Is it possible to refocus a story? Example: Client was contacted to provide a counterpoint to the first position, first position was inaccurate.
Everybody has an agenda, people lie to the media all the time. PR needs to talk to the reporter, provide facts to counterbalance, engage in a dialog. Media does not WANT to broadcast inaccuracies.

What do you do if media gets it wrong, reporting inaccuracies?
Pick your battles. If you call a reporter on the mat on little bits, they will stop calling you to source. If the facts are inaccurate, provide the correct facts. We trade in credibility and we won’t run from our mistakes!

Time’s up! Thanks so much Judd Cribbs!

Up next…Brian Solis of Futureworks – author of “Putting the Public Back in Public Relations”!