| When ABC News anchor Peter Jennings announced | | | | reported inaccurately? Simply put, it happens. This is a |
| he had lung cancer last month, reporters who cover | | | | business of percentages, not perfection, and |
| the media went into breaking news mode. | | | | whenever you're dealing with another person, in this |
| What did it mean to the future of network news, they | | | | case a reporter, there is a margin of error. But since |
| wondered? What would ABC News do to recover | | | | this was the first misquote I've ever had after dozens |
| from the tragic announcement? And what sources | | | | of successful interviews through the years, it |
| could they talk to who would fill them in on the latest | | | | reinforces that being well prepared for interviews |
| rumblings at ABC? | | | | almost always works. |
| That's when my phone rang. A reporter from PR | | | | Still, I now personally understand how frustrating it feels |
| Week, a prestigious public relations magazine, was | | | | to have your name followed by words you didn't say, |
| ready to interview me. As a former ABC News | | | | and I had to temper my instinct to respond with the |
| production coordinator, they thought I might have | | | | advice I've always given my clients. |
| something to say. | | | | First, I tell clients, the closer you are to a story, the |
| Since the reporter and I had corresponded over e-mail | | | | more inaccurate it appears. |
| prior to her call, I knew the call would be coming. I took | | | | Second, if they respond to an error that the reporter |
| some time to prepare my comments, the same way I | | | | regards as a nitpicking point, it could alienate that |
| coach my clients to do so. | | | | journalist for future stories. |
| But when the story came out, something had gone | | | | Third, if a correction is ultimately published, you've then |
| terribly awry. | | | | widened the number of people who are aware of the |
| Here's what the author wrote: | | | | original error - those who read it the first time, and |
| "Brad Phillips, a former production coordinator for | | | | those who read it as part of the correction. |
| Nightline who now owns his own PR firm, said the | | | | To be clear, corrections are sometimes warranted. In |
| network made a mistake in not grooming an obvious | | | | this case, I didn't deem this infraction serious enough to |
| successor for Jennings. 'The day of the star anchor is | | | | request one. Instead of assuming the reporter spiced |
| over,' he said. 'The news about Peter Jennings may be | | | | up my quote to add more drama to her story, I |
| the tipping point that dismantles the news division.'" | | | | decided to give her the benefit of the doubt that she |
| Note that last line. Here's what I actually said: | | | | had just made an honest mistake. |
| "The sad news about Peter Jennings may be the | | | | Ultimately, I did what I tell my clients to do. I contacted |
| tipping point that devastates the news division." | | | | my friends at ABC News directly to tell them what |
| Far from proclaiming that ABC News was dismantling | | | | happened. I decided not to correct the record with the |
| its news division, I was saying that the loss could be a | | | | reporter, since I'd rather have her as an ally for future |
| deeply hurtful blow for ABC. | | | | stories. And the most important thing I will not do, which |
| Upon reading the article, some Nightline producers | | | | many clients understandably want to do in these |
| walked out of their offices, saying, "Did you see what | | | | circumstances, is avoid the phone the next time a |
| Brad Phillips said?" They thought one of their own was | | | | reporter calls. It's the wrong response. When properly |
| rubbing the bad news in even further. The only | | | | prepared, you'll get it right the vast majority of the time. |
| problem, of course, is that I didn't say it. | | | | And I'll take those odds every time. |
| So how can a full-time media trainer have his quotes | | | | |