When I was in Abilene, Texas last week speaking to newsmakers and public relations professionals, a common complaint was that reporters in the market were getting their facts wrong again and again. If I'd just heard this from one person, I might've thought she was having trouble communicating to the reporters. But I heard it from three different people. And they couldn't single out one station.
First, that scares me about what is going on in our journalism schools. If you're a professor, please make sure you're making a proper emphasis on credibility, accuracy and truth. If you're a student or recent graduate, know that the only good reputation you can earn is one based on reporting the facts.
Second, if this happens to you, take the steps I recommended in Abilene:
1. At every event, hand out a tip sheet or tip card... even if you've given it to the same reporter before. Just because she got it right last time doesn't mean she'll remember this time.
2. Hold an academy. One Fire Department's Public Information Officer got so fed up with the way the media reported incidents that he created a "school" in which reporters wear turnout gear, hold hoses and climb on ladders and engines. He strongly urges news directors in his market to let only those who have graduated cover his department.
3. Call the news director. Explain the steps you've taken to correct the situation with the reporter and give examples of mistakes that have aired. Ask the news director how you can help make sure the mistakes don't happen again.
4. Reward good behavior. If the reporter takes care and starts filing great stories, send a nice message on your letterhead. The reporter will hang this in her cubicle and file it with HR.
If none of these steps work, ask the news director to assign a different reporter to your events.
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