Companies oftentimes view reporters who cover negative news about their company as acting with maliciousness. Executives of these companies may interpret these negative, yet factually accurate stories, as personal attacks, even while acknowledging their truth—and, at times, refuse to work with these reporters going forward.
Typically, however, the reporters they seek to avoid are exactly the ones who are most interested in their news, the most knowledgeable, and most likely to cover it thoroughly and in an educated manner. A PR expert's job is to help clients understand this dynamic and guide them toward the correct approach, and here we highlight examples of this.
Stories are Often Moments in Time
One large pharmaceutical company with whom we have worked refused to engage with an Associated Press reporter assigned to cover their company.
The reporter had written a story about an FDA setback for one of their potential treatments—coverage that was negative but factual. The company felt that the reporter could have “been more positive” in their coverage but didn’t disagree with the facts.
The company stopped responding to the reporter’s requests for interviews. The reporter continued covering the company based on press releases, but without responses to interview requests, original quotes couldn’t be included, and the coverage was brief. This bolstered the company’s belief that the reporter “hated” them. Both the reporter and the company were frustrated.
When we started working with this client, we already had an established relationship with the reporter and reached out to discuss their perspective on the company. The reporter noted that the company was not transparent in their interactions.
We asked the reporter and the company to trust our agency to help repair the relationship. We set up multiple meetings, including interviews in advance of important news. And, while it took several announcements to build trust, the company became responsive to the reporter’s requests, and the coverage became more comprehensive.
Follow the Facts
A highly esteemed professor and biotechnology entrepreneur, renowned for establishing multiple successful biotechnology firms, sought our strategic advice after several reputable outlets, including The Wall Street Journal and STAT News, reported allegations of research misconduct—claims subsequently proven to be baseless. The coverage arose from an editorial-style article published in a trade journal that lacked the expected rigorous verification of its intricate technical information.
When the professor was rightfully exonerated of any misconduct, he voiced concerns about working with reporters who had covered the initial news.
Based on our experience in similar situations and with the reporters involved, we strategized an approach, and together, provided the journalists with the entire collection of verified facts. Their subsequent reporting demonstrated precision and honesty, culminating in a series of influential articles, including a front-page feature in The Boston Globe and an update in The Wall Street Journal.
Taking the Steps
Journalists report on the facts given—if you provide them new, verified information, they will analyze that and report on these new facts. Consider taking these steps to assess and facilitate a mutually beneficial relationship between clients and reporters.
- Evaluate the reporter’s past article(s) to verify their accuracy, sources and potential biases.
- Consider the reporter’s reputation, reach and how they work. If you have not worked with the reporter directly yourself, consult other PR professionals who have, and confirm they follow the facts.
- Educate the client about how journalists work. Collaboratively review the outcomes of your investigations into the reporter’s work, as well as past experiences with the reporter, and jointly decide on the next steps.
- Ensure the client understands the importance of proactively educating reporters regarding future news. Be honest with them about their expectations.
- Explain how transparently sharing the genesis of unfavorable news, including the company’s efforts to mitigate the situation, and outlining subsequent plans, can contribute positively to a story.
Putting your head in the sand and avoiding reporters is not the answer. Be cautious, conduct thorough research and maintain transparency. Both the client and the reporters will benefit.
Tara DiMilia is CEO of TellMed Strategies.