Responding to Bad News

Negative media coverage happens. How your company responds can be even more telling.

Negative media coverage happens, especially if your company or an employee at your company does something to deserve it.

Sometimes, that negative story necessitates a response from the company. The extent of your reaction can vary from calling the reporter, preparing for a barrage of media calls, or launching an aggressive communications plan.

The following questions will help you determine the scale of your response:

• What is the media outlet? Is this a story on "60 Minutes," an above the fold story on the front page of your local daily newspaper, or a minor story buried on page 9 in the weekly community paper?
• What is the subject? Is this a topic that will generate ongoing media inquiries? Has an issue come to light that you had hoped would never surface?

Arm yourself with information if the coverage is in a significant media outlet or the story is likely to generate media calls. Prepare to act and protect your organization's reputation.

• Organize your facts. Gather any information that can assist with illustrating, clarifying, or refuting an issue when responding to reporters. Know and practice your key messages.
• Prepare answers for potential questions. Identify the questions that may be asked, then outline your responses, referring back to key message points and facts.

Not all stories require the "60 Minutes" treatment. The gut reaction is often to respond to any and all facts and allegations made in the story, but that approach may actually work against you. Here are some criteria to consider before picking up the phone.

• Was the story complete? Did the reporter leave out a key fact or key issue that is essential to understanding the whole situation? Did the reporter ask for your opinion and input on the story's key facts?
• Were the facts accurate? Did you get the impression the reporter used reputable sources and double-checked their statements?
• Was the story balanced? Did both sides have the equal opportunity to comment and make their case?

You should consider calling the reporter if you can answer a definitive (and defensible) "no" to any of the bolded questions above. Reporters like to know when they have inaccurate information or have missed an important point. Here are our tips for effective feedback to reporters:

• Reference only the story in question. Drudging up the past is neither appropriate nor helpful.
• Speak to the facts and keep your emotions in check. Your competitor's quote may have you seeing red, but the reporter is only quoting the source.
• Don't call into question the reporter's motives. Recognize that reporters strive for as much objectivity as possible in the midst of competing forces trying to "spin" them to one side of the story.

When negative coverage happens, cooperate with the media and get your facts out quickly. While you cannot control the media coverage, you can encourage accuracy and balance.