether it spreads, and where.
