INTRODUCTION
Is it possible that the media can “do no wrong?” What if they publish inaccurate information about you or your organization, and it’s now in the public eye? If this happens, then your primary goal should be to protect and restore your reputation. This can be done by working with the media to correct the wrong information, being proactive in communicating with your stakeholders and being responsive in addressing further stories or online comments.
There have been two recent examples that have tested this thinking.
The first is the Fox-Dominion case where Dominion Voting Systems, a voting machine company, sought $1.6 billion in damages from Fox News for spreading falsehoods about Dominion’s role in the 2020 elections. Eventually, Fox News settled for $787.5 million, which is among the largest payouts ever in a defamation lawsuit.
The second case is between Sarah Palin and the New York Times. Palin filed a lawsuit after The Times published an editorial that asserted a false link between her political rhetoric and a mass shooting in Arizona in 2011. A judge ruled that Palin had produced no evidence that established the culpability of the news organization or its opinion editor at the time.
Since the goal is to earn the attention of your stakeholders, current clients or prospective clients to publish the correct information, we recommend following the PESO communications model. PESO stands for paid, earned, shared and owned.
Here are things to keep in mind if the media does publish inaccurate information, using the PESO model.
PAID: PAY FOR PLAY
This tactic focuses on paying to place your message and control its distribution. Your likely options include writing sponsored articles and placing ads, both traditional and digital. However, we typically avoid paid (“unearned”) media in these situations, since the message may be viewed as less credible than earned media, though it does help bring awareness to your plight.
EARNED: CONTACT THE MEDIA
Don’t be afraid to contact the reporter to correct the information in their story. They are professionals who strive for accuracy (most of the time). If the reporter isn’t available in a timely manner, then go ahead and contact the section editor or producer.
Be sure to “state your case” when explaining what is wrong and why it needs to be changed, and be ready to send the necessary documentation to the reporter/editor to prove your case.
Avoid acting angry or threatening when communicating with the reporter or editor. That can make them less eager to help you.
SHARED: DISSEMINATE INFORMATION ON EXTERNAL CHANNELS
The main reason why the “Owned” channel is so important is that you are hoping that people share your content (e.g., blog articles, social media posts, e-newsletters, etc.) with others in their own network. When appropriate, encourage your clients/customers, partners, vendors, investors, board members and other stakeholders to share your story.
OWNED: CORRECT INFORMATION ON YOUR OWN CHANNELS
Once you have realized the mistake in the media, it’s time to correct the information on your own channels. For example, write a newsletter to your current customers, create a social media post and write a blog post for your website explaining the situation and what is being done about it.
Make sure to explain what’s going on, but be concise. For example, “A recent article in [MEDIA NAME] stated the wrong information. None of this is accurate, and I am working with them to correct the misinformation. I value working with you and I am taking the necessary steps to prevent something like this from happening again. If you have any further questions regarding the issue, please don’t hesitate to contact me directly.”
As you did when contacting the media outlet, you should cite or link to facts proving your case.