When the Media is too much.....

Media and PR is synonym.   Sometimes the 'relationship' is so good but sometimes not.  Everyone expects journalist to be pushy to report facts and it makes PR professionals cringe.

Well, we can't blame them because they are just doing their jobs.  Hey! they got datelines to catch up to.  It's only sometimes we hope for some balance in the resulting coverage and it turn out to be not like what we imagine.  Sometimes they do go beyond the limit.  They cross the line from aggressive to offensive.  What do PR do when this kind of situation happens?

• If the statements continuously been misquote eventhough repeatedly been correct, take a necessary consultation from legal counsel that sometimes make a positive difference and taken every reasonable action to get the facts corrected.
• If a media editorial bias is so strong even after threatened with formal legal action, remember that media is NOT the most important audience. Why did I say so? Because it's the least manageable and it has an agenda of its own.  There is other way for example buy the advertising space and publish the truth there and you can control the message.
• Or, beside advertorials, consider whether the audiences important to you or your client are actually being negatively influenced by the media coverage? By simply increasing positive and accurate direct communication with key audience members about a crisis situation that you will balance out the inaccurate negativity in the press. 

People in every profession break the rules, they violate the ethics and responsible business practices to which they allegedly subscribe.  Reporters and editors are no different.  Again, preparation and crisis plan is the most important things in every profession.