If a reporter gets a few minor details wrong in a story, it is usually wise to simply let it pass. However, if there are major problems with the accuracy of a story, you may want to take some action. Gather your facts and supporting documentation. Contact the reporter either by telephone or in person and calmly explain the problem, using the facts you have assembled and avoiding emotional outbursts.

Be sure to emphasize, without pointing the finger of blame, what problems the inaccuracy might cause—people may show up for an event on the wrong date, potential donors may reconsider making contributions, etc. If the inaccuracy upsets you but won't really affect your organization, better to leave it alone. Most news organizations will run a correction if the original story causes serious problems for an organization, but you must often convince them that the potential problems are serious enough to warrant a correction. Remember, every reporter gets something wrong occasionally, and journalists never intentionally report false information. Journalists are in the accuracy business—and, like other professions, sometimes business is good, and sometimes business is bad.

Letters to the editor to correct erroneous information should be used sparingly, if at all. Whenever you criticize a newspaper on the very pages upon which it is printed, you run the risk of offending editors, publishers and reporters. In addition, following particularly critical letters, newspapers may print an editor's note that makes the letter writer seem like a buffoon. This is the journalistic equivalent of taping a "kick me" sign to your organization's back.

If you are likely to be dealing with the news media, and you are more than a one-person operation, you might want to consider screening your telephone calls, especially when you expect the press to call. Have someone else answer the phone, find out who is on the line, what they want, and then have the caller put on hold. This allows you to gather your notes and thoughts before talking to the reporter. Of course, if you have guts, or you lack another person to answer the phone, you can always play "Ma Bell Roulette," where you pick up the phone without knowing if you will get the empty cylinder of a routine public call or the loaded chamber of a reporter armed with probing questions.

Just a word about truth. USE IT! You will cause more trouble than you can imagine if you mislead or lie to a reporter. If you don't know the answer to a question, don't wing it! Tell the reporter that you don't know, but you will find out and get back to him. Then, keep that promise as soon as possible after the interview.

There may be occasions when a reporter will surprise you with a question, or unexpectedly comer you at a public gathering. In these cases, you may want to delay answering a question while you gather your thoughts.

Instead of saying "No comment!" (which you should never say to a reporter), how about one of the following;
• That's interesting!
• May I get back to you?
• May I have Joe Smith call you with that information?
• May I confirm that information and get back to you?

Illinois Parks & Recreation * May/June 1996 * 51

Sometimes the question or confrontation leaves you speechless. Instead of saying "Oh, gee, uh, well, I dunno....," try one of these while you prepare a more coherent response:
• Pardon me while I write this down.
• May I call you back in a few minutes?
• Could you repeat that, please? I want to make sure I understand it.
• I'm not sure I understand your question.
• May I gather some notes I have on this subject? They may provide useful information that can help your story.

Remember, if you offer to get back to a reporter, make sure you keep your promise in a timely fashion. Even in times of crisis, it's important that journalists know you will keep your word.

Always beware of the "negative contraction" question posed by a reporter. These are frequently leading questions intended to get you to say something "more quotable" that would not necessarily be flattering to your organization. Watch out for phrases such as these:
• Doesn't this make you feel...
• Don't you think that...
• Why don't you...
• Isn't this a strange way...
• Shouldn't you be doing...
• Wouldn't you be better off if... Instead of responding directly to such questions, try to rephrase the question in your own words. Say something like, "Are you asking me how I feel?" or "Are you asking how we came to this conclusion?" This puts YOU in control of your response to the question, rather than forcing you to react to something the reporter has said. You will still answer the reporter's question, but your answer will be in your own words rather than simply a reaction to someone else's question.

Reporters are entitled by law to certain information from public entities under terms of the Illinois Freedom of Information Act. If you are a public facility or use public funds, you probably fall under the provisions of this act. Most information is fair game for reporters, and if you don't give it to them they may be able to access the information anyway through a court order. Pending litigation, ongoing real estate acquisitions, and personnel matters are a few of the items that you generally do not have to disclose under the law. If you are unsure what information to which a reporter is legally entitled, consult with your organization's legal counsel. I usually (but not always) advise people to provide the information to the reporter in a timely manner unless gathering that information takes employees (or volunteers) away from their duties for an unreasonable length of time. Rest assured that if a reporter is entitled to information and he has to go to court to get it, he will most likely write a story far more critical of your operation.

David Blanchette is the chief of media relations/or the Illinois Historic Preservation Agency. Reprinted courtesy of the Illinois Association of Museums. 

92 * Illinois Parks & Recreation * May/June 1996