Just fix it. I hear this statement a few times a year. It usually comes after a message isn’t carried correctly in a news report or the CEO’s name was misspelled. (Yes, that still happens. Even in the age of Google.)
Every once in a while, though, I get this little line e-mailed to me after a client cut us out of the loop on a media interview. We don’t expect to be on the phone with clients for every single interview. But, if you have a PR firm, it would be wise to:
a) let them know someone from the press contacted you
b) talk out some key messaging before the interview, and
c) let us follow up with the reporter or blogger to make sure they have images, your bio, other background, and got the right ideas and messages from you. (You’d be surprised how many will recap the interview with us, giving us a good chance to correct any misperceptions.)
But, unfortunately, too often this doesn’t happen. The head of sales or the engineer or anyone else in the company thinks it’s not big deal to just give an interview. (Sorry to pick on sales and the techies, but this is where it happens the most.) Then the story comes out and someone higher up starts e-mailing like mad to find out “what happened.” (Naturally, we are “cc-ed” because it must be our fault.)
Right about then, we get the “fix it” e-mail. All in a day’s work, or would you rather have your PR dollars spent on getting opportunities rather than sweeping up later?