Lesson 7: Never get in a fight with someone who buys ink by the barrel
By Gerard Braud
I find it unbelievable that in the 21st century we still find executives who don’t want to take on a reporter or news outlet that has wrongly damaged their reputation.
The traditional way of responding to a media outlet that makes a factual error is to ask the management for a retraction. But sometimes the issue is not always factual but a difference in your point of view. If a newspaper does a hatchet job on you, the correct way to respond is to always write a letter to the editor. The letter should be short and to the point, with about 200-400 words. In some cases, you may want to ask 3rd party supporters to also write short letters on your behalf.
Yet I still find executives who say, “We’re not going to respond. Just let it die. You can’t get in a fight with someone who buys ink by the barrel.” That statement was wrong 50 years ago and it is even more wrong today.
In the past, a negative story may have run on TV or radio once or twice for 60-90 seconds, then it was gone. In the past, a negative story appeared in the newspaper for just one day, then the paper was thrown out, never to be seen again.
But the internet has changed all of that. Today, those negative stories live on in archives on the internet forever. Additionally, media websites are among the highest ranked websites on the internet because their information is deep, the site is constantly updated, and it is perceived by search engines as highly credible. The media sites are so highly ranked that if your organization or name is mentioned in a news report, the media website could come up as a higher ranked site on the internet than your own site.
What this means is that if I do an internet search for your name, or that of your organization, I may see and read the negative things written about you on a media website before I read the positive stuff about you on your own web site.
So what do you do?
Well, just as always, if it is a newspaper that has damaged your reputation, you should write a letter to the editor as I’ve outlined above. That letter to the editor now becauses part of the online archive linked to the story. That way, in the future, when people stumble across the story they will immediately find your point of view as well.
In the case of radio and TV, you should place your comments on the media outlet’s blog on their website. Please be aware that other web users and opponents may verbally attack you and your comments once they are on the media outlet’s blog. You need to be ready to clearly state your case.
Additionally, you may wish to place a response on your own website and blog. Blogs are highly valued by search engines and will help counter the negative comments from the original story.
Finally, don’t take it personally. Your response is as important as a business decision, as we outlined in lesson 2. Hire professional PR writers to help if necessary. They will take the issue less personally and likely choose better words that may temper any anger you are feeling.
In our next lesson we’ll explore why the facts don’t matter.
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