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PR - "Information integrity".... not rudimentary stuff!


What puts off journalist friends most, when you churn out information on behalf of a client, in the form of a press kit or a media release is this – factual errors. 
Might sound so rudimentary, but as a matter of fact such errors creep in while we battle with deadlines, or with over-enthusiasm to send out the release so that we help the journo meet the deadline?
It’s the journalist’s responsibility to check the facts in any story – that said, if you are representing a client, you are the custodian of the facts mentioned in any media information that disseminates from your end.
Factual errors are not the big ones like the client concealing the facts or misrepresenting reality, in a crisis situation. Simple errors like getting the name of the person/product spelt wrong, getting the timeline of events wrong, or just spelling the CEO’s surname wrong – such errors come easily to the notice of the consumer – the reader of the viewer of the news, when and if it finally gets there.
And if it does, at stake is the credibility of the journalist, the media house, and your own client. In most cases, such mistakes creep in, in minor details which we tend to take for granted.
As a PR pro, make sure that the eye for detail is in play, every time, with every client. When you claim to manage reputation of clients, the least expected from you is to ensure information integrity.
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