So, you’re worried that a newspaper might publish a story about you or your organization that you don’t want them to publish. What can you do?
Well, there’s no guarantee that you can stop them from publishing the story altogether. But there are some things you can do to mitigate the damage.
First, it’s important to understand the factors that might influence the newspaper’s decision to publish the story. These factors include:
- The story’s appeal: Is it sensational, provocative, or controversial? The more attention-grabbing a story is, the less likely it is to be stopped. For example, a story about a celebrity scandal is more likely to be published than a story about a struggling small business.
- Timeliness: If the story is major breaking news, it may have already gained momentum, making it difficult to intervene. For example, if a company is accused of a major safety violation, the newspaper may be under pressure to publish the story quickly, even if it’s not fully investigated.
- Prominent players: Are you or your organization well-known figures in your industry or community? High-profile individuals or organizations tend to attract more media attention, making it harder to prevent a story from going public. For example, if a politician is accused of corruption, the newspaper is more likely to publish the story than if the accusation was made against a regular citizen.
- Stakes and human interest: Does the story involve compelling human-interest elements? Cases where lives are at stake, public health is compromised, or grave misconduct garners greater media interest, making it more challenging to halt publication. For example, a story about children abused by staff at their school is more likely to be published than a story about a company accused of tax evasion.
- Prior troubles: If you have a history of controversies or allegations, the reporter may resurface past incidents, even if unrelated. This tactic bolsters the reporter’s credibility and provides additional material to write about, potentially tarnishing your reputation further. For example, if a company has been accused of environmental violations in the past, the reporter is more likely to publish a story about a current violation, even if it’s less severe.
Once you understand these factors, you can start to develop a strategy for dealing with the situation. Here are some tips:
- Take action early: Don’t wait for the reporter to contact you before you start taking action. The sooner you address the issue, the better your chances of resolving it quietly. For example, if you’re concerned about a story that’s about to be published, you should reach out to the reporter and try to work out a solution.
- Be transparent and cooperative: Be open and honest with the reporter, but give them only what they need. You want to build trust and rapport with the reporter, but you must also protect your interests. For example, if you’re asked to provide documents to the reporter, you should review the documents carefully before providing them. (Note: You are NOT compelled to share reports or documentation with a reporter simply because they’ve asked.)
- Be prepared: Anticipate the questions the reporter is likely to ask and prepare well-thought-out answers. This will help you to navigate the interview confidently and avoid making any missteps. For example, if you’re asked about a specific incident, you should have a clear and concise answer ready.
- Be aware of interview tactics: If the reporter offers you a list of questions in advance, be wary. It’s possible these are just softball questions, and the real tough questions will come during the interview. Be prepared to answer any question that the reporter asks. For example, if the reporter asks you a question you’re uncomfortable answering, you can ask for clarification or say that you’d like to answer the question later.
- Engage with your stakeholders: If you know the story is about to be published, it’s crucial to engage with your key stakeholders — those who are most important to you and would be negatively impacted of influenced by the story running. For example, if you’re concerned about a story that’s about to be published, pick up the phone and call your biggest strategic partners, investors, etc. When? The sooner, the better. When there’s an information void, rumors and speculation flourish. Keep them informed about what’s happening. Be calm and comforting. This creates goodwill.
- Manage your reputation: Even if the story is published, you can still take steps to manage your reputation. You can issue a press release, create a website or social media page to share your side of the story, or hire a public relations firm to help you manage the situation. For example, if a story is published about you or your organization, you should quickly:
- Correct any factual errors in the story
- Provide your side of the story (Don’t try to sell the same reporter on writing another story about you — they’ve already taken their stance)
- Reassure the public that you’re taking the matter seriously
- Invite people to contact you privately with any questions or concerns — you don’t want a public airing of grievances or rumors
It’s important to remember that there are no guarantees. Every situation is different, and the outcome will depend on a variety of factors. But by following these tips, you can increase your chances of mitigating the damage and protecting your interests.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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