Your company's message was misinterpreted by a reporter. How do you regain control of the narrative?

Although crafting a swift response is crucial, there is a difference between a QUICK response and a RUSHED one. Before taking any immediate, possibly hasty actions, thoroughly review audience reactions to the misinterpretation. This includes analyzing social media posts, comments, emails, and media coverage to gauge how extensively the misinterpretation has spread and been amplified. Assessing audience sentiment will help identify specific concerns that need to be addressed. Additionally, consult with internal stakeholders to understand the potential ramifications and thoroughly analyze the original message to determine why it was misinterpreted. This approach ensures that your response is both timely and well-considered.

When a message is misinterpreted, swiftly issue a clear and concise correction. Highlight key facts, reinforce your original intent, and address any misunderstandings directly. Engage with the reporter respectfully, offering additional context or clarification as needed. Quote: "Clarity is the antidote to misunderstanding." - Peter Senge

Cuando ocurre una situación en la que se ha malinterpretado un mensaje lo correcto es tener consciente que no todos los reporteros tienen el mismo impacto y que una reacción agresiva solo podría empeorar las cosas. Lo recomendable es mantener la calma y elaborar estrategias en donde se aclara lo que realmente se quizo decir y en segundo lugar poner en marcha acciones que posicionen la buena imagen del cliente, siempre que estás sean coherentes con su marca y con el contexto en el que está se desenvuelve.

Presumably, you need to clarify your comments one-to-one with the reporter, and then en masse to the public, which has seen the initial comment. Just remember - as a rule of thumb - if you're explaining, you're losing.

If a story that's been published is factually incorrect, it's okay to reach out to the reporter/editor to politely request a correction. Tread very lightly when it comes to reaching out to a reporter to change a story when it’s not based on a factual error. Respect a reporter’s journalistic integrity. It’s important to get ahead of this scenario with media training for clients, coaching them to speak in sound bites, and helping them know when to stop talking. Having a trusted PR pro manage follow-up communications with the reporter as the story is being written can help clarify any key points, including quantitative data that may have been referenced during the interview.

I've had this happen a few times. What I've discovered is most reporters want to get it right. I always reach out to them, respectfully of course, and inform them what they shared wasn't quite right. I then offer them a chance to speak directly with my client to smooth out the information. This has always worked for me. There are, unfortunately, reporters who are difficult to work with no matter what. This is where the relationship aspect of PR comes into play, engaging them thoughtfully, respectfully and completely absent ego. There's a strategy I use when a person is yelling. I lower my voice and stay calm. The louder they yell, the lower my voice goes until the person starts to lower their voice. It's then we can engage meaningfully.