In his Crisis Guru Commentaries, Jim Lukaszewski provides real answers to real questions about your most critical communications problems and issues.

This issue was triggered by the question below.

To submit a question, please direct it by e-mail to crisisguru@e911.com.  Be sure to include your full name, affiliation, address, and telephone number.  All published questions will be identified by title and industry only.  Your confidentiality will be protected.

Question:

Dear Crisis Guru:

I asked a question of an experienced practitioner, "What if a reporter unfairly maligns you?"  She said, "If they are wrong and you quickly get back to them then you can turn them around (into) the correct direction.  If the reporting error is serious enough, then we should have a face to face meeting between the reporter and our public affairs staff, someone accustomed to dealing with that particular reporter.  We will focus on getting the story right.  You have to get down to the nitty gritty.  If you do this you won't end up in an adversarial relationship with the press."  She added a footnote, "Occasionally a reporter is unreasonable, almost malicious, and defies peacemaking efforts.  Go to senior news management next.  If that fails, all self-protection tactics are on the table.  Be careful though.  Most 'incorrigible' reporter cases are rare and are actually failures to communicate."

What's your advice?

Sincerely,

Communicator

Answer:

Dear Communicator:

Troublesome reporters are less a problem than the self-appointed bloggers, bloviators, and bullies on the Web and in the newer social media settings.  They could care less and any attempt to work with them only fuels their aggressive tendencies.

Also, I'm reluctant to take responsibility for a reporter's bad behavior.  Some are just arrogant or disrespectful.  What's really important is dealing with the mistakes they (or we) have made.

When these cases occur, I'm more likely to advise clients to act professionally, but also take responsibility for two things:
There has to be some accountability.  Our employers expect us to be professionals and to clearly keep in mind just who we work for in our transaction with reporters.  And, I’ve found that taping and transcribing of interviews tends to modify the behavior of even the crustiest reporter.

The key concept is being a professional Public Relations Representative.  Tough reporters come with the territory.

All the best,

Jim Lukaszewski