While this whole chapter was full of information about reporting, media, and reactions, I found sloppy and biased reporting to be the most interesting. I did not realize that so many exectuties think that news coverage reflects the reporter’s personal opinions and biases. Also, a Fortune 500 magazine said that 43 % of executives would say that they give their reporters a “B” grade on reporting about their company. They also said that the biggest problem is because they have no background in what they are reporting on. Executives say that they should have to have a general knowledge about the subject before reporting on it. Here are some ways that sloppy reporting can be reduced:

1. Educate executives about how the media operate and how reporters strive for objectivity. That means other viewpoints, sometimes unfavorable, will be in a story.

2. Train executives to give 30 second answers to questions. This reduces the possibility of answers being garbled and distorted.

3. Provide extensive briefing and background material to reporters who are not familiar with the topic or the organization.

4. Familiarize executives with the basic news values. Look for stories with “conflict, drama, and obstacles… Our readers love to read about people, and about how egos and ambitions are shaping companies”, said Dennis Kneale senior editor of The Wall Street Journal.

Information was found in Public Relations Writing and Reporting Techniques Sixth Edition, by Dennis L. WIlcox.

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