Recently I wrote a post How to work with the media and become the ‘go to’ expert. A number of people have since told me that their nervousness about dealing with the media comes from a fear of being misquoted. Here’s a practical guide on what to do if you’re misquoted in the press.
Understanding the Risk
First up, public relations, like any other business function, does comes with an element of risk but that doesn’t mean that it should be avoided. You just need to learn how to manage it.
It’s also worth highlighting that journalists are under no obligation to request that you review or approve your quotes (unless it is an advertorial i.e. paid for). As such, journalists won’t send you their story for your approval. In fact any request by you to see the article in advance is likely to get their back up. They are professionals and you have to trust them to do their job.
Addressing Misquotes
While misquotes do occur, it’s generally best to let minor errors go unless they cause significant reputational damage. If you believe a misquote could harm your or your organisation’s reputation, it’s vital to handle the situation calmly and politely. Since it was an error, you’ll need their cooperation to correct it. Have your PR team reach out to the publication as soon as possible. Most journalists will be apologetic and keen to make the necessary corrections if there has been a misunderstanding.
How to Minimise the Risk of Misquotes
- Prepare key points: Before the interview, identify the essential messages you want to convey and reinforce them throughout your conversation.
- Use plain language: Avoid jargon to reduce the risk of misinterpretation.
- Speak clearly and slowly: Ensure that the journalist can keep up and accurately capture your words.
- Be concise: Provide short, clear quotes that include your main messages. Lengthy responses can lead to confusion and mistakes.
- Clarify questions: If a question is unclear, ask the journalist to rephrase it to ensure you fully understand it.
- Provide supporting evidence: Back up your quotes with relevant data. For instance, if you state “x percent of your survey said y,” include the underlying data.
- Send a follow-up: After the interview, send a follow-up email summarising your key points along with your name, job title, and company name to aid in accurate attribution.
- Assume everything is ‘on the record’: Always assume that everything you say to a journalist will be reported and attributed to you.
Get in touch
Understanding what to do if you’re misquoted in the press can greatly enhance your media interactions and maintain your professional reputation. With these tips, you’ll be better equipped to manage and minimise the impact of any errors that arise. If you remain concerned or need some practical help managing a misquote, please feel free to get in touch.
