It's the complaint I hear most often from clients: "That is definitely not what I told the reporter! I am always misquoted." When I was a television reporter, I often heard the
same misgivings when I sought interviews. "I'm not interested in doing an interview," my prospect would say. "You aren't going to run what I say anyway so what's the point?"
Trust
Ironically, the more skeptical you are of the media, the greater the likelihood that you will be misquoted. The first step toward being quoted correctly is to trust the
reporter. Most people are highly suspicious of the press - and journalists can smell it. If you begin an interview with an antagonistic attitude, the reporter may not feel quite
so compelled to go the extra fact-checking mile to get your quote right.
You can begin each interview on the right foot by introducing yourself to the reporter and reiterating your title and position with the company. Ask the reporter a few
questions about his or her job and/or the story. This is a simple exercise that will quickly help you establish a relationship. Many people are so pressed for time and so wary of
the media that they tend to speed through the questions and get out as fast as they can. This approach will give the reporter the feeling that you are not very personable - and
therefore, that you don't want to be bothered with follow-up questions or fact checking.
Keep it Simple, Stupid
Most reporters will tell you the primary reason a person is misquoted is lack of brevity. If you don't make yourself clear, the reporter will be forced to do it for you. And
the minute the reporter has to step in and piece together sentences, your chances of being misquoted grow exponentially. You should be able to answer every question in one
sentence, with the most vital information up front.
The 10-second test is a good preparation exercise. Make a list of questions you think the reporter might ask. Then, time yourself and see if you can answer each of those
questions in 10 seconds. Any supporting information can come in the following sentences but your most critical information should be included in those first 10. It's a similar
concept to the elevator pitches entrepreneurs give to venture capitalists. If you can't state your case in 10 seconds flat, then your message is too complex. The reporter won't
get an accurate picture of your story - and neither will anyone else.
Investigate the Reporter
Keep in mind, you don't have to play the victim in the interview equation. To ensure accuracy in facts and quotes, do some research before the interview. Learn about the
newspaper/trade publication/radio/television station where the reporter works. Does it frequently cover your type of business or your area of expertise? Is the reporter a
generalist or a specialist? Is he or she well versed in your industry? An investigative bulldog? Or a feature writer digging for a human-interest story? The more you learn about
who you are dealing with, the more you can target your message effectively - thereby decreasing your chances of being misquoted.
Follow Up
No reporter worth his or her salt is going to show you a story before it runs, so don't even bother asking. What you can do is call the reporter later that day and reiterate
that you'll be happy and available to answer additional questions before deadline.
Deadlines are hugely important. Never end an interview without asking when the story will run. Is this a magazine piece they will be working on for three weeks? Will it run
in tomorrow's paper and therefore be filed before 5 p.m.? Will the piece air on the evening news in two hours? Knowing these details will help you with your follow-up strategy.
Your call will be wasted if it's placed too close to the reporter's deadline. Also, when you follow up, don't insult the reporter (and waste his or her time) by regurgitating the
facts. Provide an additional detail, or simply offer a quick reminder that you are there to help if needed.
If You Are Misquoted...
Don't berate the journalist. Instead, analyze where you went wrong. Were your answers too cumbersome? Did you speak so quickly or quietly that the reporter had trouble
understanding you? Did you supply too much information? Did you do the necessary research on the reporter's background? Did you follow up properly?
Blaming the journalist will not help you get quoted accurately the next time. It will only discourage him or her from ever working with you again.
On the other hand, taking the proper steps to ensure accuracy may put you in prime position for a second interview down the road - and an ongoing relationship.
Jennifer Rabin
Jennifer Rabin is a former television news anchor and founder of Command Image, an image definition and communications consulting company serving executives, corporate
spokespeople, athletes and politicians. 650/620-9090. [email protected]
Unless You're a Human Calculator...
- Don't try to memorize numbers in preparation for your interview. Prepare a brief, one-page fact sheet for the reporter ahead of time. This should contain any and all
numbers relevant to your interview, but not more than that. Do not give the reporter packets and folders of information. Most journalists will not have time to go through all of
the material. The easier you make things for them, the better.
- Any germane facts that come to light during or after the interview (that were omitted from your prepared fact sheet) should be emailed or faxed to the reporter
promptly.
- Avoid citing numbers during the interview. Leave the numbers for your fact sheets. This will help you avoid possible discrepancies that might make the reporter doubt your
credibility.