Beauty Link - Volume 3, Issue 1 - (Page 33)
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FAIR AND ACCURATE
on’t even ask because not many reputable publications will agree to that request. But any news source can do several things before, during and after the interview to increase the chances of a fair and accurate story. Not all reporters will agree to all of these requests, but they’re worth a try.
Jo a n S t ewa r t , T h e P u b l i c i t y H ound
Tips for Improving Accuracy in News Stories
YOU SPEND MONTHS CONVINCING A MAJOR NEWSPAPER TO WRITE A STORY ABOUT YOU AND, FINALLY, SOMEONE AGREES. INSTEAD OF BEING ELATED, YOU’RE THINKING, “I WONDER IF THEY’LL LET ME READ THE STORY BEFORE IT’S PRINTED?”
Provide a press kit. It should include a narrative description of your business, a professional proﬁle (not a resume), fact sheet and a photo. If the interview is supersensitive, ask the reporter if you can tape-record it. Let the reporter tape it, too.
AFTER THE INTERVIEW BEFORE THE INTERVIEW
If the reporter has a preconceived notion about a story, and it is inaccurate, set the record straight immediately before proceeding with the interview. You can do so by providing background information, reports, etc., to prove your case. If the reporter persists in writing about something you feel is inaccurate, you might want to decline being interviewed, but explain why. Prepare for the interview. Choose three or four main points you want to make and rehearse them until you can say them smoothly. Gather accurate background information the reporter might ﬁnd helpful, such as trade association newsletters, past news clippings about your business or other materials the reporter can take back to the ofﬁce. Ask the reporter to fact check the story with you before it is printed. National magazines routinely fact-check stories. Most newspapers do not, however, because there isn’t time. A reporter fact checks a story by calling all the sources and conﬁrming the facts such as the number of employees, the year the company was founded, correct titles and spelling of names, etc. Ask the newspaper to correct inaccurate information. Some news sources are reluctant to do this because they don’t want to call more attention to the error. The risk, however, is that newspapers save and ﬁle all their stories for future reference, and if you fail to call the error to their attention it could be repeated months later. For grievous errors, or if you feel the newspaper treated you unfairly, consider writing a letter to the editor. Sometimes a well-written letter from your attorney is all that’s needed to get a correction, an apology or whatever it is you want within reason. Another option is to ask to meet with the newspaper editorial board to discuss the issue, if it’s grievous. Subscribe to Joan’s weekly ezine, “The Publicity Hound’s Tips of the Week” at www.publicityhound.com, and receive the handy cheat sheet, “89 Reasons to Send a Press Release” for free. For more information, contact Joan Stewart at 262-284-7451 or email@example.com.
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DURING THE INTERVIEW
Talk slowly and in short sentences so reporters can get accurate quotes. Ask reporters if they would like you to repeat any information. Many reporters will appreciate that you offered. Ask the reporter to read back your quotes either during the interview or before the story is printed. More disagreements arise over inaccurate quotes than any other part of the story. Reading back quotes helps avoid inaccuracies. If the reporter has missed a word or two it could change the meaning of the quote. Understand, however, that if you don’t like the sound of what you actually said or you regret having said it, you don’t have a right to change it. Avoid this problem by practicing what you will say and how you will say it before the reporter arrives. Don’t talk off the record. If you don’t want to see it, don’t say it.
Table of Contents for the Digital Edition of Beauty Link - Volume 3, Issue 1
Beauty Link - Volume 3, Issue 1
Message from the AACS President & CEA Chair
Workings of Washington
Meet Your New President
Beauty Changes Lives
Striving for Balance: Feng Shui’s Influence on the Salon and Customer
AACS Listserve Q & A
Beautifully Gray: The Dos and Don’ts of Aging Hair
Fair and Accurate: Tips for Improving Accuracy in News Stories
Voices from the Classroom
10 Steps to a More Fulfilling Life After 40
Damaged: The Top 12 Explanations for Damaged Hair
Beauty Schools 101
Creative Solutions: Seven Ideas to Help Leverage Perspectives
Upcoming 2011 Events
People & Places
New Products & Services
New School Members
Associate Member Profiles
Index to Advertisers
Beauty Link - Volume 3, Issue 1
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